How Hotels Can Drive Increased Revenue and Loyalty By Offering a Reciprocal Value Exchange with Guests | - 1 views
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As privacy concerns related to data capture reach a fever pitch, consumer data – perhaps better described as the critical currency which powers personalization – is becoming a protected commodity.
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Over time, privacy and personal data protection concerns began competing with consumer desire for a data-driven, personalized experience.
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Industries like hospitality, which rely on retrieving traveler information to curate more relevant messaging, offers, experiences, and loyalty rewards, must adjust their approach.
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With privacy being a concern in the hospitality industry, hotels are incentivizing a customer sharing information with a heightened personalized experience. Customers are willing to share personal data to earn loyalty program benefits, receive special discounts and offers, and will shop more often with those brands that personalize their communications.
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Even though we are aware that generally, individuals are more inclined to do things when there are benefits to them, this new exchange of data for access to certain benefits has now placed that transaction at the forefront of my mind. This is because schemes are not being applied to secretly obtain customers' personal data, but rather the customers are willing to share them. This exchange is beneficial to guests since they earn travelers' consent, unlock richer experiences, better service, and high long-term loyalty. In my opinion, this is a fair trade. Thanks for sharing this article on "How Hotels Can Drive Increased Revenue and Loyalty By Offering a Reciprocal Value Exchange with Guests."