In December 2025, Skift published a revealing piece on the Global Hotel Alliance’s (GHA) latest survey. The headline: 75% of travelers now prioritize personalized, meaningful experiences over status-driven luxury.
This is a complete realignment of guest expectations, which means that, looking into 2026, it’s no longer about thread count, and instead, focus on “thought count”.
Even though it might sound daunting as a business, the most complicated part is already done: You sit on the data that can deliver exactly that.
Travelers want meaning, not more marble
The GHA report speaks volumes: modern travelers are seeking restoration, relevance, and a sense of being understood (not impressed). Luxury for its own sake is losing appeal. What guests truly value is being known. A hyper-targeted wellness suggestion, a tailored city itinerary, or a simple gesture that anticipates a guest’s preferences. These matter more than ever.
This shift is not anti-luxury. It’s post-luxury. And it puts intentionality and personalization at the heart of the hotel experience.
AI and Humanity: The new luxury duo
One of the standout points from the survey was the traveler’s desire for balance between artificial intelligence and human warmth. The best guest experiences, it seems, come from technology that knows you and staff who still care.
Hotels are learning that personalization at scale is a competitive advantage. GHA members who expanded loyalty via smart data personalization reported a 25% increase in guest retention. The message is clear: AI may do the remembering, but people must still do the connecting.
In hospitality, loyalty is about perceived value: emotional, functional, and personal. Customers do not care about the points earned if every time they check in they are asked “First time in the Hotel?”
Let’s reframe the conversation around personalization and ancillary revenue. Think of your team as data-augmented baristas. You walk in, they know your name and your favorite drink. They don’t upsell you just to push a product. They suggest something you’ll actually want.
“We noticed you’ve booked spa treatments during your last two stays: Would you like to add a yoga + massage bundle to your arrival for €80?”
This isn’t pushy. It’s thoughtful. And it works. The goal isn’t to sell more. It’s to sell better. To offer the right add-on at the right time, in the right tone.
Designing a «Human-AI Concierge» experience
Let’s get practical. What does this mean for your hotel operations?
1. Activate Your CRM with Intelligence
Use past booking behavior, preferences, and even feedback to segment your guests into actionable personas. Then, personalize offers accordingly. For example:
- Wellness lovers → spa and health-focused packages
- Business travelers → early check-in + workspace deals
- Foodies → culinary experiences with local flair
2. Balance automation with genuine Hospitality
AI can recommend. People can reassure. Build a system where your technology offers meaningful suggestions, but your staff remains the final touchpoint. An automated app notification becomes more powerful when reinforced with a personalized note from the concierge.
3. Measure what matters
Move beyond open rates and conversion rates. Track uplift in:
- Ancillary revenue per guest
- Repeat booking frequency
- Guest satisfaction linked to personalization
The brands that win in 2026 will not be the ones with the largest loyalty programs. They will be the ones whose guests feel loyal to them. Not just subscribed.
If the last decade in hospitality was about scale, the next one will be about significance. The future belongs to those who can combine data-driven precision with heartfelt service. A massage isn’t just a spa treatment: it’s a recovery experience. A bundled local tour isn’t just an upsell: it’s a memory-in-the-making.
The good news? You already have the tools. The data is there. The tech is ready. The only question is: are you ready to use it to truly see your guests?
Because in 2026, the deepest loyalty will belong to those who make their guests feel known, and not just welcomed.
If you’re thinking, «We should be doing this at our hotel,» you’re not alone. I help hospitality brands like yours move from ideas to implementation. Want to explore how to boost your ancillary revenue with tailored strategies?
Do reach out: https://torreshospitalityconsulting.com/ Thanks!
