If there’s one word I believe defines the future of hospitality, it’s this: hyperpersonalization.
It’s no longer enough to deliver great service. Today’s guests expect experiences tailored to their needs, preferences, and behaviors—from the moment they see your brand to the moment they check out.
In recent months, I’ve had the chance to discuss this topic in depth—on stage at the HBX Market Hub in Macao and Algarve, and also in my interview with Hosteltur, where we explored how personalization is moving from “nice-to-have” to commercial necessity.
Let’s break it down.
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🎯 Personalization Starts Before the Booking
Too often, personalization is only considered once the guest arrives. But the opportunity starts far earlier: in traffic acquisition and conversion.
With the right data and ad technology, we can now deliver dynamic creatives—ads that adapt in real time to user intent, location, language, and previous interactions.
A traveler browsing from Berlin can see different messages, offers, and visuals than one browsing from São Paulo. And it’s not just about being “relevant”—it’s about being meaningful.
🧠 From Segment to Signal: Data-Driven Precision
To personalize well, we must move beyond static segments. It’s no longer about “business vs. leisure” or “couples vs. families.”
Hyperpersonalization is about signals—micro-behaviors, booking patterns, preferences, reviews, and intent.
And here’s the good news: AI is accelerating our ability to turn data into action.
With AI, we can:
- Predict guest preferences before they arrive
- Dynamically recommend upsells based on individual behaviors
- Adapt offers and communications in real-time
- Automate messaging in tone and content by audience
🏨 Attribute-Based Selling (ABS): Personalization Meets Profit
ABS is the commercial side of hyperpersonalization.
Instead of selling just “Room Type A,” we can now offer “Room 312 with sea view, balcony, and late check-out”—the exact room that guest wants.
This unlocks:
- Higher conversion through choice
- Revenue per booking via micro-monetization
- Differentiation vs. OTAs who can’t offer the same level of product-level transparency
But to make ABS work, we need the right tech stack—PMS, CRS, RMS, and booking engine must work in sync. And that’s one of the big hurdles our industry still faces.
💡 AI + Personalization = Scalable Intimacy
At the HBX panel, we agreed on one thing: the next wave of growth won’t come from more rooms—it will come from smarter relationships.
The paradox is that guests want to feel unique, but we must deliver that feeling at scale.
AI allows us to automate that personalization:
- From smart room assignments
- To dynamic pricing based on behavior
- To automated marketing journeys
- And even real-time service personalization (e.g., adjusting amenities or offers during the stay)
🔄 Rethinking the Entire Guest Journey
Hyperpersonalization is not a campaign. It’s a culture. It touches every phase:
- Inspiration → Ads personalized to context
- Booking → Tailored offers and dynamic packaging
- Pre-stay → Smart upsells and room selection
- Stay → Predictive service, relevant suggestions
- Post-stay → Tailored loyalty, smart reactivation
Each moment is a chance to connect deeper and drive more value.
Final Thoughts
We’ve talked about digital transformation for years. But personalization is the transformation.
It’s where revenue strategy, guest experience, and tech innovation converge. And with AI, we finally have the tools to deliver at the speed and scale our guests expect.
Let’s stop thinking of personalization as a luxury. It’s time to see it for what it is: a strategic driver of loyalty, conversion, and differentiation.
Until next time, keep exploring the endless possibilities of hospitality.
Warm regards,
Fernando Vives
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About Fernando Vives
Fernando Vives stands at the forefront of hospitality expertise, guiding Minor Hotel Europe and Americas (part of Minor Hotels ) Commercial Discipline and Top Line Results. His dynamic leadership oversees a vast portfolio, including sales, revenue management and digital growth, steering a team of over 2,000 across 30 countries and managing a turnover of over $3 billion USD. Awarded as one of the Top 20 Extraordinary Minds by HSMAI in the industry for Commercial & Revenue Optimization Leadership, Fernando’s extensive background includes senior roles at renowned hotel chains and ventures into entrepreneurship. He is an academic pioneer, and an esteemed speaker and a passionate industry advocate, Fernando’s educational prowess is matched by his commitment to shaping the future of hospitality as an Ambassador for Hospitality Labs
The views and opinions expressed in this newsletter are solely those of Fernando Vives and do not necessarily reflect those of any company or organization he works for or is affiliated with, nor those of their partners or suppliers. The data sources used are mostly public, ChatGPT may have been used for research assistance, copywriting or editing. If you find any discrepancies or errors in the data or insights shared, please reach out via LinkedIn for necessary adjustments. Thank you for following and being a part of this community.
