Personalization of the customer experience - from digital marketing and website experience, revenue management and pricing, CRM and loyalty marketing, and on-property guest experience - has become a buzzword at industry conferences, webinars and in the hospitality media. Lately, two schools of thought have emerged in hospitality. Some industry experts, discouraged by privacy acts such as GDPR and CCPA and the complexity of the technology and efforts needed, predict that personalization is dead or dying. Others, encouraged by the advances in next-gen technologies like AI and ML and the increased sophistication of the online travel consumers, firmly believe that personalization is here to stay and the only way to successfully engage, acquire and retain the digitally savvy customers.

So... is personalization dead or alive in hotel digital marketing, website experience, revenue management, CRM and on-property guest experience?

James Harrison
James Harrison
Hospitality Technology Consultant at HotelTCS

It's 2020 and here we are discussing personalization. Something that's been with us in hotels for a long time.

The question is, have we ever got it right? Have we been doing it wrong for so long that it doesn't matter anymore? As part of Digital with Simone Puorto on FunnelTV, we recently discussed “Is Personalisation Dead in Hospitality”. A section of the discussion can be viewed via this link.

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