2023年5月22日,

在過去,提供個性化的體驗在犧牲數據隱私。然而,隨著自身的崛起數據和營銷合作夥伴獲得更大的數據集,酒店可以有隱私和個性化。Josh Beckwith董事總經理、全球戰略客戶和夥伴關係,Sojern形象已經不是什麼秘密,旅客想要個性化的體驗,但是他們隻願意放棄太多隱私。然而,百分之七十一的消費者認為個性化;68%的人擔心公司收集的數據量。滿足客戶的期望,酒店必須找到個性化和隱私之間的平衡,並使它正確的將發現一個巨大的機會來創建的客戶體驗,讓遊客回來。現在,許多酒店開始轉向自身的數據與遊客互動和用戶創建個性化的接觸點在整個旅程。但自身的數據單獨不是銀彈。酒店必須繪製出客人的全貌,和拚湊完整的旅行者形象需要上下文。隱私的挑戰一個無cookie的世界即將到來,這意味著酒店必須專注於數據隱私的問題。 Safari and Firefox already block third-party cookies, with Chrome, the leading internet browser in the world, set to do the same in late 2024. Approximately 65% of web traffic runs through chrome, so this shift will have a huge effect on the marketing industry. Now hoteliers must shift their strategies away from third-party cookies and collect data in a way that’s compliant with restrictions and regulations. Currently, GDPR governs European data privacy, 24 US states either have proposed legislation or already have legislation in place, and 57% of countries in Asia Pacific have data privacy and protection legislation in place. However, these rules continually change and, as more countries look to canonize data privacy laws, marketers must stay ahead of the curve. Outside of regulatory requirements, consumers value their privacy, which means hotels must provide a value exchange for the data they collect. To stay compliant while meeting or exceeding customer expectations, hotel marketers must collect data with consent. Consumers must know what data is being collected, how it’s used, and for what purpose. They also need to be able to opt out of data collection and subsequent marketing campaigns. This may become more prevalent as AI comes to the forefront of our industry, it can recognize patterns to make predictions as to whether a user who bought was advertised to with limited or no personally identifiable data. Collecting and Activating First-Party Data Customers want a connected, personalized experience–and hotel marketers are using first-party data to get there. Not only can first-party data adhere to privacy regulations and give consumers the experiences they want, a first-party data strategy can increase revenue and loyalty. According to a recent report , 81% of hotels have seen a lift in revenue once a first-party data strategy is implemented; 57% have seen a lift in guest satisfaction. Collecting first-party data is just a first step. Hotel marketers must then analyze and activate that data to extract value. However, that data can’t be analyzed in a silo. That data needs context. Context from outside datasets will allow hoteliers to understand the entire path to purchase and deliver personalized messaging in the moment to inspire travelers to book. Get Personalization and Privacy at Scale In the past, delivering personalized experiences at scale sacrificed data privacy. However, maintaining compliance with strict data privacy standards and reaching travelers in a cookieless world has changed how marketers collect data and remarket to potential travelers. However, with the rise of first-party data and marketing partners who have access to larger datasets, hoteliers can have both privacy and personalization–but only if they share data with data partners and technology providers. When hoteliers enrich their first-party data with other traveler data from data partners, they can paint a complete picture of customer profiles that delivers the experiences they want while ensuring customer privacy is both protected and valued. First-party data is the path forward in a cookieless world. By leveraging first-party data and the right partner ecosystem, hotel marketers can cultivate long-term, loyal relationships that are built on trust.