{"id":946,"date":"2026-02-11T13:15:39","date_gmt":"2026-02-11T12:15:39","guid":{"rendered":"https:\/\/torreshospitalityconsulting.com\/?p=946"},"modified":"2026-02-11T13:15:41","modified_gmt":"2026-02-11T12:15:41","slug":"do-you-want-subscribed-guests-or-truly-loyal-ones","status":"publish","type":"post","link":"https:\/\/torreshospitalityconsulting.com\/en\/2026\/02\/11\/do-you-want-subscribed-guests-or-truly-loyal-ones\/","title":{"rendered":"Do you want subscribed guests\u2026or truly loyal ones?"},"content":{"rendered":"

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<\/strong> over status-driven luxury.<\/p>\n\n\n\n

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 \u201cthought count<\/em>"<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Travelers want meaning, not more marble<\/h3>\n\n\n\n

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<\/strong>. A hyper-targeted wellness suggestion, a tailored city itinerary, or a simple gesture that anticipates a guest's preferences. These matter more than ever.<\/p>\n\n\n\n

This shift is not anti-luxury. It's post-luxury. And it puts intentionality<\/em> and personalization<\/em> at the heart of the hotel experience.<\/p>\n\n\n\n

AI and Humanity: The new luxury duo<\/h3>\n\n\n\n

One of the standout points from the survey was the traveler's desire for balance between artificial intelligence<\/strong> and human warmth<\/strong>. The best guest experiences, it seems, come from technology that knows you and staff who still care<\/em>.<\/p>\n\n\n\n

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<\/strong>. The message is clear: AI may do the remembering, but people must still do the connecting.<\/p>\n\n\n\n

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 \u201cFirst time in the Hotel?\u201d<\/p>\n\n\n\n

Let's reframe the conversation around personalization and ancillary revenue. Think of your team as data-augmented baristas<\/strong>. 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.<\/p>\n\n\n\n

\u201cWe noticed you've booked spa treatments during your last two stays: Would you like to add a yoga + massage bundle to your arrival for \u20ac80?\u201d<\/p>\n\n\n\n

This isn't pushy. It's thoughtful. And it works. The goal isn't to sell more. It's to sell better<\/em>. To offer the right add-on at the right time, in the right tone.<\/p>\n\n\n\n

Designing a \u201cHuman-AI Concierge\u201d experience<\/h3>\n\n\n\n

Let's get practical. What does this mean for your hotel operations?<\/p>\n\n\n\n

1. Activate Your CRM with Intelligence<\/h3>\n\n\n\n

Use past booking behavior, preferences, and even feedback to segment your guests into actionable personas. Then, personalize offers accordingly. For example:<\/p>\n\n\n\n