Adam Corey, chief marketing officer at Tealium notes that GDPR and the conversation around data privacy can be particularly complicated when it comes to the hotel industry. “Hospitality is a very challenging place to execute initiatives around privacy because hotels want to get to know their guests so that they can better deliver a valuable experience. There’s just a really great case for gathering customer data and using it to improve the guest’s stay,” he says.

Corey recommends that hotels take the time to think about data security across all areas of the industry when developing a compliance strategy. “Hospitality is made up of large, complex organizations with third-party companies in the mix. It is a lot of work to think about all of the moving pieces and build a guest-centric data model that also satisfies compliance requirements.”

Related: GDPR one year later - What’s changed and what’s still to come for hotels