The EU GDPR (General Data Protection Regulation) takes effect in May and organizations that collect and store data on consumers are making the last changes for compliance. We’ve already touched on general compliance and the definition of data for this regulation, so today I want to talk about consent. Strict consent standards are going to be a key portion of the GDPR. No longer allowed to be buried in Terms and Conditions, protected citizens must now see and consent to a plain-language, full-disclosure of the following: What data is being collected Who is collecting the data The purpose for collection How long data will be stored Persons will have the right to withdraw this consent at any time and to access, correct, or delete any of their personal data, and companies collecting and/or processing data must provide the means and instructions for people to do so. Further, parental consent may be needed for minors, and sensitive personal data (which includes information such as biometric data or personal preferences/beliefs) will require explicit consent. For more information about how this regulation affects hospitality, please see our other posts in this series: What is GDPR and What does it Mean for Hotels? GDPR …
You’ve probably noticed the significant changes Facebook made to the newsfeed algorithm earlier this month. The main idea is to increase person-to-person engagement and reduce posts shared from company pages. Content shared by friends will have priority which means that creators need to focus on shareable content over clicks and likes to retain and increase visibility. Another important change is the preference of live video over prerecorded video. These are big changes that should have an impact on your social media strategy going into 2018, especially in terms of content type. Here are some practical applications that may up your Facebook engagement this year: Live video is the most obvious way to keep ahead of these changes. Hotels can use this tool to create interactive real-time content. Your focus should be on topics that are relevant to many viewers, not just potential future guests. This could include how-to videos such as housekeeping tips and drink or food prep demos. Meaningful conversations in the comments tell Facebook that more fans will want to see your post. Use your text and photo posts to inspire dialogue and ask questions. The key is to avoid “comment bait” and go for real discussion. Try …
We finished 2017 with an overview of how hotels are using Apple TV in guest rooms. Our VP of Global Sales, Christy Doherty, took some time to share some of the innovations you’ll see in hospitality for 2018. Apple TV provides many means of communication between your hotel and your guests. Using messaging, hotels can leave personalized messages on the opening screen to delight guests. This method may also be used to provide operational messages such as informing guests about a fire alarm test or maintenance outside their room. This type of messaging can reduce costs, decrease need for in-room telephones, and save time with efficient and targeted announcements. F&B menus come to life with full screen images and layered product information. A dish of the day or waiter recommendation provides the guest a better experience and allows you to promote specific dishes when they are in-season or off-menu, increasing profits by allowing chefs to purchase and sell produce according to fluctuating prices and delighting guests with personalized service. This kind of menu can also increase revenue by providing wine recommendations and desert selections to accompany the meal. Integrating with your brand CMS can bring the individual guest profile into …
2017 has seen Apple TV steadily gaining a foothold in guest rooms around the world. This technology combines some of the most useful standbys in hotel technology with innovations that make sense to the guest experience and impact it in a positive way. Hotels today are using Apple TV in guest rooms for: Entertainment – Travelers are no longer limited to watching whatever is actively playing on TV while they’re at home, and enjoy bringing their own content and streaming from sites like Netflix and Hulu even when they’re away. Smart TVs in guest rooms make this easy and scalable for the hotel. (See this article on Content Streaming and Data Security.) Messaging – This can serve as signage within the room and be as personalized you wish. Use this space for everything from a welcome message when guests enter the room, to real time hotel information, and even event promotions. F&B – Menus are enhanced with gorgeous photos and navigation while sales are boosted through in-the-moment messaging and easy access to information and ordering. Housekeeping – Apple TV can be combined with beacon technology to alert housekeeping that a room needs attention, play the housekeeper’s favorite song while they’re …
We covered the basics of GDPR (General Data Protection Regulation) in the last post. This week we will be covering which types of data are protected and some of the basic requirements of the GDPR. This is important for hotels even outside the EU, because the regulation includes every organization that collects personal information on EU residents. Types of data protected are any that can identify an individual. That can include a vast number of items and context can change everything. For instance, a first and last name may not identify a specific individual, but it can if it’s accompanied by additional information. This can include digital information such as cookies, email addresses, mobile location data, and IP addresses. It also includes hard data like names and identification numbers as well as biometric data. The regulation outlines important rights for consumers including the right to be forgotten and right of access to and portability of their data. These consumer rights create more transparency and accountability for organizations that collect any of the protected data. Companies will also be required to report data breaches, and those that engage in large scale systematic monitoring or processing must appoint a Data Protection Officer. …