Crafting Memorable Journeys: The Rise Of Personalisation In Hospitality

Haninder Sachdeva, Managing Director and CEO, Eight Continents Hotels and Resorts writes for Everything Experiential on the confluence of technology and hospitality fuelling personalisation in the sector


In the dynamic and ever-evolving world of hospitality, providing guests with personalised experiences has become a key differentiator for success. The one-size-fits-all approach is rapidly fading, making way for a new era where individual preferences and unique needs take centre stage. The art of personalisation in hospitality is transforming the travel industry, creating memorable and tailor-made experiences for every guest.

Understanding the Shift

The shift towards personalisation in the hospitality sector is driven by a deeper understanding of customer expectations. Modern travellers seek more than just a comfortable bed and standard amenities – they desire an immersive and personalised journey. This shift is fuelled by advancements in technology, allowing hotels and travel agencies to gather and analyse data that can be used to anticipate and fulfil guests' preferences.

Utilising Guest Data Responsibly

To craft truly personalised experiences, hotels and travel service providers are tapping into the wealth of guest data available. From past booking history to preferred amenities and even dietary restrictions, every piece of information contributes to creating a more tailored stay. It is crucial, however, for businesses to prioritise data privacy and security, ensuring that guests feel comfortable sharing their preferences.

From Arrival to Departure

Personalisation begins the moment a guest starts planning their trip. Smart algorithms analyse search history and preferences to suggest suitable destinations, accommodations, and activities. Once booked, guests may receive pre-arrival surveys, allowing them to communicate specific requests or preferences. From room temperature settings to favourite snacks awaiting their arrival, the small details matter.

During their stay, guests can expect personalised services that go beyond the traditional concierge recommendations. Artificial Intelligence (AI) and Machine Learning (ML) systems enable hotels to adapt to individual preferences in real-time, whether it's adjusting room lighting, providing customised dining recommendations, or suggesting personalised spa treatments.

The human touch remains vital in personalisation efforts. Well-trained staff who are aware of guests' preferences can offer a more personalised service, creating a warm and welcoming atmosphere.

Remembering a guest's name, celebrating special occasions, or even offering a surprise upgrade are all gestures that contribute to a truly bespoke experience.

Post-stay, collecting feedback and insights allows businesses to continuously refine their personalisation strategies. By understanding what worked well and where improvements can be made, hotels can enhance the overall guest experience and build stronger relationships for future visits.

Technology as an Enabler

Cutting-edge technology plays a pivotal role in achieving personalisation goals in hospitality. Mobile apps, for instance, allow guests to control room settings, access concierge services, and provide instant feedback. AI-powered chatbots streamline communication, answering queries and fulfilling requests promptly. Virtual reality (VR) and augmented reality (AR) applications can offer virtual tours of destinations or showcase amenities, helping guests make more informed decisions.

The Role of Loyalty Programs

Loyalty programs have evolved beyond mere point accrual. Today, they serve as a crucial tool for personalisation. By analysing a guest's loyalty profile, hotels can tailor special offers, room preferences, and exclusive experiences. Personalised perks, such as a favourite drink waiting in the room or access to members-only events, make loyal customers feel valued and appreciated.

Challenges and Future Trends

While personalisation in hospitality offers numerous benefits, challenges such as data security concerns and the need for significant technology investments must be addressed. Striking the right balance between utilising guest data and respecting privacy is essential for maintaining trust.

Looking ahead, the integration of artificial intelligence, augmented reality and wearable technology is set to redefine personalisation in the hospitality sector. Predictive analytics will allow businesses to anticipate guest preferences before they are explicitly stated, creating a seamless and intuitive experience.


As the hospitality industry continues to evolve, personalisation emerges as a key element in crafting unforgettable travel experiences. From leveraging guest data responsibly to incorporating cutting-edge technology, hotels and travel service providers are embracing a new era where every guest feels valued and understood. The future of hospitality lies in the ability to adapt, innovate and cater to the diverse and unique needs of each traveller, ensuring that the journey becomes as memorable as the destination itself.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house

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