PREDICTIVE PERSONALISATION
FOR DECADES, HOSPITALITY HAS BEEN BUILT ON THE ART OF THE PERSONAL TOUCH: REMEMBERING A GUEST’ S NAME, THEIR FAVOURITE DRINK OR WHERE THEY LIKE TO SIT. BUT AS EXPECTATIONS RISE AND OPERATIONS SCALE, THAT KIND OF INTUITION CAN’ T RELY SOLELY ON HUMAN MEMORY ANYMORE. ENTER PREDICTIVE PERSONALISATION...
Predictive personalisation is not just remembering that Mr Smith likes his martini dry – it’ s knowing he’ ll want a quieter table by the window this time because he reads with his drink, and having it ready before he walks through the door.“ It’ s technology amplifying the human touch, turning good service into truly effortless, meaningful experiences,” explains Carla de Abreu, Senior Portfolio Manager at Dariel, a software engineering firm that delivers highvalue technology solutions.
“ What’ s changing now is how we scale that intuition. Predictive personalisation is the evolution of‘ knowing your customer,’ but it uses AI to anticipate what a guest will want before they ask,” says De Abreu.
The tech behind the magic
Behind the scenes, predictive personalisation runs on a sophisticated blend of artificial intelligence, machine-learning and real-time data orchestration – all quietly working to make every guest interaction feel natural.
According to De Abreu,“ At its core are systems that collect and interpret data to spot patterns and predict intent.” These include:
• Behavioural machine learning models trained on guest history – from past stays to dining and spa preferences.
• Real-time IoT integration, linking smart room sensors, mobile checkins, and wearable data.
• Natural language processing( NLP) that can read reviews, chats and feedback to identify sentiment and needs.
• Edge computing for instant decision-making, like adjusting room conditions before a guest even opens the door.
Across the globe, major hospitality brands are already adopting these tools. Hilton and Marriott use predictive analytics to personalise everything from check-in to room settings, while wellness pioneers like Six Senses tailor spa and sleep experiences based on guest data. Even outside hospitality, Starbucks’ s Deep Brew AI engine uses similar logic to predict what customers will want, and when – proof that anticipatory personalisation has endless potential.
“ When integrated well, the tech disappears,” says De Abreu.“ What’ s left is a perfectly timed, perfectly tailored moment and a successful stay.”
Real-world applications
Predictive personalisation is quietly reshaping the guest journey from the moment of booking through to post-stay engagement. Hotels are anticipating room preferences, restaurants are adjusting menus to match guest tastes and contexts, and even the smallest touches are becoming smarter.
“ Imagine checking into a boutique hotel in Cape Town, your room is pre-cooled; lights dimmed to your preference, a bottle of your favourite Stellenbosch pinotage waiting in the minibar and a message pings:‘ Sunset table booked at your favourite spot – your anniversary’ s tomorrow, yes?’” De Abreu explains.
None of it requires a request – it’ s all informed by data, context and systems designed to make guests feel seen.
Around the world, hotel groups are piloting predictive platforms that connect booking, loyalty and onproperty systems to anticipate needs in real time. Airlines like Delta, in the
2026 / TRADE & TASTE 131