Personalization in the hotel industry via digital marketing is no longer a trend; it is an obligation. Personalized content marketing not only costs less than traditional marketing, it also generates about three times as many leads.

Social media and e-commerce continue to drive our industry toward personalization, and as a result, data protection, privacy rights and overall business-to-consumer transparency has become a significant focus. This personalized digital marketing strategy now comes with risks and necessitates safeguards.

ITB: Hotel experts warn data should not just be considered a "hobby"