Real-time co-creation and nowness service: lessons from tourism and hospitality

TLDR

Brands in tourism and hospitality leverage technology, social media, and real‑time connectivity to foster dynamic, co‑created, personalized customer experiences. The authors propose integrating real‑time consumer intelligence, big‑data mining, AI, and contextualisation to mobilise ecosystem resources for transformative service co‑creation. The resulting nowness service is defined by five interlinked traits—real‑time, co‑creation, data‑driven, consumer‑centric, and experience‑co‑creation—that together revolutionise tourism and hospitality.

Abstract

Brands take advantage of technology, social media and constant connectivity to foster organic consumer engagement and interactions towards co-creating personalised customer service. Real-time service offers dynamic engagement with connected consumers. Brands in tourism and hospitality use technology to dynamically enhance consumer experience through co-creation. The integration of real-time consumer intelligence, dynamic big data mining, artificial intelligence, and contextualisation can transform service co-creation by mobilising recourses in the ecosystem. Nowness service emerges by dynamically engaging consumers in experience cocreation in real time. It has five interconnected characteristics that revolutionise the tourism and hospitality, namely: real-time, co-creation, data-driven, consumer-centric and experience co-creation.