Skift Take

Creepy or awesome? For every guest that feels the chills when a hotel’s gesture gets a little too personal, remember that they’re the ones freely offering up personal information on the web.

SHHH. They can hear you. They’re listening as we speak—logging every word, tracing every step. Even tonight, while you sleep under your hotel-monogrammed duvet, rest assured that 20 stories below, in some undisclosed location, researchers are hard at work documenting your whims and wishes—Loves biking! Hates bananas!—trying to crack the profound mystery that is You…

For hotel companies, social media has essentially become a sanctioned form of eavesdropping. “Hotels have trained their staff to be intense listeners and mine information about their guests. This gives them a whole new realm in which to listen,” says Niki Leondakis, CEO of Commune Hotels & Resorts.

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Tags: personalization, social media

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