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Certainly Disney is the poster child of allowing all it
I recently took a class of MBA students to tour a Renaissance Hotel in New Jersey. Renaissance is a part of the Marriott brands of hotels and feels that is has become indistinguishable from the a full service Marriott. So, they are re-branding themselves as a "Life Style" brand. Part of this includes changing the language and the job titles that are normally given. Instead of housekeepers they have "Room Stylists." Hopefully for them, this change is more than just semantics, but might actually allow housekeeping staff to feel a greater part of the customer experience.
Do you have any other examples of service employees whose role is usually quiet and not noticed by customers who have been able to see their value in experience creation? Make a comment.