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29 March 2022
Hotels and the personalisation challenge
PersonalisationData protection & privacyHotels
Major hotel chains face a growing challenge in delivering the sort of personalisation that technology has enabled as that same tech becomes a target for cyber criminals.
Why it matters
Personalisation activity rests in marketing departments, which need to have a keen grasp of the niceties of data protection and to consider just how much information they really need to gather – hotels can collect as many as 15 different types of data during a guest’s stay, for example – and whether technology is always a good option to replace traditional face-to-face services such as check-in and on-site payments.
Hospitality is only just behind the retail and finance & insurance sectors when it comes to data compromises, according to Trustwave.
Reservation systems, loyalty schemes and hotel wifi networks are all potential targets for hackers.
As well as the volume of transactional data handled by hotel chains, the information contained in loyalty schemes is hugely valuable; back in 2020, as countries were locking down at the start of the pandemic, for example, Hilton raised $1 billion from an advance sale of loyalty points to its co-brand credit card partner, American Express.
“You wouldn’t dream of appointing an executive head chef who didn’t understand hygiene, so why would I appoint a head of marketing who didn’t have an acute understanding of data protection?” – Sean McKeown, company secretary and head of risk and compliance at Irish hotel group Dalata.
Sourced from Financial Times, Hotel Management, Trustwave