At Arabian Travel Market (ATM) 2025, hospitality executives from leading hotel brands such as Marriott, Fairmont, and Minor Hotels highlighted the growing role of hyper-personalization in the luxury travel segment. Moving beyond traditional service, hyper-personalization involves tailoring experiences to individual guest preferences using AI-driven tools, chatbots, personalized dining, and curated amenities. According to the ATM Travel Trends Report 2025, 85% of hoteliers consider personalization a key driver of commercial value, with customized services shown to increase revenue by up to 5%. Research projects the global market for travel personalization and customization will reach $620.71 million by 2032.
During a panel discussion at ATM, Nicolas Hauvespre, VP of Luxury Brands at MEA Marriott, remarked, “It’s about creating something highly tailored and curated through leveraging technology and building on your culture, so you can develop that anticipatory service and meet both the explicit and unspoken needs of your guests.” Loay Nour, Vice President, Fairmont Brand and Marketing Communications, added, “Luxury is not one size fits all; it’s no longer about recognizing someone by name or knowing their preferences in their profile. You need to understand that these consumers are not just hotel consumers; they are accustomed to an ultra level of personalization from other brands and industries they interact with, so they have a certain minimum of expectations.”