Modern consumers expect personalized experiences in many aspects of their lives - from online shopping to streaming services - making it very important that hotels find ways to offer the same level of personalization that travelers expect in their next hotel stay. Due in part to the advances of marketing technology and the wealth of customer data available due to online bookings, hyper-personalization has come front and center, as a must-do for hotels to secure more bookings, encourage repeat customers (more revenue!) and boost ongoing profitability.