Value cocreation represents a critical element of the service-dominant logic paradigm, which is currently becoming increasingly important in hospitality. A number of recent studies are pointing to the criticality of examining the value cocreation mechanisms in hotels. While value can be cocreated using a variety of methods, mobile commerce offers unique opportunities to lay the foundation of value cocreation in hotels, which can bring substantial benefits for all stakeholders of this process. To understand the how hotel guests develop intentions to cocreate value in hotels using their mobile devices, a conceptual model was developed and validated empirically based on data from U.S. hotel guests. Guests’ perceptions of personalization, trust in the hotel, and their personal innovativeness were found to influence their degree of involvement with mobile devices in hotels, which are instrumental in the development of intentions to engage in specific cocreation behaviors.