Powering profit with personalisation
Exclusive: Craig Dennington of Agilysys on bridging the ‘Aspiration-Reality Gap’—and why RevPG is the future for guest loyalty and profit.
Personalisation has moved from novelty to necessity in hospitality. For hoteliers across the Asia-Pacific (APAC) region, delivering relevant, timely and memorable experiences is no longer a differentiator, it’s an expectation.
Yet, despite high guest satisfaction rates, 63 percent of guests do not rebook hotels they enjoyed. That gap is a missed opportunity for loyalty, spend, and long-term profitability.
A key avenue in moving forward lies in leveraging guest data to understand preferences, anticipate needs, and personalise experiences that both delight guests and deliver returns. When properly executed, personalisation is more than good service, it’s a revenue strategy. In fact, 68 percent of APAC travellers say they would spend more for personalised services, making it a direct path to higher guest spend and improved profitability.
First-party data is a valuable asset
Hotels collect vast amounts of guest data via booking engines, point-of-sale systems, mobile apps, loyalty programs, and property management systems. But are they using it?
Twenty-six percent of guests specifically appreciate touchpoints tailored to them—whether through personalised staff interactions or seamless self-service. These aren’t abstract possibilities; they’re actionable prompts, made possible by using data to connect the dots across the guest journey.
Unified systems linking PMS, POS and guest folios help operators identify patterns and act accordingly. Hamilton Island Enterprises, for example, has transformed operations by consolidating disparate systems into a single integrated platform. This shift enabled centralised decision-making and real-time access to guest data across its accommodation and experience portfolio. The group’s investment can drive more data-informed decisions, better guest engagement, and stronger operational oversight — a clear example of how unified technology enhances both guest experience and business outcomes.
Automate the routine to elevate the guest experience
In a resource-constrained industry, automation is often viewed as a staffing solution. But its true value lies in enabling teams to focus on what matters most – the guest.
Sixty-six percent of APAC travellers say shorter wait times across check-in, dining and booking would make them spend more. Yet many properties still rely on fragmented systems and manual workflows. Automating low-value tasks such as mobile check-in or digital dining orders reduces friction and frees staff to engage in more meaningful ways.
The result is higher satisfaction, greater staff productivity, and a consistent experience that reflects guest preferences from arrival to departure.
A new metric for a new era
The industry has historically benchmarked success using Revenue per Available Room (RevPAR). But with guest spending now extending well beyond accommodation, it’s time to embrace Revenue per Guest (RevPG), a more holistic measure of value.
Eighty-two percent of hospitality executives agreed that RevPG better reflects modern guest behaviour. Still, more than half (56 percent) admitted they were not prepared to act on this opportunity.
That gap, what Agilysys calls the ‘Aspiration-Reality Gap,’ is due to outdated systems or lack of integration. Yet the benefits of aligning around RevPG are compelling. A shift from room-centric to guest-centric thinking unlocks cross-sell and upsell opportunities, informs dynamic pricing, and captures value from non-room experiences like dining, spa, and more.
Loyalty is a data-driven outcome
Personalisation and loyalty go hand in hand. When a guest feels known and understood, they’re more likely to return. In fact, 73 percent of APAC guests said they’d rebook if their experience felt tailored to them. A robust loyalty program is part of that equation, with 68 percent stating they would spend more if rewarded meaningfully.
By integrating loyalty program data with operational systems, hoteliers can trigger targeted offers at the right moment – whether it’s a surprise upgrade, a favourite table in the restaurant, or a personalised email post-stay. These interactions don’t just drive bookings and profit; they build emotional connection and brand trust.
Small steps, lasting impact
Hotels don’t need to overhaul everything at once. Many start with a single system integration, like linking PMS and POS, to begin capturing and using guest data effectively. From there, they can layer on loyalty insights, automate communications, and personalise service incrementally.
For APAC hoteliers, the path forward doesn’t require transformation, just a clear strategy and consistent execution. With guest data in hand, properties can deliver more meaningful experiences and unlock greater value at every stage of the journey.
Ready to bridge the ‘Aspiration-Reality Gap’ and shift to a more guest-centric, RevPG-focused strategy? Discover how Agilysys’s unified hospitality solutions can help you harness data, personalise at scale, and drive long-term profitability.
Drawing upon over two decades of extensive experience in the hospitality technology sector, Craig Dennington is currently the Regional Director for Australia & New Zealand at Agilysys, a leading global provider of hospitality software and services. His career began in traditional hotel operations in the UK and Sydney’s five-star hotels, providing him with a foundational understanding of the industry from the ground up.
Craig’s expertise has since evolved to focus on IT and systems solutions, particularly in property management systems, product marketing, cloud solutions, and SaaS. He possesses a deep insight into the specific technology needs of hotel teams and excels at tailoring solutions to meet precise business requirements. He has spoken on how major events drive hotel occupancy and revenue, and how hotels can leverage technology and tailored experiences to convert short-term gains into long-term guest loyalty.
Craig is passionate about leveraging technology to maximise property efficiency and enhance guest satisfaction across the hospitality landscape.