Online personalisation is easy, as it's mostly a pattern-matching algorithm between known guest likes and available services, and the results are pumped out via emails or into a guest portal. It isn’t personalisation, rather it is just mass customisation.

On property, a guest walking around is essentially anonymous even after checking in, except in small boutique hotels with regular guests and long-serving staff. Give guests on property choices about the physical spaces they may want to use, and let them decide when they arrive. A buzzy, noisy bar versus a quiet, reflective lounge area; a fast, casual dining spot versus a fine dining spot for a personal or business catch-up; a bright outdoor space filled with plants versus a dimly lit, artistic lounge.

Tech’s role is back to sharing information via discreet but well-placed signage. In Soho House, the lifts are used as promotional spaces with screens indicating which events are on that day and those that are coming soon. Also, the Soho mobile app (SH.app) flags events happening in whichever house you are visiting, and you can make your visibility open if you want to meet like-minded members. In Lore Group sites, the lobby has promotional screens. The Goring in London is virtually tech-free and relies on long-serving staff to recognise repeat guests, supported by manifest reports from the PMS. In Watergate Bay in Cornwall, the staff update a huge chalkboard daily with weather, tide, and events, which is in keeping with their relaxed style.

It’s up to hotel staff to make the best use of their available data (via PMS, CRM, etc.) and turn check-in into a value-added point of contact, not just a functional step.