Luxury travelers want more than ever before, and hotels are borrowing a tactic used by Netflix and Amazon to keep up

Business Insider | 1/13/2019 | Lina Batarags
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Guests at luxury hotels want to feel like they're in the comfort and familiarity of their own homes.

Because of that, personalized hotel services are shaping up to be one of the biggest trends in hospitality in 2019, predicts Alex Shashou, cofounder and president of hotel operations and guest management platform ALICE.

Staff - Netflix - Amazon - Postmates - Algorithms

Much of it comes down to staff — similarly to Netflix, Amazon, and Postmates' algorithms — remembering guests' preferences, and delivering on them.

As the demand for luxury shifts away from goods and increasingly toward experiences, customers don't just want any experience: They want personalized experiences that are either inherently unique or specifically tailored to them.

Fact - Travel - Industry - Intelligence - Platform

In fact, as travel industry intelligence platform Skift wrote in June, "Personalization in the hotel industry has ceased to be a trend. Today, it's an obligation."

The hotel industry will be taking more steps in 2019 to keep up with this demand, predicts Alex Shashou, cofounder and president of hotel operations and guest management platform ALICE.

Shashou - Business - Insider - Industries - Hotels

As Shashou told Business Insider, "many industries far outpace hotels when it comes to the personalization required to deliver such luxuries — whether it's Netflix suggesting new shows, Amazon recommending new products or Postmates storing favorite orders."

"In a sea of people and travel," Shashou continued, "being recognized by your hotel or going on a unique experience is a luxury [that] hotels cannot afford to overlook."

Changes - Guests - Hotels

So, what tangible changes can guests can actually expect to see at hotels?

Much of it comes down to staff — similarly to Netflix, Amazon, and Postmates' algorithms — remembering guests' preferences, be that a favorite drink order that a bartender can offer a guest upon arrival or a bellhop offering to book guests' favorite spa treatment while they're checking in.

Kimpton - Hotels - Boutique - Chain - Locations

At Kimpton Hotels, a boutique chain with over 65 locations primarily across the US, guests who qualify for their...
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