Hoteliers are increasingly using technology to personalize services, and sources said the practice is opening new doors to directly connect with guests. Greg Horeth, COO of management company Spire Hospitality, said many brands have platforms within their property management systems that deal directly with customer preferences, amenity requests and so forth, which he said is “very effective.” “On the brand side, when the customer makes the reservations via phone or online, it goes into (his or her) customer profile,” he said. “The majority of them have frequent traveler or loyalty profiles, and profiles are built with requests included, much like what you see with car rental agencies or travel agencies.” Get the full story at Hotel News Now