Abstract
Companies increasingly use technology to track their customers, exploiting the resulting insights to tailor the customer experience and better targeted online marketing. Travel companies in particular collect substantial customer data, both in their booking processes and through loyalty/reward programs. This voluntarily surrendered data is increasingly being supplemented with highly granular data on browsing and physical behavior, collected automatically and surreptitiously by technology-based systems. When consolidated with existing sources, this can be analyzed to reveal insights hitherto considered personal, resulting in increased concerns about privacy. Legislative restrictions are increasingly being introduced to regulate privacy protection. This chapter examines the implication of such developments for travel companies and the industry globally. While alternative approaches are considered, it pays particular attention to Europe’s GDPR, highlighting areas of concern and identifying the steps travel companies need to make to insure compliance.
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O’Connor, P. (2022). Data Privacy and the Travel Sector. In: Xiang, Z., Fuchs, M., Gretzel, U., Höpken, W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-48652-5_98
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DOI: https://doi.org/10.1007/978-3-030-48652-5_98
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