You must have seen Min Ho in ‘XO, Kitty’ exclaiming ‘bespoke’ multiple times. If you haven’t yet, check out the series on Netflix as soon as possible. But the reason for using this reference in this article is that ‘personalisation’ is becoming the next big thing across the globe.
From tailored suites to personalised experience, this concept is getting more popular – and for all the right reasons, too. Personalisation is becoming a bigger trend in travel and tourism, especially in the luxury segment.
More and more tourists are looking for experiences tailored to their preferences and lifestyles. In fact, ATM Travel Trends Report 2025 has found that 85% of hoteliers are considering personalization as a major driver of commercial value.
‘Hyper-personalisation’: Meeting both explicit and unspoken guest needs
Insights by Future Market Insight Inc has stated that global customisation and personalisation in the travel market could reach $620.71 million by 2032. This means more and more brands are seeking to meet both the explicit and unspoken needs of their guests.
The rising influence of ‘hyper-personalisation‘ is likely to make the concept of one-size-fits-all almost obsolete. Hotels are leveraging tools such as chatbots, and personalized amenities and bespoke dining options, to redefine the customer journey.
This is especially happening in the luxury travel segment. More hotels are understanding that ‘bespoke’ goes far beyond traditional services. It is about creating something highly tailored and curated to meet both the expressed and unspoken guest needs. Isn’t it incredible?
These hotels are offering tailored experiences to their customers
There are multiple examples of brands embracing the concept of ‘hyper-personalisation trend’. In the MENA region, Marriott is doing an incredible job as it embraces the transition and, simultaneously, maintains brand distinctiveness.
1. Nujuma, a Ritz-Carlton Reserve
Take Nujuma, a Ritz-Carlton Reserve in Saudi Arabia’s Red Sea, for example. Surrounded by pristine natural beauty, rich cultural heritage and delicacies as appealing as the sea itself, Nujuma is an unspoiled sanctuary.
You can come to the Conservation House to better understand the Saudi Arabian culture, community and nature through different activities on land and in the sea. Neyrah Spa, on the other hand, offers relaxation using precious ingredients and simple ceremonies.
Located in the untouched Ummahat Islands and surrounded by the fourth-largest barrier reef on the planet, Nujuma sees the perfect blend of luxury and legacy. Each experience is personal – led by resident experts in astronomy, nature, culture and hospitality.
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2. Anantara Santorini Abu Dhabi Retreat
This is another example of a luxury brand embracing ‘hyper-personalisation’. You can find 22 rooms and suites here, a spa and fitness centre, multiple dining options and more modern amenities for a comfortable experience.
This resort in Ghantoot has significantly outperformed expectations by focusing on personalized offerings in a unique setting. You need around 35 minutes to reach the resort from Abu Dhabi Airport and 25 minutes from Al Maktoum Airport in Dubai.
Anantara Santorini Abu Dhabi Retreat has a couple of dining options, alongside 24-hour in-room dining and its signature experience, Dining by Design. Serene splendour is on the table in this Greek-island-inspired gem. Indulge in unparalleled luxury and customisation.
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Luxury tourism undergoing a massive change: Hotels need to keep up
Luxury is no longer ‘one size fits all’. It is no longer about recognising a customer by their name and understanding their preferences just from their profile. Brands are starting to realise that these customers are not only hotel consumers.
They are already exposed to the ultra level of personalization from multiple other brands, therefore, they have a certain minimum of expectations. Today’s travellers are looking for more than just exceptional hospitality; they expect tailored experiences.
The same also holds true about tourism offerings. The popularity of fridge magnets and keychains is starting to diminish. People are looking for items and experiences they are not likely to find in their home country.
Take the viral Dubai chocolate as an example. This OG Pistachio Kunafa chocolate from FIX Dessert Chocolatier is so popular that dozens of people are planning trips to Dubai just to get their hands on the bars. I’m not exaggerating. See for yourself in this article.
Luxury experiences need to be personalised and connected to people and place. Luxury travel is going to be under the spotlight at the upcoming Arabian Travel Market (ATM 2026), to be held in Dubai from May 4 to 7.
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