There is a huge disconnect between what too many leaders believe personalization is all about and the reality of what it feels like when one experiences it.

Guest personalization is not: Sending a generic text message saying “Welcome to the hotel. How is your room?” Using an email template listing “local area attractions”; making an intrusive phone call while I am busy unpacking to ask “How is your room sir, good?”

Attempts at personalization such as these generate about as many “warm fuzzies” as the “Happy Birthday” texts and emails we get from our doctor, dentist and auto dealership.