Craig Dennington on RevPAG, personalisation and why hotels can’t afford to stand still
Time to think beyond the room.
Walking the busy floor at NoVacancy 2025, it was hard to miss the buzz around Agilysys. Their stand was constantly busy, and their regional director for Australia and New Zealand, Craig Dennington, was in the thick of it—meeting operators, answering questions and clearly enjoying the fact that this year, people were actively seeking him out.
“It has been a very good show,” Craig said when we caught up face-to-face at ICC Sydney. “Lots of conversations and some really strong leads. The big difference since last year is that we’re not cold calling anymore. People know who we are now. They come to us and want to talk about what we can do for them.”
That shift reflects a huge 12 months for Agilysys in this market.
“Since last year we have signed some amazing new clients,” Craig said. “In New Zealand we now have the Roki Collection, probably the most luxurious resort in the middle of Queenstown and Millbrook in Arrowtown. The award-winning Deep Blue Hot Springs is also about to go live in Warrnambool, Victoria, Australia. It’s been a full-on year.”
He credits his team for making that growth possible.
“I’m so proud of them. I’ve stretched them because we had so many new clients come on so fast, but they have exceeded every expectation.”
Craig also points to the value of having strong leadership behind him.
“I feel fortunate to work with Tony Marshall, our Vice President and Managing Director, Asia Pacific at Agilysys. He’s wonderful to work with and has supported our growth here.”
Read Tony Marshall’s interview at NoVacancy on AccomNews HERE
Why RevPAG is more urgent than ever
The conversation quickly turned to why hotels can’t rely on RevPAR alone anymore.
“The urgency is underpinned by changing guest expectations,” Craig explained. “Filling rooms alone is no longer enough to get guests to return. The key is embedding personalisation seamlessly into the journey—from booking through to post-stay engagement. Done well, it doesn’t feel like upselling. It feels like thoughtful service tailored to each guest’s needs, and that drives both revenue and loyalty.
“RevPAG captures the total value of every guest, rather than just counting rooms booked. If operators don’t adapt, they risk leaving substantial revenue untapped and losing competitive ground to properties already investing in guest-centric models.
“Those who act now will maximise profitability. Those who delay will struggle to keep pace in a market increasingly driven by personalised experiences.”
When we dug deeper, Craig made it clear this shift is especially critical in Australia and New Zealand right now.
“Labour shortages, rising costs and changing guest demographics are putting pressure on margins. Operators who only think about room nights are missing a big part of the spend.”
From rooms to relationships
Craig believes that when hotels embrace revenue per available guest, it fundamentally changes the way they operate.
“When you measure revenue per guest, every touchpoint becomes an opportunity—spa, food and beverage, events, activities, technology-enabled conveniences. Instead of just selling a room, you start designing experiences that keep guests on a property longer and encourage them to spend more.
“It’s about shifting from a transactional mindset to a relationship mindset. Guests feel understood and the hotel sees greater lifetime value.”
Luxury properties are already taking the lead.
“Think about the types of destinations that offer a mix of adventure and relaxation,” Craig said. “Guests might want activities like scenic tours, guided nature experiences or water-based adventures, alongside spa treatments and great dining. If you know the guest well, you can match them to the right experiences at the right time.”
Personalisation in action
“Personalisation means gathering insights at every touchpoint so hotels can tailor interactions in ways that feel deliberate and considered,” Craig said. “That might include anticipating needs, providing relevant recommendations and ensuring consistency across the property.
“Technology helps by connecting PMS, POS and guest communication platforms to create a single view of each guest. The focus, though, is on using those insights to enhance the overall experience.
“Our research shows 73 percent of APAC travellers are more likely to rebook when their stay is tailored to individual preferences.”
Then he added a practical example operators can relate to: “It’s about sending the right offer to the right guest, not blanket emails. You don’t send a vegan a seafood deal. You know who they are and what matters to them.”
Closing the loyalty gap
Even happy guests don’t always come back.
“Satisfaction alone doesn’t guarantee loyalty,” Craig said. “Our research shows 63 percent of APAC travellers do not rebook hotels they’ve enjoyed. If the experience feels generic, guests have little reason to return.
“Intelligent Guest Profiles and connected systems help staff anticipate needs and make thoughtful offers—an upgrade that suits a guest’s preferences or a tailored amenity during the stay. When these touches feel personal rather than transactional, they spark loyalty and repeat business.”
Technology as the enabler
Craig is passionate about the role of tech in making all this possible.
“Intelligent Guest Profiles, integrated systems and AI form the foundation for true personalisation. A single profile consolidates guest data across the property, while integration ensures that information flows between departments. AI then predicts preferences, surfaces tailored offers and adjusts pricing in real time based on behaviour.
“This transforms the upsell from a generic promotion into a meaningful, well-timed suggestion—whether that’s a spa package, a dining experience or an activity—and ultimately drives RevPAG.”
But he warns that legacy systems are holding some operators back.
“Some older PMS were built just to manage reservations and billing. They don’t empower staff to act on insights in real time. That’s where revenue is lost.”
Big events, bigger opportunities
Craig says major events and seasonal peaks are underused chances to build long-term loyalty.
“Big events bring a wave of first-time visitors, but the goal should be turning that excitement into a relationship. With a modern PMS and single guest profile, hotels can tailor the experience to each visitor in real time.
“Post-stay engagement is just as important. Follow up with tailored offers that reference what the guest enjoyed during their visit to invite them back and explore more of the destination.”
Beyond the room: where the money really is
“Wellness and food and beverage remain strong,” Craig said. “Wellness has moved from a nice-to-have to an expectation, with guests happy to pay more for personalised packages. Dining is another huge opportunity—use PMS data to promote the right specials, wine pairings or curated packages.
“The real growth is in connecting these experiences across the property so that wellness, dining and activities feel like a seamless journey rather than bolt-ons. That builds spend and loyalty.”
Looking ahead
Craig’s advice for hotel leaders is simple but powerful: “Treat unified guest data as your most valuable asset and build strategy around it. Personalisation, loyalty and RevPAG all depend on understanding guests at an individual level—not just who they are, but how they behave and what they value. Too often, that data sits fragmented or unused.
“Invest in modern, integrated systems to create a single intelligent guest profile. Use it to anticipate needs, personalise offers and reward loyalty. That’s how you move from generic service to meaningful engagement.”
Looking to the year ahead, he also sees Agilysys broadening its focus.
“By this time next year, I’d love another salesperson on board and to keep expanding beyond traditional hotels into food and beverage and eventually events. We already work with hospitality groups like Merivale and major theme parks, and there’s so much opportunity to support those sectors too.”
The takeaway
From the busy floors of NoVacancy 2025 to the luxury resorts of Queenstown, Craig Dennington’s message is clear: RevPAR alone isn’t enough anymore. Hotels that embrace data, personalise intelligently and think beyond the room will unlock new revenue and long-term loyalty, and those who delay risk being left behind.
Read an exclusive from Craig Dennington of Agilysys on AccomNews HERE
Read about NoVacancy 2025 on AccomNews HERE
