The reason hoteliers want guests to have a lovely experience is so they will come back, and talk to their friends about how great it was to create some word-of-mouth referral business. The end game is all about building loyalty by giving customers a reason to like you and return to your property.

Relevancy is the core issue for hoteliers wondering if or how personalization can translate to the bottom line, according to Max Starkov, founder and director of HEBS Digital. “The relevancy of the offers always produces higher conversions on a website,” he says.

Starkov believes that personalization will follow a dynamic and broad trajectory that will eventually enable hoteliers to push out highly individualized offers to guests.

Google: How to win travelers in the age of assistance