Forget Big Brother, Your Hotel Is Watching

In the age of oversharing and big data, your hotel knows a lot more than you think. At almost every stage in the travel life cycle, your personal data is being collected and analyzed.

In fact, during the the inspiration/research phase, leading hotels have started employing "interactive reservation systems" on their websites. These interactive reservation systems employ sales recovery tactics to automate follow-up with guests who visit hotel sites without booking a stay. This  strategy has been increasingly effective in managing "shopping cart abandonment in the retail industry - where it's been reported that 68% of customers leave websites without purchasing. These interactive reservation systems allow hotels to recapture potential lost sales by reminding you of the fantastic stay that awaits at the property! 

During the on-property phase, F&B departments increasingly have been using  guest preference tracking technology. In particular, many restaurants can use platforms that integrate with the OpenTable and various social media sites to reveal customer preferences and historic dining behavior. So, even if it's your first time dining at an establishment, if you have used OpenTable in the past - many restaurants can gain access to the most granular details, such as your average spend or wine preferences.

From travel inspiration through your time on-property, hotels can put to use intelligence collected to remain engaged post stay through targeted outreach. An enhanced guest profile is effectively created to cater to individual preferences through personalized promotions.

Now the tactics described above only scratch the surface which can clearly create cause for concern. Most guests aren't even aware of the data collected or how it will be utilized to influence their decision making. While these efforts can create a truly personalized stay, hotels must strike a delicate balance between respecting guest privacy and enhancing the  guest experience.