Getting personal: How tech, data and experiences are key to success

Data is increasingly important for travel and hotel firms – from being able to provide customised deals and offers to travellers to curating unique experiences based on personal preferences once the guest has arrived. Research by Google and Phocusright revealed that around 60 percent of travellers wanted brand to tailor the information they receive based on past preferences, while 76 percent said they’d prefer loyalty programs that used previous behaviour as a driver of offers available. What’s more, 36 percent said they’d pay more if they received more personalised experiences. Taking that a step further, Accor’s CEO Sebastian Bazin said that all hotels around the world will need to be different in order to offer customised experiences for guests, with properties needing to assimilate aspects of the city they’re based to create more authentic memories for people. In this panel we will look at the ways hotels build guest profiles and how they use that data when it comes to reaching out to travellers and providing them with memorable stays.