Flexibility is the new loyalty in travel, leisure & hospitality

Travel is thriving again, but today’s guests are not returning with yesterday’s expectations. They demand flexibility, personalization, and seamless digital experiences at every touchpoint. For travel and hospitality providers, this shift represents both a challenge and an enormous opportunity: the ability to turn flexibility itself into the most powerful driver of loyalty.

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Guests Have Changed — and They’re Not Looking Back

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The numbers tell the story:

• In a 2025 leisure-travel outlook, flexibility and personalized local experiences ranked among the top three factors driving decisions according to research by Hotel online.
• A McKinsey survey of more than 5,000 travelers found that consumers want travel increasingly on their own terms — more choices, more customization, more freedom to change plans.
• Younger generations, especially Millennials and Gen Z, show a far lower tolerance for friction and a higher willingness to switch providers if service doesn’t meet expectations according to research by BCG.

Rigid booking policies, disconnected experiences, or data locked away in silos are more than inconveniences—they’re deal-breakers.

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What Loyalty Looks Like in 2025

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Today, loyalty is earned by:

• Real-time flexibility: Making it effortless to rebook, reschedule, or upgrade.
• Personalized journeys: Anticipating needs and tailoring offers to context.
• Seamless digital service: Letting guests interact however they prefer—whether self-service, AI assistance, or human agents.
• Intelligent use of data: Turning every booking, interaction, and preference into an opportunity to delight.

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Where Salesforce + GoMeddo Create the Difference

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This is where GoMeddo, together with Salesforce innovations like Agentforce and Data Cloud, helps travel and hospitality brands deliver on the promise of flexibility-driven loyalty.

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Salesforce Data Cloud: The Unified Guest Profile

Data Cloud connects every system—bookings, loyalty, POS, feedback, even unstructured data like reviews or support emails—into a real-time, unified guest profile. That means every team member, every AI tool, and every system has the same up-to-date understanding of the customer.

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Salesforce Agentforce: AI Agents That Adapt in Real Time

Agentforce brings AI agents into service and sales, enabling brands to automate flexibility at scale. From handling booking changes instantly, to proactively suggesting upgrades or alternative itineraries, to offering personalized recommendations, Agentforce ensures every interaction is responsive and consistent.

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GoMeddo: Flexibility Built Into the Core

GoMeddo extends Salesforce with advanced booking and resource management, built specifically for industries where flexibility is mission-critical. Whether it’s room inventory, activity scheduling, or complex group reservations, GoMeddo makes dynamic operations seamless—so providers can focus on guests, not systems.

Together, these solutions transform travel and hospitality organizations from transaction-driven service providers into experience orchestrators.

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A Flexible Guest Journey, Powered by Salesforce + GoMeddo

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Picture this:

• Booking: A guest uses a self-service portal powered by GoMeddo. Agentforce helps them find the right option, clearly displaying flexible policies.
• Pre-arrival: Data Cloud surfaces that this guest values wellness experiences. Agentforce proactively offers a spa package and early check-in.
• On-site: During their stay, the guest requests an extra night. GoMeddo dynamically adjusts availability; Agentforce confirms in seconds.
• Post-stay: Data Cloud consolidates feedback and loyalty data. Agentforce follows up with a personalized thank-you and a tailored offer for the guest’s next trip.

This is what loyalty through flexibility looks like: seamless, personal, and proactive.

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Looking Ahead

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At Dreamforce and beyond, the path forward for travel and hospitality is clear. The brands that will win are those that:

• Put flexibility at the heart of loyalty
• Activate data in real time to personalize every interaction
• Blend AI, automation, and human touch into a frictionless experience

With Salesforce’s Agentforce and Data Cloud, and GoMeddo’s expertise in dynamic bookings and resource management, travel and hospitality providers can deliver not just stays or journeys, but truly unforgettable experiences.

Because in 2025 and beyond, flexibility isn’t just a feature—it’s the foundation of loyalty.

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