This study is based on a collaboration between a Swiss Hospitality University and top management executives of the Fairmont Hotel (Mecca, Saudi Arabia). Data collected from 16 respondents (directors, managers, supervisors, employees) offered insights to Fairmont’s top executives on instigating collaboration with staff in co-creating a shared company vision. Saudi Arabia scores very high on Hofstede’s power distance dimension, so this action research collaboration between top management and staff is more of an exception than the rule. For both sides, it was a challenge as it pushed them out of their comfort zone.