Latest news with #NicolasHauvespre
Tourism Breaking News
21 hours ago
- Business
- Tourism Breaking News
85 per cent hotelier view personalisation as driver of commercial value
Post Views: 9 Personalisation is emerging as a growing trend in travel and tourism, particularly within the luxury segment, as travellers increasingly seek experiences tailored to their individual preferences and lifestyles. According to the ATM Travel Trends Report 2025, developed by ATM in partnership with Tourism Economics, 85% of hoteliers now consider personalisation as a key driver of commercial value, with tailored experiences shown to generate additional revenue of up to 5%. Furthermore, insights by market intelligence firm Future Market Insight Inc, has revealed the global customisation and personalisation in travel market is expected to reach US$620.71 million by 2032. Senior executives from leading hotel groups, including Minor Hotels, Fairmont and Marriott, examined the rising influence of 'hyper-personalisation', which moves away from one-size-fits-all services to offering bespoke guest experiences. Leveraging tools such as AI-driven customisation and chatbots, as well as personalised welcome amenities and bespoke dining options, these brands are redefining the customer journey in the luxury travel segment, which is witnessing a continued surge worldwide at the Arabian Travel Market 2025. Speaking during the panel, experts defined hyper-personalisation as providing individualised experiences that anticipate both expressed and unspoken guest needs. While technology and Artificial Intelligence (AI) are instrumental in delivering customised offerings at scale, the panellists agreed that human connection remains essential for a truly personalised hospitality experience. Nicolas Hauvespre, VP of luxury brands at MEA Marriott, said: 'When it comes to hyper-personalisation, for many brands, this goes far beyond traditional service. It's about creating something highly tailored and curated through leveraging technology and building on your culture, so you can develop that anticipatory service and meet both the explicit and unspoken needs of your guests.' The panel, which also included Loay Nour, Vice President Fairmont Brand and Marketing Communications, and Amir Golbarg, Senior Vice President Minor Hotels, also discussed the importance of establishing an emotional connection, anticipating guest needs, and building this over time. 'Luxury is not one size fits all, it's no longer about recognising someone by the name or knowing their preferences in their profile, because you need to understand that those consumers are not only hotel consumers, they are exposed into the ultra level of personalisation from other brands and other industries that they work with, so they have a certain minimum of expectations,' said Nour. In the Middle East and Africa, Marriott is embracing this shift while maintaining brand distinctiveness, expanding its luxury footprint with projects such as the Ritz-Carlton Reserve at Nujuma in Saudi Arabia's Red Sea, which is rooted in immersive, cultural experiences. Upcoming openings elsewhere in the region include a portfolio of curated Ritz-Carlton safari lodges in eastern Africa, which will pioneer new destinations and provide guests with highly authentic experiences. Meanwhile, owner-led hospitality companies, such as Minor Hotels, are using their lean structures to pilot new concepts in-house before rolling them out globally. This operational flexibility has enabled the company to invest in curated, experience-driven offerings that prioritise quality over quantity. A recent success story includes the 22-room Anantara Santorini Abu Dhabi in Ghantoot, which has outperformed expectations by focusing on hyper-personalised offerings in a unique setting. Commenting on these insights, Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: 'As luxury travel evolves, so too does the definition of what it means to deliver highly personalised experiences. Today's travellers are looking for more than exceptional service; they expect tailored journeys that reflect who they are and what they value. At ATM, we are witnessing how hospitality brands are rising to the challenge, providing guests with luxury experiences that are personalised, sustainable and connected to people and place.'
Campaign ME
25-06-2025
- Business
- Campaign ME
Marketers share top strategies shaping the future of hospitality marketing
Several marketers who are members of the Hospitality Sales and Marketing Association International – Middle East and Africa not-for-profit industry association, which serves the hospitality sales, marketing, revenue management and distribution community in the region, recently gathered to share their insights on what's next for hospitality marketing. The HSMAI MEA Marketing Advisory Board is led by Chair Loay Nour, Vice President Brand & Marketing, Fairmont Hotels & Resorts; and Vice Chair Amal Harb, Marketing Advisor and Instructor, Dubai College of Tourism (DCT). Members who participated in the discussion included: Nicolas Hauvespre , Vice President Luxury Brands, Middle East & Africa, Marriott International ; , Vice President Luxury Brands, Middle East & Africa, ; Kiran Kumar , CHDM Regional Director of Marketing, United Hospitality Management ; , CHDM Regional Director of Marketing, ; Robert Singleton, Director, Loyalty Performance Strategy IMEA, IHG Hotels & Resorts. Other members of the Advisory Board include: Stephanie Abou Jaoude , Senior Area Marketing & Communications Director – Middle East, Africa, Turkey & Mediterranean, Radisson Hotel Group ; , Senior Area Marketing & Communications Director – Middle East, Africa, Turkey & Mediterranean, ; Robyn James-O'Connor, Vice President Marketing, Jumeirah Hotels & Resorts; and Vice President Marketing, and Hana Fuchs, Regional Director of Marketing Communications MEA, Minor Hotels. Some of the key topics hospitality marketers are addressing include digital transformation, the role of AI and automation, authentic storytelling, the intersection between personalisation and privacy, new content strategies and purpose-led marketing to respond to the ever-evolving needs of the environmentally conscious traveller. Purpose-led and personalised marketing Looking at the evolving marketing landscape, the Advisory Board began the conversation responding to emerging trends and developments they believe will most significantly shape hospitality marketing in the next few years. 'I believe we will see a strong shift toward personalisation, emotional connection, and purpose-driven engagement, said Fairmont Hotels & Resorts' Loay Nour. 'Younger travellers, particularly Gen Z and millennials, are looking for brands that align with their values and deliver meaningful, tailored experiences.' Echoing this sentiment, Marriott International's Nicolas Hauvespre said, 'A new generation of travellers is looking beyond traditional markers of luxury. Above all, they seek experiences that are memorable, meaningful, and purposeful. It's no longer just about opulence; it's the cumulative effect of authentic and emotionally rich interactions that make an experience truly unique, highly desirable, and unforgettable.' 