The guest-focused future of hospitality

Content supplied by Agilysys for AccomNews readers.

For hotels, the secret to delivering top level of service lies in creating a smarter, more unified understanding of the guest. With guests wanting a tech-first option and new approaches to measuring revenue, the future of hospitality is quickly becoming data-driven with guests at the centre.

At the heart of this evolution is the Intelligent Guest Profile. Traditionally, guest information has been tricky to locate and retrieve. Often scattered across multiple systems; one for property management, another for dining reservations, another for spa, and so on.

First published in the latest edition of AccomNews HERE

This results in a fragmented service, where a returning guest can be welcomed warmly at one end of the property but treated as a stranger at another. By consolidating all touchpoints into one unified profile, hotels can confidently deliver consistency.

A guest’s preferences, booking history and service requests travel with them, whether they are booking a table at the restaurant, scheduling a spa treatment or checking into a sister property in a different city.

The Intelligent Guest Profile

The Intelligent Guest Profile becomes even more powerful when enhanced with artificial intelligence. It does more than store static information; it recognises patterns, predicts needs and flags potential issues before they arise. A traveller who often books late check-outs on weekday stays can be prompted with this option automatically, while a family that frequently requests adjoining rooms can be accommodated without needing to ask.

Just as important is capturing dislikes. Avoiding unwelcome suggestions, such as offering a steakhouse promotion to a vegetarian guest, shows attentiveness and care. This predictive intelligence transforms the guest experience from reactive to proactive.

These insights also redefine how hotels approach upselling. Instead of presenting generic offers, hotels can deliver the right product at the right time – and at the right price. An upgrade opportunity might appear during mobile check-in, while a guest browsing the dining app could receive a tailored offer for a tasting menu aligned with their preferences.

For the guest, it feels less like a sales pitch and more like a thoughtful recommendation. For hotels, it increases guest spending as well as boosts loyalty by enhancing the stay.

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Mobility

Mobility plays a central role in hospitality today. Guests increasingly expect autonomy in how they interact with hotels, with the option of mobile check-in and check-out, digital keys and dedicated apps now seen as essential conveniences. When combined with Intelligent Guest Profiles, these mobile solutions become powerful engagement tools.

A guest completing check-in on their phone might be prompted with an add-on to book a spa treatment based on their past stays. Mobility not only reduces friction but also creates opportunities for personalisation at exactly the right moments.

RevPAR vs. RevPAG 

For decades, RevPAR (Revenue per Available Room) has been the industry standard. Yet RevPAR only reflects occupancy and room rates, ignoring the wider value of each guest beyond the room. RevPAG (Revenue per Available Guest) offers a more meaningful perspective by capturing total spend across the stay; from food and beverage to spa treatments and golf.

In a world where personalisation and upselling are driving forces, RevPAG paints a picture of both guest satisfaction and hotel performance. A guest who books a standard room but appreciates multiple add-on experiences may generate more value than one who pays for a premium suite and spends little else.

The implications are significant. A unified, intelligent profile ensures that every interaction feels consistent and personal, enabling greater upsell opportunities and increased revenue. This is more than a technological upgrade; it is a shift that must be adopted. Hospitality is moving from a room-centric model to a guest-centric one, where the goal is not simply to fill beds but to create lasting relationships through meaningful, personalised experiences.