A few years back, I received a signed card from a United pilot thanking me for being there. Of course, I immediately logged into FT and searched on it, learning that this particular pilot does this a lot, but I still thought it was pretty cool. ^ It's obvious that neither United nor the pilots' union had anything to do with it...just something the pilot liked to do. I still have the card in a box with other random travel stuff...I still smile when I see it.

Around the same time, I would occasionally stay at a Kimpton hotel in Seattle. I didn't even stay there enough to be remotely considered high-elite, yet they always did little things like remember which beers and wines I liked and often have one waiting for me in the room when I arrived. Of course, that was no doubt more planned/organized, but still...Marriott and Starwood never did that, even when I was Platinum. (Whether Kimpton still does this now as part of IHG, I don't know...)

So I think there's room for a small amount of personalization that is appreciated/remembered. I don't want a hotel to go overboard about it...we've all heard of properties that will search guests on social media or look through your trash in the room...get too personal, and it gets creepy.