There are important management implications of such co-creation processes, not least in how businesses engage with the customer, although our case studies also emphasise the need to guard against over generalisation. In this context our case studies are merely representations of a range of hotel types. The case studies highlight the importance given by hotel management to customer expertise although this is not to deny that experiential, economic and time considerations may also be critical to individual consumers. Moreover, one case study (hotel E) emphasises that some firms understood the importance of a virtuous circle of mutual benefits. Customers were more likely to be operant co-producers where there were experiential and economic benefits, such as a trip to Spain in return for focus group participation. This highlights the customisation of innovation as discussed by Stefan et al. (2008) and Berry, Shankar, Parish, Cadwallader, and Dotzel (2006).