Personalization At Scale: How AI Is Transforming The Future Of Travel
From Static Check-Ins to Dynamic Experiences
Welle's vision is clear: replace administrative clutter with elevated human connection. 'Most hotels still force you to queue at reception,' he says, 'and the receptionist is typing furiously into some legacy system, ignoring you.' Mews turns that model on its head by digitizing every back-office process possible—empowering staff to step out from behind the desk and into the guest's world. The platform isn't just about booking rooms faster. It's about using technology to create space for meaningful interaction. Mews' ecosystem of mobile apps spans every hotel persona—from receptionists and housekeepers to accountants—creating a unified infrastructure capable of intelligent, scalable service.
AI-Driven Personalization: No Longer a Buzzword
AI has long been hyped as the future of hospitality, but Welle believes we're finally entering an era where real results are possible. 'Hotels have massive guest profiles filled with rich data,' he notes. 'But no one does anything with it.' Now, AI makes it feasible to unlock that data—to read it, interpret it, and act on it in ways that feel human. Take something as simple as dietary needs. 'I'm lactose intolerant,' Welle shared. 'If I check into a room and find lactose-free milk in the fridge, that's a signal—I've been seen.' It's a small gesture, but one that builds loyalty faster than any rewards program can. These moments aren't just nice-to-haves. They're scalable. AI can help surface those insights and automate actions that used to require a concierge's memory or a hotelier's intuition.
The Hotelier's New Role: Data Storyteller
This evolution also redefines the role of the hotel employee. 'You're no longer a data entry person,' Welle says. 'You're now a listener, a conversation starter, and a data collector.' Conversations like 'Where are you eating tonight?' become a goldmine for building guest profiles—information that's unique to the hotel and difficult for third-party platforms to replicate. And when done right, this allows hoteliers to pre-empt needs, create curated itineraries, and recommend local events—all tailored to the traveler's profile and preferences.
Real-World Inspiration: Brands Leading the Charge
Several forward-thinking hotel brands are already harnessing the power of data and AI. Welle highlighted Pineapple Hospitality for its commitment to crafting unique guest experiences and Maison Mère in Paris, where the team has designed 12 distinct guest archetypes—each with personalized journeys and offerings. These aren't gimmicks. They're scalable systems built on intentional design and smart tech, allowing boutique and enterprise properties alike to go beyond 'room and board' toward deeply memorable experiences.
From Booking to Belonging: The Experiential Layer
With AI powering better insights, the logical next step is weaving personalized experiences directly into the booking journey. Culinary tours, museum passes, concerts, and even sporting events—offered at checkout or through a brand app—become not just upsells but essential extensions of the stay. 'Hotels know who you are better than any OTA does,' Welle insists. 'So why shouldn't they have a voice in what you do once you're there?' Mews, in particular, is positioned to power that vision. Already integrated with online check-in, loyalty platforms, and guest preference systems, it's not hard to imagine a near future where AI-driven recommendations appear before travelers even unpack their bags.
AI That Feels Like Hospitality
The real promise of AI isn't just better margins or increased efficiency. It's empathy at scale. The guest who gets exactly the fridge items they need, who's recommended the perfect jazz bar nearby, or who checks in without stress—those guests don't just come back. They become advocates. And that shift—from passive booking to passionate loyalty—is where the future of travel is being shaped today. As Welle says, 'It's about using technology to make people feel seen. And that's hospitality at its best.'
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