Hyper-personalization

Personalisation pushed to the individual level using behavioural data, rather than grouping customers into broad segments. In premium hotels, hyper-personalization runs on a Customer Data Platform that combines past-stay history, declared preferences and behavioural signals (session length on the site, clicks, searches). Marriott Bonvoy, Accor ALL and Hyatt World of Hyatt have rolled out proprietary engines since 2022 that can predict the exact room (floor, aspect, view) a returning guest will pick. The ethical line is harder than the technical one: there is a point where personalisation tips into surveillance, and luxury guests are the quickest to notice when it does.