Aman Resorts | AI-Powered Ultra-Luxury Personalization Engine
Project results
Percent organic traffic lift
Top 3 keyword rankings
Engagement Context
Aman Resorts operates 34 properties across 20 countries, commanding average nightly rates of $2,800+. At this price point, guests expect anticipatory service that feels intuitive rather than algorithmic. Aman's marketing team struggled to scale personalized communications without diluting brand exclusivity. Advoyce was engaged to build an AI personalization engine that maintained Aman's intimate brand voice while driving measurable increases in direct booking conversion and guest lifetime value.
Strategic Challenge
Ultra-luxury hospitality marketing inverts conventional digital strategy. Volume metrics are irrelevant when your total addressable audience is approximately 180,000 ultra-high-net-worth individuals globally. Aman needed precision targeting that could identify and engage potential guests based on lifestyle affinity signals rather than demographic proxies. The existing CRM held 42,000 past guest profiles with sparse behavioral data, creating cold-start problems for recommendation systems.
Technical Architecture
We developed a lifestyle affinity scoring engine that enriched Aman's first-party guest data with 127 external signals including art auction participation, private aviation patterns, luxury real estate transactions, and philanthropic giving records (all sourced through compliant data partnerships). The model used collaborative filtering combined with content-based recommendation to generate property-guest match scores across all 34 destinations. A natural language generation system produced individually crafted communications that maintained Aman's editorial voice standards while personalizing destination narratives, experience suggestions, and seasonal timing to each recipient's profile.
Phased Deployment
Phase 1 (Weeks 1-6) focused on data enrichment, identity resolution, and training the affinity model on historical booking patterns across 5 flagship properties (Amanpuri, Amangiri, Aman Tokyo, Amanjena, Amanzoe). Phase 2 (Weeks 7-12) deployed the NLG communication system with A/B testing against manually crafted outreach. Phase 3 (Weeks 13-18) expanded to full portfolio with automated trigger-based campaigns tied to 34 life-event and travel-intent signals.
Measured Outcomes
Direct booking revenue from AI-personalized campaigns increased 52% versus control groups receiving standard communications. Guest lifetime value improved 31% through cross-property recommendation accuracy. Email open rates reached 67% (versus 22% industry average for luxury hospitality). The system identified 8,400 high-affinity prospects from enriched data who had never previously engaged with Aman, generating $14.2M in first-stay revenue. Repeat booking intervals shortened from 14.3 months to 9.7 months through predictive timing optimization.
