By Robert McGarvey
You are your data. That is today’s reality and, increasingly, travel and hospitality providers want your data by the bushel, in order, they suggest, to deliver better, more personalized services.
Do you trust them with your data?
Of course we already do. They have our credit card info, airlines have our Known Traveler Number or similar, airlines and hotels alike often have our passport numbers.
But they want more, lots more.
Some travelers are pushing back. The 2018 IATA Global Passenger Survey found mounting unease on our parts. Reported IATA: “65% of passengers are willing to share additional personal information (e.g. address of destination, travel purpose, picture) to speed up their processing at the airport vs 70% in 2017.”
Reported TNOOZ: “A drop of five percentage points in consumer confidence when it comes to how airlines and airports manage their information is notable, but it doesn’t take away from the fact that the majority of respondents still wanted to benefit from personalization.”
That is the reality. Fewer passengers today are eager to part with their personal data – but still a majority are ready to do so.
But when provoked we will pull the data plug. Facebook is a glaring case in point. Pew elaborated: “Just over half of Facebook users ages 18 and older (54%) say they have adjusted their privacy settings in the past 12 months, according to a new Pew Research Center survey. Around four-in-ten (42%) say they have taken a break from checking the platform for a period of several weeks or more, while around a quarter (26%) say they have deleted the Facebook app from their cellphone. All told, some 74% of Facebook users say they have taken at least one of these three actions in the past year.”
So users are striking back.
But we are not necessarily targeting all users of our data.
That vagary arises in a reading of an Eater report on a coffee shop called Shiru that trades a free cup of java when a user tells a lot about him-or herself. Said Eater: “The cafe, an offshoot of a Japanese chain now open in Providence, Rhode Island, mainly serves students from nearby Brown University. For each transaction, a cashier asks for customers’ names, birthdays, phone numbers, email addresses, majors, and professional interests before serving them their caffeine fix — no U.S. currency accepted (professors are allowed to pay for their drinks with cold hard cash, however).”
Eater elaborated: “Restaurants, be they independent fine dining restaurants or quick-service chains, have long tracked customer preferences via various methods (think of a savvy maitre’d who remembers a VIP customer’s birthday, or a server who automatically brings a patron’s favorite cocktail). But as the restaurant industry grows more competitive and sales growth has slowed, restaurants are resorting to new ways to remain competitive, and obsessively tracking data to figure out what exactly their customers want is a big part of that.”
We are complicit in this. Often.
There’s lots of confusion in the mix. Reported TNOOZ: “A survey of over 2,000 British travelers, conducted by YouGov for Pegasystems, revealed that 73% of consumers would not be willing to give airlines more personal data for personalized services, while 43% wanted airlines to remember their personal interests and preferences when they travel.”
It’s hard to reconcile that divide. Except to believe many of us are baffled about how our data are used.
Clarity comes down to simple questions.
How much data are you willing to part with?
In return for what?
There are more questions such as can you trust the company you are turning data over to, will they protect it? With whom will they share it?
My personal belief is that the data I share is no longer in my control and it may wind up in places I wish it hadn’t.
So I usually fill out loyalty program enrollment – which I may well want for the discounts – with bogus info, a bad phone number, for instance, and possibly an errant name.
Lie to grocers and restaurants is my advice. If you can get the perks you want but part with no real data, what’s to lose?
I can’t do that on airline info, however, because I have to show ID to fly.
Really we are in a bind with airlines and, typically, too hotels which ask for a driver’s license or similar on check in.
I’ve thought about buying a “novelty” driver’s license. I’d need a credit card in that fake name too so the hassles mount. That could throw hotels off the scet however.
But we can – and should – limit what data we offer beyond the bare basics needed for a flight and a room.
And I will do that.