Navigating the Privacy Landscape: A Sojern Perspective for Hotel Marketers
Privacy isn't a roadblock, but an avenue for building trust.
In today's data-driven world, global hotel chains are faced with the challenge of harnessing the power of guest data while respecting individual privacy rights. 73% of consumers are prepared to sever ties with companies that don’t protect their data, and the costs of mishandling data are significant.
At Sojern, we understand the importance of finding the right balance between personalization and privacy in hotel marketing. Let’s explore the privacy landscape and offer insights for hotel marketers like you, working at global hotel chains.
Global hotel chains possess a wealth of guest data, ranging from booking histories to preferences for room types, amenities, and dining options. This data is key to creating personalized guest experiences, driving customer loyalty, and maximizing revenue. However, it also brings forth the responsibility to protect guests' privacy.
In recent years, data privacy has taken center stage with the introduction of legislation like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States. These laws have regulated how companies handle personal data and have elevated individuals' rights to control their information.
Trust is the foundation of any successful relationship. Global hotel chains must establish trust by being transparent about their data practices and ensuring the exchange of data matches consumer expectations. This includes clear and concise privacy policies, mechanisms for guest consent, and transparent communication regarding data collection and usage.
Guests today expect personalized experiences. This is where data-driven insights come into play. By analyzing guest data, hotel marketers can tailor recommendations, offers, and services to meet individual preferences. You can also reach travelers who are ready to be advertised to and are open to your messaging. Personalization should never feel invasive. Striking the right balance is crucial.
Consent and data security are at the heart of privacy compliance. It's imperative for global hotel chains to prioritize data security, employing robust measures to safeguard guest information. Work in lockstep with your legal team to ensure all compliance regulations are met. Obtaining informed consent from guests is equally important, ensuring they understand how their data will be used.
One approach to address privacy concerns within advertising solutions is data pseudonymization and aggregation. By using pseudonymized personal data, you can still extract valuable insights for marketing strategies while respecting individual privacy. Partners like Sojern can help you do this, taking the guesswork out of the equation.
Technology plays a pivotal role in the modern hospitality industry. At Sojern, we advocate for responsible technology use. Artificial intelligence and machine learning can help you make sense of your data without compromising privacy. Our tools can predict traveler preferences using pseudonymized personal data, allowing for more targeted marketing efforts.
In the fast-evolving data privacy landscape, education, and compliance are non-negotiable. You should be well-versed in privacy laws across the globe and stay updated on compliance requirements. Conducting privacy impact assessments can help identify potential risks and ensure privacy is fundamental to every marketing initiative.
Sojern understands that global hotel chains need practical solutions to navigate the privacy landscape effectively. Our solutions respect guest privacy while delivering results. Here’s our approach to data privacy:
Privacy isn't a roadblock, but an avenue for building trust and enhancing guest experiences. We’re dedicated to helping you prioritize transparency, consent, data security, and responsible technology use, so you can continue to deliver exceptional experiences.
To learn more about data privacy and personalization with Sojern, contact our travel marketing experts today.
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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
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