The hospitality industry is in recovery as organizations redefine themselves during an incredibly disruptive period. As things progress globally, the question of personalization has risen to the top of the list for many as an area to continue to develop and nurture. In this new era, why is hotel personalization so important not only to the guest experience, but to how well hotels manage their data to best serve that experience for the long-term? Here are 4 principles that serve as a framework for personalization.