The Novotel, Sofitel, Mercure and Fairmont parent, says it has been designing its loyalty and personalisation schemes to comply with the new General Data Protection Regulations. Maud Bailly, the firm’s chief digital officer, said customers have an increasing expectation of being known and recognised by the brand requiring preferences to be shared between hotels in the group. However, she said this must be weighed against their expectations about privacy and what brands do with their personal data meaning acting responsibly is vital. Get the full story at Travel Weekly