Upscale Hotels Bet on Personalization That Goes Deeper

Rosewood Hotel Group has long had a cadre of butlers, concierges, and housekeepers to cater to guests. Some high-value guests have seen their initials printed on pillowcases. Other repeat guests discover that — if they like whole fruit — apples will be waiting in their guestroom.

But during the pandemic's peak, Rosewood increased its investments to track customer preferences, including hiring a customer relationship management team to take customization to the next level.

"This team of experts helps us build out what this [personalization] can look like at scale and continue our philosophy of ‘relationship hospitality’ that keeps a guest within our network," said Caroline MacDonald, the company's senior vice president of operations for the Americas.

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