Personalisation isn't dead, but its evolution is far from its final form. There are pockets of personalisation occurring today during the customer experience, such as; pre-arrival upselling offers; geo-location and guest segmented pricing strategies, to name a couple of popular trends.
I am a firm believer that hoteliers should stay focused on their core competencies to prosper in today's complex, hyper-dynamic environment. Unfortunately, technology is not and has never been one of hotelier's core competencies.
Where ABS could be a game changer is in search, recommendations and in pricing. Too many are focused at how this can be a method to sell ancillary revenue, like the airlines did. But the application in hotels could be totally different.
Education always helps, but I think the problem lies a little deeper. Lack of imagination. Hotels are brick and mortar businesses that deal with people. Technology isn't exactly on the top of the list when it comes to making a great hotel and guest experience.
This is not the first time Amazon has tried to tackle the online travel space. Back in 2013-2015, Amazon attempted to do this “organically” twice with its ill-conceived Amazon Local and Amazon Destinations.