Co-creation in luxury brands?

I've been thinking about the concept of co-creation as it relates to upscale/luxury hotels. There is certainly a macro-trend from Experience Economy (ie. here is the experience we're creating for you) to Participation Economy (ie. here is the space in which you can participate to create your experience.) It's happening mostly on the web, and it's also creeping into actual customer experiences (think Linux, Lego Factory, Apple retail stores, self-service hotels, etc.) yet there's an interesting challenge when it comes to luxury brands: customers are on vacation from work, and they're paying good money to have someone else create an experience for them. I'd be interested in your ideas on how to bring cocreation to life within a luxury brand setting... thoughts?