Personalization In Modern Hospitality Experiences
With any industry, when we engage a company that is selling us a good or service such as mobile phones, Wi-Fi, online retail, even car maintenance, we expect – no, we DEMAND – a personalized experience. People have come to the point they want to feel important; we want tailored experiences to make us feel special. We want to be a Diamond Member so we can get perks such as boarding first on our flight, entering the Sky Club at the airport, and getting the best seats at concert events. So then why have traditional personalization methods fallen short in the age of the hotel experience?
The strategic role of AI in achieving true hyper-personalization is that the data, and the APIs of the systems that are used to train agentic AI agent LLMs are not easy to access in our industry. We have so many point solutions managing different areas of these large integrated resorts, that getting everyone on the same page so we can offer a personalized experience for our guests is almost impossible. For example, why are there still long lines at the check-in lobby of a Vegas resort when they offer pre-arrival or kiosk experiences? What is broken? AI is not just a tool for efficiency, but a core driver for a competitive advantage, increased optimization of travel experiences, loyalty, and enhanced revenue through individualized guest journeys.
READ THE FULL ARTICLE BY MICHAEL CARUSO IN THE FALL 2025 EDITION OF GAMING & LEISURE MAGAZINE.