The travel industry runs on data. Whether it’s understanding personal preferences and booking patterns or offering tailored services and amenities, hotels are increasingly looking at how they can use guest data to enhance experiences and drive loyalty.
But with great data comes great responsibility, and with a heightened awareness of the risks of cyber-attacks and digital privacy concerns growing, hotels face a unique challenge: how can they balance personalized guest services with increased discretion and privacy?
In Tandem
Guests have become increasingly concerned about digital privacy and tend to be well-informed about data collection practices. Whether traveling for business or pleasure, guests, therefore, expect hotels to keep their data safe while still being able to offer personalized experiences.
Although hotels may feel stuck between a rock and a hard place, balancing personalized guest experiences with privacy is not impossible. Personalized experiences help hotels attract and retain guests, but privacy and data security can help maintain long-term trust and improve reputation.
Beyond industry privacy regulations such as the California Consumer Privacy Act (CCPA) or GDPR in Europe, one of the most important differences hotels can make is to be transparent about their own data collection and usage policies. Providing clear, accessible privacy policies that outline what guest information is collected, how it is stored, and for what purposes can help build trust while still allowing hotels to provide luxury services.
For guests who prefer to book accommodation anonymously or with minimal personal disclosure, hotels can also utilize online booking platforms that do not require excessive personal details beyond what is necessary for the reservation. Another approach is to allow guests to request discretion when checking in as well as allowing people to opt out of non-essential data collection, such as marketing emails and loyalty program tracking, to help make them feel more comfortable.
Checked In, But Not Checked Out
The rise of cybercrime is a growing concern for travelers. A recent ExpressVPN survey found that 7% of travelers experienced cybercrime while away, with financial fraud and social media hacks among the most common outcomes.
One reason for this is the reliance on often unsecured public Wi-Fi networks. Since many mobile plans don’t cover international roaming, travelers often rely on free hotel networks, which frequently lack strong encryption. Data shared over these networks is vulnerable, making hotels attractive targets for hackers.
Public Wi-Fi networks often lack the modern security safeguards required to provide sufficient protection against hackers and data passing through a public network is often unencrypted. This, along with the number of people passing through hotels each day and the personal information they might share while on these networks, makes them a target-rich area for hackers.
Increased business travel—with the option for many to be ‘digital nomads’ and work from anywhere— means more people are traveling with their work devices. Although this isn’t a problem in itself, as hybrid and remote working remain popular many people have become used to using business devices as their personal ones or vice-versa—opening up a Pandora’s box of potential privacy and security problems.
Beyond investing in updating their Wi-Fi networks to make them as secure as possible, hotels and travel organizations can also look to meet the demand for privacy-centric stays in other ways. Hotel groups such as Kempinski Hotels are responding by offering enhanced privacy options, giving guests more control over their digital footprint during their stay. It’s a recognition that cybersecurity is now a fundamental part of hospitality, not an optional add-on.
Building Trust Through Privacy
Providing personalized experiences while prioritizing data privacy is a delicate balancing act that requires a combination of transparency, technology and a security-first attitude. Hotels that proactively address privacy concerns through transparent policies, secure technology and discreet service stand to gain a serious competitive advantage as more people demand better control over their data.
By offering customizable privacy options and demonstrating respect for guest data, hotels can create an environment where guests feel secure, respected and valued while still being able to offer experiences that keep people coming back time and time again.
As privacy concerns continue to evolve, hotels that prioritize the needs of modern travelers will not only protect their guests but also differentiate themselves in a competitive industry where trust and security are becoming more valuable than ever.
Story contributed by Zac Eller, GM, Global Partnerships at ExpressVPN.
