The beginning of the end of standardization: We are entering an era where the guest configures their own room

Hyperpersonalization.

Photo: shashi hotel

Author  Goran Rihelj

18. March 2026.
After Malaysia opened the debate on 23-hour stays in hotels, pushing the boundaries of stay flexibility, it is becoming increasingly clear that the industry is entering a new phase of personalization. I have written about personalization before, and presented the GuestDNA Room concept as a concept for hotel rooms of the future, in which personalization plays an important role. One of the key trends that is increasingly strong is...
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Author  Goran Rihelj

18. March 2026.