Latest news with #personalizedtravel
Forbes
13-06-2025
- Business
- Forbes
Travelers Want More Than Loyalty Points
Traditional travel loyalty program perks, such as points and elite status, are becoming less influential in maximizing a guest's experience. Travelers increasingly prefer personalized experiences and real-time recognition when booking travel versus traditional travel rewards for loyalty, such as points and elite status, which are becoming more challenging to redeem and enhance the trip quality. A tourist watches waves crash onto a reef protecting the lagoon and a resort on Rarotonga, the largest island of the Cook Islands on June 12, 2025. (Photo by William WEST / AFP) (Photo by WILLIAM WEST/AFP via Getty Images) AFP via Getty Images Hotel stays are a competitive business as travelers have numerous options. Instead of narrowing down where to stay by traditional metrics like cost or loyalty program membership, many guests also factor in personalization. Hospitality management provider Mews recently polled 2,000 travelers about their preferences and how hoteliers can win their loyalty. Overall, the survey reveals that 68% of respondents favor personalized experiences. The percentages are higher among two particular traveler backgrounds: 'The era of transactional loyalty is over,' says Richard Valtr, Founder of Mews. 'Today's travelers want genuine recognition - the kind that comes from truly understanding who your customer is, why they have come and what they aim to achieve during their trips. More personalized experiences, less loyalty tiers.' This study also finds that 82% of responding travelers are frustrated with traditional point programs. Moreover, only 24% view hotel rewards as the most valuable based on their lifestyle, with grocery store rewards (55%), credit card points (50%), gas rewards (39%), and airline miles (25%) placing higher. The most prominent hotel rewards barriers include: Integrating AI technology enables hospitality providers to efficiently personalize experiences, making each guest feel like a VIP with every stay. Excellent customer service is also crucial, with 62% of travelers citing poor service quality and communication as the top reason for abandoning a brand. This hindrance surpasses issues with broken or faulty facilities, room problems, and a sudden halt in amenities. Jetsetters are increasingly opting for airlines based on convenience or additional perks, rather than concentrating solely on accumulating frequent flyer miles with a specific alliance. For instance, many budget-conscious travelers prefer to fly Southwest Airlines due to its competitive fare pricing and its (recently discontinued) 'two bags fly for free.' Delta Air Lines provides complimentary onboard Wi-Fi to all SkyMiles members on equipped aircraft. The airline also offers in-flight experiences, such as its free Sky Hopper game, to earn entries for monthly prizes. Popular airline loyalty initiatives also include personalizing customer service interactions through AI chatbots, tailored promotions and challenges, and subscription memberships. Nevertheless, alliance loyalty remains significant for frequent flyers, as they can earn elite airline status or redeem multiple award flights each year. Programs are personalizing milestone award choices. Preferences for travel rewards are shifting as guests increasingly prefer personalized perks over the uniform approach that older generations typically favor. Hotels and airlines that challenge the status quo by treating each customer as unique and highly valued stand to benefit the most from this changing trend. Related Articles:
Hospitality Net
10-06-2025
- Business
- Hospitality Net
Connect, Curate, Customize: Teamwork and Technology Turn Outdoor Experiences into Unforgettable Adventures
As summer travel trends shift, one truth remains: the more personalized and immersive the experience, the more likely guests are to return. In today's uncertain marketplace, travelers are booking later and staying for shorter periods, often Thursday through Sunday rather than a full week. With rising costs and global events weighing on decision-making, guests are opting for quick getaways — and looking for meaningful experiences to make the most of them. Despite the uncertainty, outdoor adventure remains a strong draw. According to the Outdoor Industry Association, the U.S. outdoor recreational economy is worth $887 billion annually and according to CRR Hospitality, outdoor adventure tourism is projected to grow by 15.3% annually through 2033. To stay competitive, hotels must go beyond standard offerings. Guests want to feel immersed in the local culture and environment — something they cannot replicate at home. At Motto by Hilton Bentonville in Arkansas, for instance, we've seen how curated, hyper-local experiences drive deeper guest satisfaction. Experiences Are the New Amenity Today's travelers prioritize destination over décor. Functional, efficient guest rooms are appreciated, but it is the experiences beyond the room that guests remember. Partnering with local event managers, tour companies, and artists helps uncover the 'hidden gems' that make your market memorable. Start with your team. Ask employees what they love about the area. Their insider knowledge can uncover the best trails, museum exhibits, bike routes, or lesser-known eateries — things guests might miss on Google. Personalization matters. Avoid generic recommendations. Take the time to understand what each guest is looking for. A QR code linked to an e-Concierge platform can share staff-curated favorites, updated in real-time to reflect seasonal events and local discoveries. Partner for Personalization Creating truly customized adventures is easier when you have the right partner. At our Arkansas properties, we work with 37 North Expeditions to provide on-demand outdoor experiences — from e-bike rentals to kayaking tours and corporate scavenger hunts. These kinds of partnerships are key to delivering flexible, high-quality adventures that align with your guest demographic. Eco-consciousness is another growing priority. Guests are seeking sustainable, walkable destinations beyond crowded hotspots. They will choose a pricier stay if it offers a stronger connection to the community and natural surroundings. Source: Hilton Motto Bentonville Source: 37 North Expeditions Source: 37 North Expeditions Get Involved 'Locally' Everyone on your team should engage with the community. Sales leaders can become ambassadors for local CVBs. GMs can join promotional boards. Offer your lobby space to community partners for pop-ups or meetings. Promote nearby parks, restaurants, and events on social media. Curate, Do not Just Sell Help guests plan their day. Be a connector, not just a host. A stay at your hotel should open the door to local experiences — not just serve as a place to sleep. Think Creatively About Partnerships Even if your property is not in a traditional resort area, there's value nearby — whether it is a public art installation, a farmer's market, or a mom-and-pop coffee shop. Build relationships with these businesses to enrich the guest experience. Start Small and Add Value Begin with a simple amenity, such as a hiking map and a locally made snack included in a room package. Instead of relying solely on discounts, find ways to enrich your existing offerings. Be Ready for Unique Needs Flexibility is key. Big events like cycling races may require creative bike storage or early check-ins. Anticipate these needs and plan accordingly. For example, our Motto by Hilton extended bike valet service, an extension of our bike storage and service offerings. Looking Ahead We expect demand for hyper-local, eco-conscious travel to keep rising. Properties can get ahead by investing in sustainability — like offering sparkling and still water refill stations or contributing to carbon offset initiatives for outdoor experiences. Personalization, authenticity, and sustainability are the new standards. Hotels that lean into these values will lead the way. Those that do not will be left behind. About the Author Bailie Sonnentag is Director of Sales, Northwest Arkansas, for Hospitality America, a leading third-party hotel development and management company and a preferred partner of Hilton and Marriott. Hospitality America is recognized as a winner of USA Today's Top Workplaces 2024 - 2025 awards. For more information, please visit or connect with Hospitality America on LinkedIn. Barb Worcester Owner, President at PRPRO 14409305770 Hospitality America
