Chapter 4: Personalisation and loyalty
Personalisation is one of the top demands from guests in 2025
Guests want to be recognised and remembered. They appreciate personal touches, like a bottle of their favourite wine and meaningful rewards such as birthday discounts. They want this level of personalisation everywhere, from your website to the bar. That’s why hospitality businesses are using data to create stronger, longer-lasting guest relationships.
Finding 01
Guests want to be recognised and rewarded
Guests now expect personalisation as part of the experience. They want to be rewarded for repeat bookings with tailored promotions and recommendations, and to be recognised by the hotel concierge. It's why guests name it as a service they'd like businesses to improve in 2025 in addition to seamless booking across flights and accommodations.
Finding 02
Hospitality businesses are leaning into loyalty
Hospitality businesses are increasingly focused on creating more personalised, data-driven loyalty programs to better engage and retain guests. Rather than offering generic rewards, many are evolving strategies to deliver tailored experiences that reflect individual preferences. This is only possible if you have connected data across all your sites and systems.
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