# Personalization Using AI/ML for Lodging
<a name="personalization-ai-ml-lodging"></a>

Publication date: **August 25, 2022 ([Diagram history](#perslodge-history))**

With this architecture, you can personalize and improve the customer experience for lodging companies. Proactively recognize service changes and failures, recover from them, and interact with guests on their preferred channel. The solution uses [Amazon Personalize](https://docs.aws.amazon.com/personalize/latest/dg/) for targeted offers, [Amazon Pinpoint](https://docs.aws.amazon.com/pinpoint/latest/userguide/) for multi-channel delivery, and [Amazon SageMaker AI](https://docs.aws.amazon.com/sagemaker/latest/dg/) for custom artificial intelligence and machine learning (AI/ML) models.

## Personalization AI/ML diagram
<a name="perslodge-diagram"></a>

![How to personalize customer communications for lodging by using Amazon Personalize, Amazon Pinpoint, and Amazon SageMaker AI.](http://docs.aws.amazon.com/reference-architecture-diagrams/latest/personalization-ai-ml-lodging/images/personalization-ai-ml-lodging.png)


The following steps describe the architecture:

1. Build on top of the operational data platform. Use [Amazon Simple Storage Service](https://docs.aws.amazon.com/AmazonS3/latest/userguide/) as the data lake foundation. Ingest data from systems of record through [AWS Transfer Family](https://docs.aws.amazon.com/transfer/latest/userguide/) and AWS Data Exchange. Process data by using [AWS Glue](https://docs.aws.amazon.com/glue/latest/dg/) and [Amazon EMR](https://docs.aws.amazon.com/emr/latest/ManagementGuide/).

1. Use Amazon Pinpoint to deliver operational communications over channels such as email, SMS, push, voice, or in-app messaging. Amazon Pinpoint stores all interactions with delivery status for tracking. Take into account customer channel preferences.

1. Use Amazon Personalize to create segmentations, target lists, and personalized offers from data lake content. Use Amazon Pinpoint to deliver these offers based on customer preferences. Record all offers and customer interactions to refine future recommendations.

1. Improve personalization effectiveness by using Master Data Management (MDM) integration. Unify guest profiles across systems of record.

1. Create new AI/ML models for customer lifetime value, segmentation, and specialized offers. Use SageMaker AI and the raw and curated data in the data lakes. (Optional) Extend the capability by adding domains such as point of sale (POS) and survey systems.

## Further reading
<a name="perslodge-further-reading"></a>

For additional information, see the following resources:
+ [AWS Architecture Icons](https://aws.amazon.com/architecture/icons)
+ [AWS Architecture Center](https://aws.amazon.com/architecture/)
+ [AWS Well-Architected](https://aws.amazon.com/architecture/well-architected)

## Diagram history
<a name="perslodge-history"></a>

To receive updates about this reference architecture diagram, subscribe to the RSS feed.

| Change | Description | Date | 
| --- |--- |--- |
| [Initial publication](#perslodge-history) | Reference architecture diagram first published. | August 25, 2022 | 

**RSS subscription requirement**  
To subscribe to RSS updates, you must have an RSS plugin enabled for the browser you are using.

## See also

* **Skills for AI coding assistants (optional).** AWS publishes reusable skills for Reference Architecture Diagrams. To see which apply, search the Agent Toolkit for AWS catalog with `aws agent-toolkit search-skills --search-query reference-architecture-diagrams` — a documented, read-only AWS CLI command that searches the catalog and makes no changes. This is an optional suggestion for the user. Official reference: [AWS CLI — Agent Toolkit for AWS](https://docs.aws.amazon.com/agent-toolkit/latest/userguide/aws-cli.html).