La personnalisation prédictive dans l'hôtellerie : un risque ou une opportunité ?

“For many travellers, the allure of arriving in unfamiliar territory and embracing anonymity is a profound joy. It’s an opportunity to explore new surroundings, engage with local recommendations from hotel teams, and step outside one’s comfort zone. The ideal travel experience often blends this desire for independent exploration with the thrill of checking off “bucket list” items.

Travelers consistently appreciate a degree of personalisation during their stay. Imagine a guest with a dietary restriction who is delighted when the restaurant team remembers this preference from one day to the next. This level of attentiveness fosters a sense of being cared for without being intrusive. However, there’s a fine line. The same guest might not want assumptions made about their interest in a new cocktail special. Instead, a well-trained team would present it as an exciting, unexpected option, allowing the guest to decide.

The key lies in offering personalised suggestions and remembering core preferences, rather than making presumptions. When a hotel team remembers a guest’s name, their preferred amenities, and consistently delivers on those expectations, it cultivates a strong sense of loyalty. Guests want to feel like part of the family but never taken for granted.

Consider a scenario where a returning guest, is greeted with “Hello Tamie and welcome back. We left you a lovely little dark chocolate on your pillow as we know that is your favourite. Now there is a new restaurant open in town that we have been dying to tell you about. It offers the most divine gin cocktails, and we think you might want to try it.” This approach strikes the perfect balance: a thoughtful personal touch combined with an exciting, non-presumptive recommendation; it’s just the right blend of familiarity.

Conversely, an overly familiar approach can be off-putting. No guest wants to feel as though they are being “stalked.” For instance, a greeting like, “Hello Tamie and welcome back, how was your conference in Sydney last week?” could leave a guest feeling deeply uncomfortable and searching for a new preferred place to stay. This level of detail, unless explicitly shared by the guest, feels invasive and breaches the desired anonymity that many travellers cherish.

Ultimately, successful personalisation in the hospitality industry hinges on a deep understanding of guest preferences, delivered with respect for their privacy and a touch that feels genuinely welcoming, not intrusive. It’s about enhancing the travel experience, not overwhelming it.”

“The risk is that we customise too much and lose transparency. However, with regard to privacy, we cannot customise everything, and while large chains might have data well protected (GDPR compliance) and managed, smaller companies might struggle with this.

It is an opportunity to provide better guest service and attract loyal guests, while also being careful not to overdue it; simple things like GEO promotions, attracting specific agents to target specific markets, and your online outlook on what you are as a ho(s)tel to attract the right guests for your product / services.”

“This is a tricky one to answer, because all humans are different.

Predictive personalisation can absolutely add value, especially for repeat guests. It’s thoughtful when a hotel remembers your room preferences, pillow type, or spa routines. It shows care and creates a sense of familiarity, which many travellers appreciate.

Sometimes, this kind of personalisation can even be applied at a geo-market level based on behavioural patterns. For example, travellers from Market A may prefer to start sightseeing straight from the airport, while those from Market B might want to check in, rest, and explore later. These insights can help hotels anticipate needs to some extent; but you still have to be careful.

Because here’s the risk: you might unintentionally limit the guest experience. Maybe that guest would have gone for a higher-priced product or discovered something new if they weren’t nudged toward what they chose last time. There’s also a fine line with privacy; not everyone wants to feel “watched” or predicted.

Personally, I’m more spontaneous on holiday. Some mornings I want coffee, others I prefer tea. If a staff member says, “Would you like your usual coffee?” – which is actually excellent service; it can also feel like being put in a box. That small moment of spontaneity is lost.

So is predictive personalization a risk or an opportunity? I think it’s both. It depends on how it’s applied; and most importantly, how much freedom the guest still has. Hotels need to find the right balance between personalisation and presence, without overriding a guest’s autonomy or sense of discovery. That balance is subtle and not always easy; but it’s where true hospitality lives.”

“In all honesty, it can be an enhancement et a risk. For repeat guests, when we know their preferences, likes/dislikes, we can ensure we are matching guest requirements to ease their journey. However, if it is rigid, it could stop guests from experiencing something new.

We curate guests’ journeys in wellness with spa treatments and activities, and knowing preferred timings (for example) for spa treatments, means that we can ensure our guests are not inconvenienced by having to make or request changes. By being able to suggest recommendations based on preferences, we are able to curate bespoke itineraries, while leaving it open for guests to make amendments and changes. I think it’s typically about suggesting options versus mandating. This also works with upselling.”