Despite the promise of personalization, even HSMAI attendees and Executive Perspective panelists acknowledge their own discomfort with overt personalization.

"We’ve got to be creative. We have to go back to asking our customers what they want. Remember you’re a customer, too,” says Tammy Lucas, vice president of marketing for Best Western Hotels and Resorts.

To combat the creepiness factor, Radisson Hotel Group has built a database of 250 fields upon its CRM that looks at behavior of the guest as they’re interacting with the brand.