Personalisation and bespoke service is no longer a nice-to-have, it’s becoming the foundation of luxury travel growth.

At Arabian Travel Market 2025 in Dubai, senior leaders from Minor Hotels, Fairmont and Marriott underscored the rise of “hyper-personalisation,” a shift from one-size-fits-all service to finely tuned, guest-by-guest experiences.

According to the ATM Travel Trends Report 2025, 85% of hoteliers now view personalisation, in terms of activities, experiences and amenities, as a crucial commercial driver, with tailored guest offerings shown to boost revenue by up to 5%.

Private jet travel via unsplash yaroslav-muzychenko

Nujuma Luxury Travel Trends Importance of Personalisation

Today’s next-generation traveller values meaning over mere opulence. Whilst these travellers have the funds to travel relatively regularly on an international scale, and stay in top luxury accommodations, they also arrive with clear ideas of their ideal stay; whether that’s be a bespoke dining experience, personalised check-in gifts and/or luxury amenities, a private cultural immersion, a unique once-in-a-lifetime experience or perhaps even an AI-driven itinerary that adapts to their preferences in real time.

In the world of hospitality, personalisation and customisation now extends well beyond the classic fruit-bowl, animal shaped towel-art or flower-flurried welcome. In order to make a stay truly memorable , today’s discerning luxury traveller expects thoughtful, bespoke touches that speak directly to their individual tastes and needs.

What do the experts say?

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To meet these growing demands, premium hospitality brands are having to invest - weaving data, technology and deep human insight into every touchpoint of service. Online chatbots are armed with past-stay preferences set up to ensure seamless check-ins; pre-arrival surveys feed into personalised welcome amenities and services; even in-room lighting and music arrive pre-set to each guest’s personal taste and preference.

Yet for a luxury traveller, hyper-personalisation is more than algorithms and automation, it should be and feel human.

“True bespoke service anticipates unspoken needs,” says Nicolas Hauvespre, VP of Luxury Brands, MEA Marriott. Acknowledging the growing usefulness of technology in creating and curating the bespoke and personalised experience of the guest, Hauvespre continues; “We leverage tech to collect insights, but the magic happens when our teams use those insights to surprise and delight.”

In an age when discerning travellers encounter bespoke experiences at every turn, from high-street stores offering personalisation both in-store and online, to high-end designers creating made-to-measure couture, the growing trend of initialing accessories, and of course, the undeniable explosion of algorithm-driven entertainment, it is clear that hotels and hoteliers can no longer settle for simple name recognition. Fairmont’s Loay Nour reminds us of this and says, “Guests are exposed to ultra-personalisation across fashion, retail and entertainment. We must match or exceed those standards, not just by knowing someone’s name, but by crafting moments that reflect their values and passions.”

Seamless Personalisation is the Hallmark of True Luxury

Marriott’s newly opened Nujuma, a Ritz-Carlton Reserve on Saudi Arabia’s Red Sea is built around that ethos: an intimate resort where curated cultural programming and tailor-made experiences take precedence over scale. Whilst the soon-to-open Miraval The Red Sea will invite guests to slow down, choosing a wellness and spiritual program that bests suits their personality and their needs, for a bespoke stay that is different for every visitor.

ANI Resorts

Lynda Jumeirah Marsa Al Arab 5

At Jumeirah’s newest gem, Marsa Al Arab, guests arrive to custom monogrammed slippers beside their beds and can even complete check-in in-room with a personal butler for a truly seamless welcome. Similarly, luxury icons like Rosewood and The Peninsula are renowned for elevating VIP stays with discreet, thoughtful details. think monogram-embroidered pillowcases and other subtle in-room touches that ensure each guest feels individually cherished. Both ANI Resorts and Aman, quiet indulgent hotel brands, surprise guests each night with curated pillow gifts, from soothing pillow sprays and indulgent face masks, to locally inspired keepsakes that reflect each the retreat’s unique cultural setting.

Hyper-personalisation now extends to every member of the entourage — two-legged and four-legged alike. Discerning travellers seldom journey solo; families arrive with children, and many bring beloved pets, each expecting bespoke touches.

The Mark Dogs

Dog Bed The Mark Hotel

Dog Toy The Mark Hotel

The Mark Hotel in New York City, has recognised this opportunity and now offers a "Spoiled Dog's Menu" for room service, curated by Chef Jean-Georges. This menu features gourmet entrées and pet-friendly desserts for guests' canine companions. The hotel staff greets dogs with enthusiasm and provides a welcome kit including a collar, leash, waste bags, and to-go water bowls. When it comes to the bedroom, just like the humans, dogs are provided with uber comfortable bedding, albeit in the form of Molly Mutt dog beds and signature, personalised water bowls. The Mark also offers access to dog walkers and expert groomers.

At The Mark, human guests skip the standard turndown chocolate and instead enjoy a bespoke nightcap, an elegant finale to any evening in the Big Apple.

Ashford Castle Lego Butler 1

Across the pond, as part of the Red Carnation Hotel Collection, Ireland’s Ashford Castle delights its youngest guests with magical moments designed to last a lifetime. Little ones can host a teddy bear picnic on the castle’s manicured private lawns, slip into ultra-soft children’s pyjamas for a snug bedtime, or summon the castle's one-of-a-kind Lego Butler service — yes, a butler who delivers curated Lego sets on a silver tray.

By weaving these playful, personalised experiences into their stays, luxury properties ensure every guest — whether human or hound — feels uniquely catered to.

The Future of Luxury Hospitality

As luxury hospitality pivots toward personalisation, the payoff is clear: stronger guest loyalty, premium pricing and higher ancillary spend.

By marrying advanced AI tools with genuine human connection, leading brands are turning bespoke service into a sustainable growth engine. In a market where next-gen travellers seek authentic, values-driven experiences, personalisation isn’t just desirable, it’s indispensable.

Arabian Travel Market 2026 is planned to take place in Dubai, from May 4 - 7, 2026
Dubai World Trade Centre, Dubai
Plan your visit to ATM 2026 here
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