Study Finds Travelers Willing to Pay More for Personalization

A new study from hotel revenue management platform TakeUp found travelers are willing to spend more for more personalized stays, as they prioritize personalization over price.

The study, which surveyed hundreds of travelers that reported frequently staying at independent hotels, found nearly all — 95 percent — travelers are more likely to book a stay if they receive personalized offers or recommendations from the hotel based on their interests. A lower number, but still the majority, say they would be open to hotels using AI or smart technology to help provide curated recommendations or pricing. Meanwhile, 45 percent will pay more for “unique” or “high quality” experiences, with only 11 percent prioritizing price over all other factors.

As for factors travelers said deter them from booking with a property? The most deterring factor was identified as limited or no guest reviews for the property, followed by uncertainty surrounding quality or cleanliness and inflexible cancelation terms.

Bobby Marhamat, CEO, TakeUp, commented on the survey: “The findings are encouraging for property owners — guests aren’t just looking for the cheapest option. They want unique experiences, personalized service and transparency. Most importantly, they’re embracing technology when it enhances their stay.”