Imagine entering a hotel room set at the right temperature, the music you had playing in the car is now playing in the room, the lighting responds to your presence and you slump into a perfect mattress and pillow with your favourite TV programs, Instagram feed and social media services easily accessible on the HD screen. A few of your favourite candies are next to you on the bedside table. In the morning your preferred newspaper is ready to download and read. To be able to achieve these levels of unique personalisation hotels need to know guests much better. Digital channels, especially mobile, play a key role in this development, allowing guests to profile themselves and provide rich, contextual information. Get the full story at Econsultancy Read also "Why hotel marketing success depends on personalization" and "How to turn guest data into personalized experiences"