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Hilton Is Wary of the Risks of Hyper-Personalization

Sarah Enelow-Snyder

Photo Credit: Skift Founder and CEO Rafat Ali, left, interviews Hilton Chief Commercial Officer Chris Silcock Tuesday at Skift Tech Forum. Skift

Skift Take

Hyper-personalization may be all the rage, but so is respecting the customer's data. Hilton wants to be on the right side of that fine line.

Many travelers crave personalization in their accommodations, but naturally that kind of service requires the traveler to give up some data — otherwise, the hotel doesn’t know to set the room at exactly 71 degrees. Some customers are willing to play ball in exchange for these perks, but many are nervous about companies misusing their data, invading their privacy, or even exposing them to risk. “If we are going to use their inform

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