The hotel giant has signed a deal with Travelsify, a platform that categorises hotels by 34 “hotel DNA” attributes such as “cosy”, “gourmet”, “vintage” and “nightlife”.

Travelsify’s co-founder Bruno Chauvat claimed the platform was a “brand new way to search for hotels”.

“Hotels are normally defined by amenities like room service, but what travellers are actually talking about is fashion, design and cuisine – not the lift or the bathroom. MoodMatch enables you to define where you want to go by your mood and your taste instead,” he said.

Chauvat argued that making recommendations for a customer based solely on how many other guests had stayed there or how it had been rated by other guests had become irrelevant methods of personalisation.

“Creating a relationship between the hotel group and customer is the basis of creating trust. Trust is the new currency in travel. The booking platforms that can leverage the currency of trust will be the big winners of tomorrow,” he added.