Executive Summary
This article explores how artificial intelligence (AI) is redefining personalization across the Premium Leisure and Recreational Experiences (PLRE) sector—including hotels, cruise lines, ski resorts, clubs, and casino resorts. As guest expectations shift toward hyper-personalized experiences, leading operators are using AI to analyze behavior, predict preferences, and tailor real-time interactions that enhance satisfaction and loyalty. Notable examples include Hilton’s Connected Room, Marriott’s AI-driven Bonvoy program, and MGM Resorts’ personalized offers through M life Rewards. AI also optimizes loyalty programs, automates service delivery, and boosts operational efficiency. The article concludes that AI-powered personalization is no longer optional—it’s a strategic imperative for hospitality leaders seeking to grow revenue, improve retention, and deliver exceptional guest experiences at scale.
The Power of Personalization: AI’s Role in Transforming Hospitality Properties
Personalization has become a critical driver of business success, particularly in the hospitality industry, where guest experience is paramount. Companies that excel in personalization generate 40% more revenue from these activities compared to average performers1. This trend is reshaping the operations of cruise lines, tourism operators, the ski industry, membership businesses, clubs, parks, mega hotels and gaming resorts, where artificial intelligence (AI) is being deployed to enhance customer engagement, optimize operations, and drive growth.
The Rising Demand for Personalization
Consumer expectations for personalized experiences have grown significantly. Research shows that 71% of consumers expect personalized interactions, and 76% express frustration when companies fail to deliver2. The COVID-19 pandemic further accelerated these expectations, with 75% of consumers adopting new shopping and service behaviors, and over 80% intending to maintain these habits long-term3.
Beyond short-term gains, effective personalization fosters customer loyalty. Over 75% of consumers say that personalized communication influences their brand preferences, while 78% are more likely to repurchase from a company that tailors content and experiences to their needs4. In response, leading hospitality companies have embraced AI-powered solutions to drive personalization at scale.
AI’s Role
Large Premium Leisure & Recreational Experiences operators are leveraging AI to deliver hyper-personalized guest experiences through data analytics, machine learning, and automation. AI enables category leaders to analyze customer preferences, predict booking behaviors, and provide tailored recommendations. Here are a few examples:
AI-powered chatbots and virtual assistants provide instant, 24/7 customer support, helping guests with bookings, inquiries, and service requests8. These technologies free up staff to focus on high-touch customer service, improving operational efficiency and guest satisfaction. AI is also optimizing revenue management by dynamically adjusting prices based on demand, competitor pricing, and historical booking trends, maximizing profitability9.
AI’s Growing Impact on Gaming Hotels
In gaming hotels and casino resorts, AI is playing an even more dynamic role in reshaping customer engagement. By analyzing guest data, AI can personalize gaming and entertainment options, increasing both guest satisfaction and revenue10. Personalized marketing campaigns driven by AI ensure that guests receive offers and promotions relevant to their interests and past gaming behavior, fostering deeper engagement.
AI-Enhanced Reward Programs
AI is revolutionizing reward programs by making them more personalized, engaging, and effective at driving customer loyalty. Traditional loyalty programs often take a one-size-fits-all approach, but AI allows hotels to tailor rewards based on individual guest preferences, booking patterns, and spending behaviors.
For example, AI-powered analytics can identify which perks are most valued by different customer segments—whether it’s free room upgrades, dining credits, or exclusive event access. Sector leaders can then dynamically adjust offers, ensuring guests receive personalized incentives that increase their likelihood of return visits.
AI can also enhance real-time engagement within loyalty programs. By analyzing a guest’s on-property activity, AI can deliver timely reward notifications, such as offering a complimentary drink at the bar after a guest reaches a certain spending threshold. This kind of personalization creates a sense of exclusivity and appreciation, strengthening customer satisfaction and brand loyalty.
Additionally, AI streamlines program management by automating tier adjustments, ensuring high-value guests receive VIP treatment without manual intervention. It can predict when a guest is likely to churn and proactively send targeted offers, reducing customer attrition rates and increasing long-term engagement.
Summary - The Future of AI-Driven Hospitality
As AI continues to evolve, its role in the hospitality industry will expand further. By implementing data-driven personalization strategies, Premium Leisure & Recreational Experiences (PLRE) Sector leaders can provide highly customized experiences that enhance guest satisfaction, increase brand loyalty, and drive revenue. AI-powered marketing, automated guest services, and predictive analytics will continue to redefine the hospitality landscape, making personalization not just an option but a necessity for industry leaders.
For businesses looking to stay ahead, investing in AI-driven solutions will be critical to meeting rising consumer expectations and unlocking new opportunities in hospitality innovation.
Footnotes
Bill Thomas (bill.thomas@bespinglobal.com) is a strategic growth leader specializing in AI-powered cloud services for the world’s most discerning premium leisure and recreational experience brands. At Bespin Global, he helps architect bespoke technology experiences—designed not for the masses, but for organizations where operational precision and guest intimacy must go hand-in-hand.
A former executive with AWS, Dell, and EMC, Bill brings decades of transformational leadership in cloud channels, direct sales, and Cx innovation. Today, he leads Bespin’s go-to-market strategy across this specialty sector, delivering data-driven solutions that anticipate guest needs, personalize interactions in real time, and maximize revenue performance.
Armed with dual MBAs in Marketing Strategy and International Business from Regis Jesuit University, Bill believes every complex problem offers multiple paths forward—the key is selecting the one that delivers better, faster, and more cost-effective outcomes.
A lifelong advocate for human-centric technology, his work extends to humanitarian innovation, having developed AI solutions for organizations such as the American Red Cross, Polish Red Cross, and Save the Children. Whether designing next-gen platforms or mentoring future tech leaders, Bill remains focused on one principle: innovation only matters when it makes a meaningful human impact.
Connect with Bill on LinkedIn: linkedin.com/in/bill-thomas-az