Service Excellence in the Age of Personalization a Comparative Study of Luxury Hotel Management Practices

Abstract

This study explores the role of personalized services in luxury hotel management, focusing on applying Service-Dominant Logic (SDL) in high-end hospitality. By analyzing the service practices of two prominent luxury hotels—Sanya Tianfang InterContinental and Sanya Haitang Bay JW Marriott—this research compares and contrasts their approaches to personalized services, offering valuable insights into effective strategies for enhancing guest experience. The findings highlight how personalized services contribute to differentiating brands in a competitive high-end market and serve as a key tool for integrating local cultural values with global hospitality standards. In addition, this study provides theoretical contributions to service management and consumer behavior, particularly in the context of luxury tourism. It offers practical recommendations for hotel managers to optimize service offerings and suggests pathways for the sustainable development of the luxury tourism market through aligning consumer experience with broader cultural and brand objectives.