Digital Personalization as a Factor in Shaing Customer Loyalty in the Modern Hotel Business
The article analyzes the concept of "consumer loyalty" in the hotel industry and considers the factors affecting its formation. Digital personalization is also being explored as a key factor in increasing consumer loyalty in the hospitality industry. The study justifies the transition from mass loyalty programs to predictive customization, which directly improves the guest satisfaction index. The analysis of key tools of digital personalization in the modern hotel business was carried out, and the degree of their influence on the formation of long-term consumer loyalty in the context of the digital transformation of the industry was determined. Digital personalization is a strategy for adapting content, offers and service to the unique needs of each guest based on the analysis of his digital data. In modern consumer reality, omnichannel comes to the fore – it is a strategy for the mutual integration of all communication channels into a single system to ensure a seamless and continuous customer experience. Personalization tools were systematized according to the levels of their impact on loyalty, which made it possible to separate simple marketing techniques from deep technological integration. The transition from the first level of impact on the client of the hotel guests to the third requires an exponential increase in the complexity of the IT infrastructure, but it is the third level that ensures the non-price competitiveness of the hotel.
Vishnevskaya, E. V. Peredudov, D. O. (2026), “Digital Personalization as a Factor in Shaping Customer Loyalty in the Modern Hotel Business”, Research Result. Business and Service Technologies, 12 (1), pp.
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