Hotels Turn to Personalization to Boost Rates

A recent global survey by Amadeus reveals a growing appetite among travelers for customized hotel experiences, with 63% expressing a willingness to pay extra for special features like scenic views, gaming devices, or curated excursions. These personalized offers could raise the average daily rate by around 12%, resulting in more than $5,000 additional annual revenue per room for mid-range hotels. This marks a shift toward a more segmented and value-driven accommodation model.

As hotels pursue this strategy, the traditional pricing structure is evolving. Rather than offering one-size-fits-all packages, many properties are adopting an à la carte approach, letting guests pay for only the features they truly value. This creates a more targeted hospitality model, aligning room offerings with individual expectations. Travelers must now consider not just the base room rate, but the value and cost of each optional extra when booking.

For leisure and business travelers alike, this trend unlocks a new level of flexibility. Guests can design their stay based on specific needs—whether that’s digital amenities for remote work, proximity to local landmarks, or enhanced in-room experiences. By choosing services that match their preferences, travelers can curate a more personal and enjoyable hotel visit that fits their unique travel goals.

Technology plays a key role in delivering these options. Many hotels are beginning to offer virtual room tours, AI-driven concierge support, and app-based booking customization. These tools give travelers greater insight into what they are paying for and allow them to preview accommodations before committing. Such innovations reduce uncertainty and make it easier to personalize travel without added stress.

These are all the changes that point to an experience-based tourism, where personalisation is more of a must than a privilege. While not every added feature will suit every budget, the increased ability to shape a trip is a meaningful improvement. As personalization becomes widespread, travelers who plan with intention stand to gain the most from this evolving hospitality landscape.