CONTRARY to fear that technology might make hospitality feel robotic, this article argues the opposite: personalisation powered by data analytics, AI, and VR/AR makes guests feel more seen and valued.
It presents scenarios like personalised room settings, curated itineraries based on preferences and smart concierge tools. It concludes with insights on how Sarawak hoteliers can offer meaningful, tech-enhanced experiences rooted in local culture.
When we talk about digital transformation in the hospitality industry, the conversation often centres around automation, AI or big data.
While these are critical tools, the real magic of digitalization lies in its ability to make hospitality more personal — not less.
In Sarawak, where our hospitality is rooted in warmth, culture and storytelling, the fear that technology may dilute the human touch is understandable.
But in truth, digital tools, when thoughtfully applied, enhance our ability to serve, connect and care for our guests in ways that are more intuitive and memorable than ever before.
Understanding the Power of Personalisation
At the heart of digital hospitality is personalisation — the ability to tailor experiences to each guest’s preferences, habits, and expectations.
In today’s connected world, hotels can leverage data analytics, smart systems and AI to anticipate guest needs before they even arrive.
Imagine this scenario: A returning guest checks into a hotel in Kuching. The room is set to his preferred temperature, his favourite local tea is waiting and soft lighting reflects his comfort preferences.
The hotel app greets him by name, provides real-time recommendations and suggests a curated itinerary of local events, dining options and cultural experiences aligned with his past interests.
This level of service goes far beyond what most human staff could remember or deliver consistently.
While it’s powered by sophisticated technology, it feels deeply personal and human.
This is the true promise of digital hospitality — making every guest feel uniquely understood and valued.
AI and Smart Devices: Silent, Helpful Companions
Artificial Intelligence (AI) is no longer a futuristic concept — it’s already at work in many modern hotels, quietly enhancing the guest experience.
AI chatbots, for example, provide 24/7 support, handling routine inquiries, booking requests or basic troubleshooting, freeing human staff to focus on more complex or emotional interactions that require empathy and nuance.
Voice-activated assistants in guest rooms can help with service requests, room settings, or local recommendations — all with a simple verbal command, making stays more seamless and intuitive.
Smart devices, too, play a growing role in personalisation. In-room tablets allow guests to order services, control lighting and climate, or explore hotel amenities and local attractions.
These technologies don’t replace human interaction — they amplify it, giving guests convenience while allowing staff to focus on meaningful, memorable moments.
In Sarawak, embracing AI and smart devices can harmonise efficiency with heartfelt hospitality, creating truly elevated experiences.
Augmented Reality (AR) and Virtual Reality (VR): Immersion Meets Inspiration
One of the most exciting aspects of digital hospitality is the potential to immerse guests in experiences even before they arrive.
With AR and VR, hotels can offer virtual tours of their facilities, giving guests confidence in their booking decisions and helping them plan their stay with ease.
Some resorts are even using VR headsets to allow guests to explore nearby attractions — longhouses, national parks, or local markets —without leaving the comfort of their rooms.
This technology not only builds excitement but also deepens the guest’s connection to local culture, creating meaningful, memorable experiences that showcase Sarawak’s unique heritage and natural beauty like never before.
Cultural Relevance Through Personal Touch
Personalisation also allows us to celebrate what makes Sarawak unique.
By understanding guest demographics and preferences, hotels can design culturally relevant experiences that feel thoughtful and authentic.
For example, a guest from Japan may receive dining recommendations for halal-certified restaurants while an eco-conscious traveller might be invited to a rainforest conservation tour or a “farm-to-table” cooking class using local ingredients.
With the help of digital tools, we can showcase Sarawak’s diversity, gastronomy and community offerings in ways that truly resonate with each guest, creating memorable experiences that connect culture, comfort, and care seamlessly.
Humanising the Data
Of course, none of this would be possible without data — but it must be used responsibly.
Collecting guest information should always be done transparently and ethically, in compliance with privacy laws such as PDPA.
Guests must feel that their data is being used to serve them, not sell to them.
More importantly, data should be humanised. Behind every preference and click is a real person with expectations, emotions and a desire to be seen.
The goal of digital hospitality is to bridge the gap between data and empathy, between systems and storytelling and to turn insight into genuine care.
Sarawak’s Path Forward
For many hoteliers in Sarawak, the road to full personalisation may seem distant — but every small step counts.
Even something as simple as using guest feedback forms more effectively or segmenting mailing lists for tailored promotions is a start.
Training frontliners to use guest data meaningfully — like remembering anniversaries, birthdays, or room preferences —can create loyalty that no loyalty program can replicate.
We should also encourage collaboration between tech partners, tourism bodies and local creatives to build digital experiences that are distinctly Sarawakian.
After all, personalisation is not just about convenience — it’s about connection, trust and crafting moments guests will cherish and share.
The New Hospitality Standard
Hospitality is, at its core, about making people feel welcome, understood and valued.
In this new digital age, we have more tools than ever to deliver on that promise.
It’s not about replacing smiles with screens. It’s about enabling those smiles to come with greater knowledge, faster service and deeper meaning.
In Sarawak, where hospitality is part of our identity, let’s use technology not to distance ourselves — but to draw even closer to our guests.
Digital hospitality isn’t cold —i t’s personal. And when done right, it’s unforgettable, creating experiences that linger long after the stay ends and turning every interaction into a lasting connection.
The views expressed here are those of the writer and do not necessarily represent the views of Sarawak Tribune.
