Personalisation has quietly become the new currency of hospitality.
As Simon Saunders, our VP Strategic Health & Wellness, puts it in this year's Wellness Real Estate Report: "Using data to tailor everything from booking to wellness sessions and post-stay communication creates a smoother, more relevant experience without feeling intrusive. Hotels that consistently apply this approach are more likely to stay top of mind for returning guests."
Industry research suggests over 80% of travellers would value tech-enabled personalisation, yet only 50-60% of hotels currently deliver it.
We believe the real USP isn't choosing tech over human interaction, but using it to create room for ultra-personalised service and genuine human connection, the kind guests actually remember.
As our Group CEO, Roger Allen, puts it: "Personalisation is gaining significance and sophistication, especially in luxury and ultra-luxury. Technology helps us understand guest decision-making and aspirations more deeply. The most successful properties won't be the ones with the most technology in place, but the ones with the judgement to know where it belongs, and to what extent. That judgement is the real value-add, for guests, and for the business as a whole."
Find out what we believe are the key trends shaping our industry.
> Download the 2026 Wellness Real Estate Report!
Thanks to DigiValet for contributing to this year's edition.