'In addition, there are macro trends such as the rise of blended travel and the evolution of technology that are driving the global and regional tourism and hospitality sector,' said IHG Hotels & Resorts' Robert Singleton. Honing in on technlogy, hospitality marketing's future blends AI-driven personalisation and efficiency with enduring human connection. 'Where traditional marketing depended on broad segmentation, AI empowers us to craft deeply individualised journeys, drawing on real-time data and behavioural insights.' – Amal Harb United Hospitality Management's Kiran Kumar said, 'While technology analyses data for tailored experiences and operational gains, the personal touch and localised offerings remain key differentiators. A balanced approach, leveraging both tech and manpower, will optimise guest satisfaction and efficiency.' Emphasising the importance of a balanced approach, Dubai College of Tourism (DCT)'s Amal Harb added, 'At its core, our business is about human connection and we want to ensure that AI and automation are here to amplify it.' She explained that technology, including AI and automation, are transforming the guest experience, enabling a shift from reactive service to predictive, highly personalised engagement. 'Where traditional marketing depended on broad segmentation, AI empowers us to craft deeply individualised journeys, drawing on real-time data and behavioural insights,' Harb said. 'Through machine learning and predictive analytics, we can anticipate guest needs before they are even expressed, whether it's tailoring offers based on booking patterns, recommending experiences aligned with past preferences, or optimising the timing and relevance of our communications. This level of personalisation enhances guest satisfaction and drives stronger conversion and long-term loyalty' As a Loyalty Director, Singleton added to the discussion saying that in a competitive market, a well-designed loyalty programme helps differentiate a brand by offering unique benefits or experiences. Singleton said, 'Loyalty programmes have the unique opportunity to combine member stay data and preferences to enhance hotel service delivery and guest experiences. They also offer hotels the opportunity to offer tailored experiences and communication that can lead to greater member satisfaction and stronger emotional connections with brands.' Nour added, 'Loyalty platforms and direct digital channels will be key tools for gathering insights and nurturing lasting relationships with guests.' 'Hotels that transparently communicate their sourcing and sustainability efforts and empower their team members to engage and educate guests on these initiatives, will build stronger connections and loyalty.' – Kiran Kumar Marketers reiterate the call for contextual and authentic storytelling The importance of building strong emotional conections in hospitality marketing is shared by the panel, with authentic storytelling highlighted as one of the critial factors in achieving this. 'To resonate with the modern, more conscious traveller, brands must move beyond polished promotions and lean into purpose-driven, emotionally genuine storytelling,' Harb said. 'It's about showing the soul of a place and inviting guests to be part of something meaningful.' She added, 'Authentic stories often come from real people and real moments; the local artisans behind a hotel's design, the chef who sources ingredients from nearby farms, or the community partnerships that contribute to responsible tourism. Sharing these narratives through behind-the-scenes content, guest spotlights, or team member voices, creates trust and emotional resonance.' Hauvespre opined that the luxury hospitality market is at a critical inflection point. After years of strong growth driven by rate increases, consumers are beginning to question the value equation, which presents a powerful opportunity for marketing to refocus on creating culturally relevant, emotionally resonant experiences, brought to life through authentic storytelling, engaging content and tangible proof points. 'Brands that move guests emotionally — not just efficiently — will earn lasting loyalty and stand the test of time,' – Nicolas Hauvespre This also helps in effective communication with the next generation of guests that are increasingly conscious. Kumar explained, 'Hotels that transparently communicate their sourcing and sustainability efforts and empower their team members to engage and educate guests on these initiatives, will build stronger connections and loyalty. This proactive approach caters directly to the values of this growing demographic.' Harb added, 'It also requires consistency between message and action. Today's traveller can spot performative messaging from a distance. Brands must ensure their storytelling reflects reality, backed by credible initiatives and measurable impact.' However, marketers agreed that this starts with 'living the story, not just telling it.' 'Today's travellers, especially in the GCC, are highly aware and value transparency, purpose and cultural depth. Instead of polished ads, it's about honest, human content that shows what a brand truly stands for. When storytelling is rooted in place, people and purpose, it naturally resonates,' Nour added. Looking forward and reflecting on what this means for marketeers, he added, 'In this new landscape, the brands that will stand out are those that combine advanced technology, creative and immersive content, and a strong sense of authenticity to meet the expectations of today's more conscious and connected guests.' Other marketers echoed this sentiment, explaining that to thrive in the luxury space for years to come, we must also focus on advancing human intelligence: understanding people more intuitively, adapting more quickly and solving problems more creatively. 'Brands that move guests emotionally — not just efficiently — will earn lasting loyalty and stand the test of time,' Hauvespre said. Kumar added, 'A key challenge for hospitality marketers in 2025 and beyond is staying meaningfully connected with increasingly fragmented and hyper-personalised audiences. With consumer behaviour constantly evolving and digital platforms multiplying, it's no longer enough to rely on traditional campaigns or one-size-fits-all messaging.' As AI and automation reshape how marketers engage with guests, the challenge will be to humanise technology, ensuring that innovation enhances the guest experience rather than replaces the essence of hospitality. 'Ultimately, authenticity comes from listening as much as speaking. Brands that engage in dialogue with their audience, adapt to feedback and remain humble in their storytelling will continue to build relevance and loyalty with this more conscious, more discerning generation of travellers,' Harb concluded.
