Hyper-Personalisation and AI in Hotels: Transforming Hospitality in 2025

As the hotel industry evolves rapidly, hyper-personalisation is becoming a major travel trend for 2025.
 

Each year, the hospitality benefits from technological advancements. While the implementation of personal touches have long been used to level-up otherwise ordinary bookings (think 'delight and surprise' gifts on arrival), artificial intelligence (AI) and machine learning (ML) are further transforming the guest experience.
 

These innovations have moved beyond simple enhancements and have become fundamental expectations of modern travellers. With recent advances in AI and ML, hotels can finally offer hyper-personalised services to travellers. To achieve this, properties must leverage data to gain in-depth knowledge of their customers, understand their behaviour, and anticipate their expectations during their stay.
 

If you want to discover all the key trends transforming the hotel industry in 2025, we recommend downloading our free travel trends report for hoteliers below.
 

What is hyper-personalisation in hospitality?

For several years, companies have harnessed data power to improve their relationship with customers, and the hospitality industry is no exception.
 

Instead of segmenting guests into broad groups based on age, origin, or gender, hyper-personalisation considers specific preferences, previous behaviours, and current needs to provide real-time personalised experiences, services, and promotions.
 

This is possible thanks to advanced technologies and big data analysis. Hotels collect information from various sources, such as direct bookings, social media interactions, and previous stays, using AI and machine learning to automate data analysis.
 

In this way, they can predict guest behaviour and offer personalised recommendations, continuously improving the customer experience with real-time information.

Key technologies for hyper-personalisation

Customer Relationship Management (CRM) systems

Effective hyper-personalisation requires a robust Customer Relationship Management (CRM) system. These systems centralise guest data and collect information from multiple touchpoints, such as online bookings, social media interactions, and satisfaction surveys.
 

An efficient CRM allows hotels not only to gain a deep understanding of their guests but also to anticipate their needs and preferences by offering products or services at the right moment. This includes remembering relevant dates, room preferences, food and beverage tastes, and consumption patterns.
 

Artificial Intelligence (AI) and Machine Learning (ML)

These technologies are revolutionising the hospitality industry by enabling advanced data analysis to anticipate needs. Through sophisticated algorithms, AI can identify behaviour patterns and predict guests' future preferences.
 

Some applications include:

• Dynamic pricing adjustments: Predictive models optimise prices based on guest consumption habits.
   
• Personalised loyalty programmes: Tailored rewards aligned with individual customer interests and behaviours.
   
• Customised dining options: Personalised menus based on culinary history and dietary restrictions.
   
• Recommendations for activities and services: Based on previous experiences and detected preferences.

Big Data Analytics

Big Data enables the collection and analysis of large volumes of information to gain valuable insights into customer behaviour. Its application in hospitality ranges from tracking the booking process to optimising the guest experience during their stay.
 

These tools allow hotels to identify trends and personalise their services. For instance, data analysis can reveal the point at which a guest typically abandons the booking process or what type of experiences they seek during their stay.
 

With this information, hotels can improve their offerings and design more effective marketing campaigns. According to a study by Skift and Oracle, guests view this favourably, as they are willing to share personal data if hotels use it to provide personalised services and direct benefits.
 

7 practical ways hotels can leverage hyper-personalisation

Contactless experiences and automation

A Hilton study reveals that 63% of travellers prefer digital keys to avoid queues at reception, making this technology a necessity rather than a luxury.
 

Consequently, many hotels have begun implementing virtual assistants in rooms to control lighting, temperature, and even room service orders via voice commands.
 

Integrating such devices allows room conditions to be tailored to the guest based on historical data, creating a personalised and comfortable environment from their arrival.
 

Additionally, contactless payments are becoming increasingly common, further enhancing the overall guest experience.

Personalised entertainment and services

Guests expect easy access to their streaming or gaming accounts. AI can enhance this experience by recommending content based on previous preferences or regional data.
 

Beyond entertainment, hotels can also leverage guest-provided data to personalise amenities and room services, such as including preferred beverages in the minibar.
 

Segmented advertising

Hotels can offer room upgrades, exclusive services, or personalised packages based on guest preferences.
 

According to a report by Oracle and Skift, 51.5% of hotel executives already use AI and data analytics to enhance marketing personalisation. As a result, hotels can create more tailored marketing campaigns, such as personalised emails, exclusive promotions, and custom content that resonate with specific segments and increase bookings.
 

Additionally, some hotels use virtual tours to showcase their facilities, allowing potential guests to better understand the value of superior room categories, significantly increasing higher-category room bookings.
 

Creation of targeted sub-brands

Another key aspect of hyper-personalisation is its ability to help hotels create sub-brands targeted at specific customer segments.
 

Through data analysis and AI, hotels can design accommodation concepts tailored to specific groups, such as business travellers, millennials, or families.
 

This allows hotel chains to diversify their offerings without constructing new infrastructures from scratch, instead adapting existing ones with personalised approaches.
 

Voice-activated assistance

Voice assistants are becoming increasingly common in homes, and guests expect similar functionalities during their stays. AI-powered systems can handle service requests, provide local information, and update guests on real-time events.
 

AI also optimises call centres, providing quick and personalised responses, thereby improving the customer experience.
 

We recommend considering virtual assistants in rooms and exploring chatbots on customer service platforms to enhance guest communication.
 

Security and privacy in hyper-personalisation

As hotels collect more guest data, they must also ensure its security. Implementing cybersecurity protocols and complying with data protection regulations are essential to mitigating risks.
 

It's advisable to adopt encryption technologies and anonymise sensitive data to safeguard guest privacy.
 

Don't miss our detailed article on hotel cybersecurity in 2025.
 

AI-driven sustainability and energy efficiency

Finally, AI also plays a crucial role in hotel sustainability by optimising energy consumption. Smart systems can adjust climate control and lighting based on hotel occupancy, reducing costs and minimising environmental impact.
 

A good practice is implementing motion sensors and artificial intelligence-based energy management systems. For more sustainable actions hoteliers can adopt, check out this article on sustainable tourism.

Conclusion

Hyper-personalisation and artificial intelligence are redefining the hospitality industry, providing unique experiences and optimising hotel operations.
 

Hoteliers who adopt these technologies will enhance guest satisfaction and increase efficiency and profitability.
 

Additionally, if you want to discover how Hotelbeds can help you increase bookings through our global network of 60,000+ distributors, have a look here to learn more about our distribution strategy.