Personalisation has emerged as a defining trend in the hospitality industry. Today’s travellers are no longer satisfied with generic services and cookie-cutter experiences, they want stays that feel bespoke and tailored to their individual preferences. From AI-driven recommendations and custom room settings to curated local experiences, personalisation is transforming how hotels, co-living spaces, and extended-stay properties operate.
This shift is driven by the growing expectation for brands to understand and anticipate customer needs, making personalisation not just a nice-to-have but an essential element of modern hospitality.
Why Personalisation Matters
Travellers today expect the same level of personalisation from hotels that they receive from their favourite apps and online retailers. A recent survey found that over 70% of guests are more likely to return to a property that offers a personalised experience, with 90% expressing a preference for brands that remember their preferences.
Personalisation isn’t just about addressing guests by name, it’s about creating meaningful interactions that make each stay unique. For hospitality brands, this presents a significant opportunity to enhance guest satisfaction, increase loyalty, and boost revenue through upselling and targeted offers.
Key Personalisation Trends in Hospitality
The Business Case for Personalisation
Investing in personalisation isn’t just about enhancing the guest experience, it’s a powerful driver of revenue growth. Properties that effectively implement personalised experiences see a 15-20% increase in repeat bookings and significantly higher guest satisfaction scores. Moreover, targeted upselling and customised offers can boost ancillary revenue, making personalisation a profitable strategy in the long run.
According to industry experts, personalisation also reduces churn rates by fostering brand loyalty. Guests who feel recognised and valued are more likely to return, transforming one-time visitors into repeat customers and brand advocates.
Looking Ahead: Personalisation as the Standard
The trend towards personalisation is not expected to slow down. As AI technology evolves and access to guest data becomes more sophisticated, the ability to deliver hyper-personalised experiences will become a baseline expectation in hospitality. Properties that fail to adapt risk being left behind by competitors who can offer a more tailored, seamless, and engaging guest experience.
Personalisation is set to be a key differentiator for hospitality brands looking to stand out in an increasingly competitive market. By investing in the tools and strategies needed to understand and respond to guest preferences, the industry can unlock new levels of guest satisfaction, loyalty, and profitability.
