After a recent roundtable hosted in collaboration with Hotel Magazine x Mews, by Abir Goyal, UK Commercial Team at Mews, we share key takeaways that touch on elevating guest experience with data, personalisation, and smart technology in hospitality.
From the lively buzz of a Hotel Magazine roundtable, a clear theme emerged: hospitality is at a crossroads where the possibilities of technology and the complexities of guest experience meet — sometimes seamlessly, sometimes messily. The discussion ranged from boutique innovation to operational frustrations, but everywhere the same question pulsed: How can hotels leverage data and tech to deliver the kind of tailored, memorable journeys guests increasingly expect?
Why Personalisation Matters — And Why It’s Hard
The power of personalisation came through in anecdotes — a guest recognised by name, remembered for bringing their dog Fifi (who has her own custom dog bed and menu), welcomed with gifts, and greeted with questions tailored to past stays. When done right, this goes beyond wow-factor, driving loyalty, PR, and return bookings. AI and smarter CRM systems enable teams to know not just who is checking in but how to genuinely delight them with the details that matter, whether it’s remembering allergies, favourite side of the bed, or preferred wine at dinner.
Yet, real-world challenges are everywhere: legacy systems, fragmented data, and staff turnover. Several hoteliers described “starting from scratch” rebuilding profiles after changes in their teams or platforms, lamenting that most of their valuable knowledge still sat “in the heads of just three employees.” For many, clean data is elusive — one manager described pulling 8,000 guest profiles for a campaign and finding only 800 usable, with the rest lost to blank records, outdated OTA email addresses, or missed onboarding moments.
AI in Action: When Tech Feels Magical
The hoteliers in attendance of the event were animated about the new frontier: leveraging AI (like ChatGPT) and automation for more proactive, contextual service. Imagine a receptionist instantly served up the right guest data by face recognition, able to greet Mr. Edwards and ask how Fifi is doing post-surgery, and even offer a little present for the dog — all pulled from central, AI-enriched profiles.
There’s excitement, and caution. Some question AI’s reliability, and everyone agrees expectations have skyrocketed now that guests have assistants in their pockets. The consensus? AI should empower staff to be more present, not replace human warmth. Smart tools give teams superpowers for remembering details and customising every touchpoint, while freeing them to have unscripted, authentic connections.
“Spaces” and Revenue: Maximising Every Square Foot
A recurring theme was the potential to see hotels not just as room providers, but as space managers: selling everything from desk spaces by the hour to karaoke rooms or event suites, and making it seamless for guests to book these services as part of one journey. Most hotels, the group admitted, still rely on clunky manual processes and miss opportunities to upsell or utilise their full inventory.
This is where platforms like Mews shine. Mews empowers hotels to configure, sell, and manage any kind of space or service — rooms, parking, meeting areas, wellness appointments — not just by night, but by hour or session. Live inventory, pricing, and centralisation mean teams can unlock new revenue streams and orchestrate experiences that truly fit the needs of leisure, corporate, and creative guests alike.
Digital Journeys vs. Human Touch
Debate raged around the right level of automation. Some relish a completely digital check-in and mobile keys; others see the physical key and personal welcome as sacrosanct elements of luxury and boutique hospitality. The lesson: there’s no one-size-fits-all; demographic, property type, and brand values must dictate the blend of digital and personal. The best tech is invisible, enabling freedom and choice, so guests can choose their ideal experience.
Building Loyalty: Beyond Points and Perks
Real loyalty is built not just with points but experiences, whether it’s access to exclusive events, plant-a-tree sustainability schemes, or surprise-and-delight tactics (think a pre-booked afternoon tea with show tickets). Digital ease drives reviews and repeat stays, but deeper emotional connection multiplies the impact.
The Mews Takeaway
The seminar echoed Mews’s philosophy: hospitality’s future is a mix of intelligent data, flexible operations, and empowered teams. Mews enables hotels to unify guest profiles, automate operational processes (including upselling and service management), and unlock space monetisation, all while safeguarding the soul of hospitality: people.
From Northern Europe’s innovative properties to creative independents worldwide, the leaders shaping the future are those who embrace technology, but never lose sight of the individual behind every booking.
Balancing personalisation, tech, and operational realities is hard — but the rewards are transformative. Whether you’re a hotelier wrestling outdated systems, designing “personality-based” check-ins, or rethinking how to sell your spaces, the key is to invest in platforms and practices that make data actionable, teams empowered, and every guest feel like they truly belong.