What's Happening?
At the Skift Global Forum 2025, a roundtable session co-hosted by Skift and Brookfield focused on the rapidly changing landscape of the hospitality industry. The discussion, led by Jennifer Rutkowski,
senior vice president at Brookfield's Hospitality Investment Platform, brought together travel experts to explore how brands can adapt to new consumer expectations. The session highlighted the shift in traveler preferences from mere comfort and convenience to experiences that resonate with personal values. Participants emphasized the importance of personalization, noting that consumers now expect tailored interactions that are emotionally resonant. The conversation also addressed the challenges posed by legacy systems and fragmented CRM platforms, which hinder the ability to deliver personalized experiences.
Why It's Important?
The insights from the roundtable underscore a significant shift in the hospitality industry, where personalization is becoming a competitive imperative. As consumer preferences evolve, brands that fail to adapt risk losing relevance and customer loyalty. The discussion highlighted the need for a strategic, data-driven approach to marketing that integrates insights from various departments to anticipate guest needs and refine offers in real-time. This approach not only enhances guest satisfaction but also strengthens long-term relationships. The emphasis on authenticity and storytelling suggests that brands must blend analytical precision with emotional intelligence to connect with consumers on a human level.
What's Next?
The roundtable concluded with a call for hospitality brands to invest in understanding the consumer deeply, using data to personalize experiences at scale. This involves building agile infrastructure and empowering teams to act intelligently and authentically across all touchpoints. As new technologies and audience behaviors evolve, brands must be willing to experiment and adapt quickly to remain relevant. For Brookfield and its partners, the opportunity lies in using data to deepen relationships and deliver authentic experiences that resonate with guests.
Beyond the Headlines
The discussion at the Skift Global Forum highlights broader implications for the hospitality industry, including the ethical considerations of data usage and the cultural shift towards more meaningful travel experiences. As brands strive to personalize interactions, they must navigate the balance between leveraging data and respecting consumer privacy. Additionally, the focus on authenticity and storytelling reflects a cultural shift towards experiences that align with individual values, suggesting a long-term trend in consumer behavior.
