Rethinking technology-driven personalisation in hospitality: a critical reflection

Purpose This study aims to critically examine dominant narratives of technology-driven personalisation in hospitality and proposes a theoretically grounded reconceptualisation. Design/methodology/approach This study adopts a critical reflection approach informed by socio-technical systems and sensemaking perspectives. It synthesises prior hospitality research to identify recurring assumptions, methodological tendencies and conceptual gaps. Findings The analysis shows that research on hospitality personalisation is shaped by techno-optimism, customer-centric bias and methodological simplification. Mixed findings relating to trust, intrusiveness and employee agency reveal important conceptual limitations. Practical implications Hospitality managers should balance algorithmic capabilities with employee judgement, ethical considerations and contextual awareness to enhance trust, authenticity and relational value. Originality/value This study reconceptualises technology-driven personalisation as an emergent socio-technical process shaped by interactions among technology, employees and customers, thereby providing a stronger foundation for future research.