Hotel guests willing to disclose personal info while using apps

Travellers are becoming increasingly willing to disclosed personal information when using hotel apps, a new study has found.

Research conducted by Dr Cristian Morosan and Dr Agnes DeFranco at the University of Houston’s Conrad N. Hilton College of Hotel & Restaurant Management, indicates that more than a third of guests will provide their personal information on hotel apps – if they meet certain criteria.

This information can help hotels personalise the guest experience and collect data for marketing purposes.

“Guests weigh the risks and benefits of information disclosure and are willing to disclose personal information to apps if the hotels make the personalisation benefits clear to them and design apps that stimulate positive emotions, such as joy, pleasure and excitement,” Dr DeFranco said.

“Hotel apps should be conducive to trust, and allow guests to reduce their search time and conveniently find/personalise services that are relevant to their consumption.”

The type of information requested was a factor, too. According to the study, guests were much more willing to share info about room and amenity preferences and gender, but less willing to share details about their income, credit card information and passport numbers.

Of the survey’s 320 respondents, more than 85% said they always carry a mobile device when travelling, with 55% saying they carry two to three devices.

“Through smartphones and tablets, hotel apps can become rich portals for guests and superb tools for hotels to learn about their clients, anticipate their needs and provide outstanding service,” Dr Morosan said.

“As guests set increasingly blurry boundaries between the public and private spheres of their lives online, investigating how they trade their personal information for uniquely personalised hotel experiences will continue to be a top priority for our research agenda.”