Room service and in-room dining are often treated as standard amenities. Every guest gets the same options, the same conditions, and the same level of access. On the surface, this looks efficient.
In reality, it leaves high-value guests underwhelmed, puts unnecessary strain on operations, and misses a key opportunity for loyalty and revenue growth.
Personalization changes that. By segmenting access, pricing, and service levels, hotels can align in-room F&B with both brand positioning and operational goals.
Most hotels still run in-room services in a uniform way. Whether it is late-night delivery, minibar access, or a full room service menu, the same rules apply to every guest.
The result is predictable:
According to McKinsey, 57% of travelers are more likely to choose a brand that offers personalized experiences. Standardization risks falling behind those expectations.
Uniform service creates two long-term risks:
Hotels that fail to adapt risk both reputation and margins.
Personalization is more than showing different menus. It is about shaping the entire service experience around guest tiers.
Examples include:
The segmentation itself is flexible. It is always up to the hotel to decide which guest segments to personalize. Profiles can be defined by room type, loyalty status, or booking channel. What matters is that the service feels intentional and aligned with guest value.
McKinsey estimates that personalization can drive a 10–15% revenue uplift in hospitality. The upside is clear: hotels that segment in-room F&B not only improve service, they strengthen the business.
To succeed, personalization must be seamless for the guest and structured for the hotel team. Guests should open the app or look at their in-room options and instantly see what applies to them. Managers need clear tools to define profiles, set rules, and monitor performance.
Skift research shows that 80% of travelers now expect personalization as part of their hospitality experience. Meeting that demand requires both strategy and the right enablers.
In-room F&B is more than a convenience. It reflects how a brand values different types of guests, manages efficiency, and designs revenue strategy.
Moving beyond standardized service is no longer optional. With personalization, hotels can deliver experiences that feel exclusive and intentional, while protecting operations and margins.
Technology platforms now make this possible in practice. With segmentation built into the service, hotels can align access, conditions, and pricing with strategic goals — and turn room service into a driver of loyalty and efficiency.
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