Personalizing the product at no additional cost to the end user guarantees increases sales and customer satisfaction, but that becomes difficult when the supposed product is the service. Nevertheless, the data show that service personalization leads to increased customer satisfaction and consequently customer loyalty. Adjusting to the diversity of the guests should be a priority for hotels because that is a one way of service personalization directly increasing customer satisfaction. The paper investigates four best practices in this area. This research has been conducted by observing 6 US based Hotel Chains of which 3 are large (>4700) and 3 are small to medium sized (<1300). Websites, Social Media pages and PR statements were observed. It resulted in great findings, and possible valid recommendations for large chains, but the research did not show major suggestions for improvements for smaller chains. Research implies that smaller chains can pursue this strategy of customization in order to grow their customer base. For more in-depth research on-sight visits to the hotel properties research would be advised as well as conduct the observation method in real world settings.