An emerging trend in travel and guest experience is hyper-personalization through data-enabled emotional alignment. Guests increasingly book and expect stays that adapt to their individual preferences, with hotels using AI to anticipate behavior, mood, and intent based on booking patterns, digital identity, and lifestyle data. This shifts decisions from brand loyalty to personal resonance, as travelers choose where to stay because the entire experience feels tailor-made for them.
Ultimately, I think, it comes down to using data wisely. In hospitality, data should enhance rather than replace the human interaction between guest and venue. By leveraging insights thoughtfully, venues can optimize the guest experience, preserve the personal touch that defines exceptional service, and reduce operational costs by avoiding unnecessary preparations, such as keeping facilities like saunas ready when they are not needed.
