Delivering a “unique and personalized guest experience” has become a ubiquitous public relations message for virtually every hotel brand. However, the big question is: can hoteliers actually deliver on this promise?

The Managing Editor of HotelNewsNow.com put the concept to the test by engaging with a hotel brand with a special request via Twitter for her upcoming stay there. In addition, she also asked a different hotel to “treat her husband well” during his upcoming stay prior to their wedding.

What were the outcomes of both of these efforts? Unfortunately, neither of her requests were fulfilled. Why? The tools and innovations for delivering a unique guest experience are simply not yet in place.

For example, today’s cloud-based property management systems (PMS) would have to somehow deliver a guest request from a remote call-center directly to the front desk in time to meet the request. While this is certainly possible, technologically speaking, it often does not happen this way.

Hoteliers also face a work culture challenge. For example, many front-line employees are not incentivized to go the extra mile to please guests. Much of this comes from hotel brands considering themselves to be “concrete boxes in the sky,” as opposed to providers of specialized travel experiences.

Much like the Managing Editor of HotelNewsNow.com, other travelers will eventually figure out that hotels cannot deliver on this brand promise. When this happens, the best approach is admit to the inability to execute, and even poke fun of yourself and the industry at large – much like Southwest Airlines is known for doing.

Of course, the best solution would be to implement a cultural and technological transformation that will allow hoteliers to provide a truly personalized and unique experience. This can include developing comprehensive guest profiles, directly engaging with them at the start of their day, surprising them with unsolicited offers, and following up with them post-stay.

When this happens, hotel brands will win the hearts and minds, and long-term loyalty, from a very wide variety of guests.