hotelDPO has changed to...

In a change designed to reflect evolving attitudes towards data protection and privacy, hotelDPO has become Responsible Data Use.

  • Still the same practical approach.
  • Still the same friendly faces.
  • Still offering support for hoteliers who want to make privacy work.
click the image to visit the Responsible Data Use website

Data Resilience

For Your Hotel

You are under pressure to go digital.

  • To use data to find new customers and drive revenue
  • To collect and use first party and zero party data
  • To personalise the customer experience
  • To compete

Yet you're still trying to do all this with the same data protection and privacy management you didn't really understand back in 2017 and 2018 when you tried your best to prepare for the new data protection regulations.

You remember?

All that frustration, exasperation and confusion - and it never really seemed to make much of a difference.

Here we are, several years later. And the data economy has moved on a long way. If you're still trying to compete with the same jaded, out of date data protection and privacy management you set up back in 2018 it's just not going to work for you.

  • You need to be data resilient.
  • You want the data you collect and use to be accurate and reliable.
  • You don't want your marketing to rely on tracking that makes you look creepy to your customers.
  • You do want to deliver relevant offers to those same customers.

That's where we can help.

If you want to make more use of customer data to build new relationships and drive revenue, you need to be able to demonstrate you have the right data discipline in place to prove to your customers you can protect and govern your use of their information.

It's the best way to encourage them to trust you.

We can help you to get those data protection and privacy fundamentals right. So you can get on with the business of building new relationships and driving revenue.

Do we know what we're talking about? Take a look at the rest of this page and decide for yourself.

Is your hotel a victim of the silent sales killer?

This is a data protection and privacy management problem that is preventing hotels from being able to:

  • Convert current enquiries
  • Make more from existing customers
  • Bring old business back
  • Find and make new customers

It is usually self-inflicted. You've done this to yourself.

Did you think the threats and risks of data protection were just those huge fines? Or the risk of "non-compliance"?

Then you have been misinformed.

Yes the fines and compliance issues are still risks of course they are. They are the high profile risks it was fashionable to focus on and used to scare business owners and managers. Their potential impact is high but in reality their likelihood is very low.

Yet the practical risk, this real risk - it's happening and losing you cash right now - is a silent sales killer.

It is costing you new customers and repeat sales every day because it is all about inividuals and how you treat them.

The real risk is this:

Your business is unable to collect and use

customer data safely and legally

and as a result unable to earn their trust.

This is a threat that impacts most hotels because they have built their collection, use and sharing of customer information on sand. Then failed to maintain even those shaky foundations.

We're not in 2018 any more.

The way personal data is collected and used is now far more sophisticated. Especially when it comes to marketing.

The technologies are so much more complex and the marketing requirements so much more demanding. You are told you need to "personalise" each guest experience. Or that you must now collect and use "first party" and "zero party" data.

If you are going into yet another year of collecting and using customer data without having the privacy and data protection basics in place to look after it properly, good luck.

Your investment of time, effort and money into finding and creating new customers is likely to be wasted. Every day opportunity is lost simply because you are not telling your customers what they want to know.

They want to know they can trust you - yet they can't.

They have one simple question they want you to answer.

“If I share my information with you,

will you cause me a problem?

Now or in the future?”

They ask because they want to know whether or not they can trust you with their personal data.

They want what you offer but they don't want it to come with a risk of their information being lost, stolen or compromised.

Without data most businesses can’t find new customers.

  • They can’t take bookings
  • They can’t deliver their products or services
  • They can't ask for repeat purchases
  • They can't improve customer lifetime value

Your customers are now more privacy aware then they have ever been before.

They know more about the value of their information - to themselves, to a hotel business such as yours and to criminals who would seek to exploit that value.

They know how vulnerable their information can be in the wrong hands.

When you ask for their information, they want to know that you are going to look after their interests first. Not your own.

They want to know that you can be trusted with the information you are asking for.

They want to know that there will be an equal and fair exchange of value when they share their information with you.

They want to know that you will keep them safe.

This is a silent sales killer because if you don’t answer this question with clarity, if you don’t prove you can be trusted, then they will not trust you with the data you need to make and complete a sale.

Your customers will either go elsewhere or simply not commit to the purchase at all. if you can't prove you can keep data safe everyone loses.

  • You don’t make the sale
  • The customer never gets the chance to experience the benefits of your products and services
  • The broader economy fails to benefit from transactions when they don’t exist in the first place.
  • And you will never know exactly how much you are missing out.

All because you don’t prove why you should be trusted with personal data.

You don’t put the individual front and centre of your marketing and business operations.

How you will know if you are a victim

An indication that you might be a victim of the silent sales killer is the state of the privacy information you publish on your hotel website.

When was the last time you looked at it?

This is the only privacy and data protection information your potential customers are likely to see.

If it’s not good - if it doesn’t answer their questions or you don’t make it easy for them to find or use - then this can tell us a lot.

You see, your published privacy information is a statement of how you value your customers and indeed your own team of employees in your business.

If it is out of date, badly written, difficult to read, hard to find and full of sweeping generalisations and weasel words, then it tells us what we all need to know about your attitude to customers and people.

You might not mean to do it yet this is the jaundiced message you transmit - all day, every day, to anyone who takes the time to look.

And they do look. This might be the only part of your data protection and privacy management which is visible to your customers, if it is not good it then calls into question the status of all the essential data protection and privacy items which should be in place.

To a privacy professional, litigator or regulator, weak data protection and privacy information tells us more about you than you can imagine.

To a prospective customer or employee, it is simply a statement of how little you value the relationship you want to have with them.

And if that relationship is going to be heavily skewed in your favour, why would they want to have anything to do with you?

How you can tackle the silent sales killer

The solution is straightforward.

We have gone to some lengths to simplify it for you.

The world of data protection and privacy management is not always easy.

If it was, everybody would be doing it properly and as you have probably worked out for yourself having read this far, most organisations are not making a good job of this.

You start by deciding to put individuals first and value your relationship with each one. To be clear about why you need personal data and what you’re going to do with it, you probably need some help. You need access to some privacy expertise with an understanding of the hotel business.

Which is where you can take advantage of our services. Use the form below to get in touch today and discover how.

Contact Form

Contact form privacy notice
Privacy Notice Text
  • You are being asked to provide your name, email address and a message for the purpose of making an enquiry to have us contact you.
  • You are giving your personal data to Allstrat Ltd, trading as hotelDPO, as the data controller.
  • When you click the "submit" button you are giving us your consent to use the email address provided to respond to you about your enquiry only.
  • Your personal data will be processed in the USA. We use a system called "OnceHub" who are contracted to us as a data processor. If you do not wish your information to be sent to the USA, you should not complete this form and should phone or email us instead.
  • The data will be deleted 6 months after the date of your last contact with us.
  • You have rights with regard to how we process your personal data.
  • For full information about your privacy and data protection rights, together with contact information for Allstrat Ltd and our data protection officer (DPO) visit our Privacy Centre - click this link for the Privacy Centre. Alternatively you can click the "Privacy Centre" in the navigation bar below.
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