Little is known about how different generational market segments react to collaborative initiatives proposed by hospitality and tourism providers. This study is one of the first to examine generational cohorts’ perceptions of value co-creation, commercial friendship, and relationship initiation and its outcomes. Baby Boomers, Generation X, and Generation Y had unique customer profiles across four types of value co-creation. Furthermore, each segment had different perceptions of value co-creation conditions and outcomes: customer or company initiation and strength of commercial friendship for satisfaction, loyalty, and trust. Insights for hospitality marketers on the conditions necessary to develop co-creation competencies for successful relational outcomes are presented.
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