GDPR- A Revolution Paving the Way for Better Developments?
How does the quest for hyper-personalisation fit in with the recent introduction of the GDPR?
While the General Data Protection Regulation (GDPR) that came into force on 25 May last year may have been seen as a constraint, it was, quite the contrary, seized as an opportunity by AccorHotels according to Chief Digital Officer, Maud Bailly. "It will allow us to implement intelligent personalisation," she explained.
Indeed, by working on consent forms – one of the major new elements introduced by the GDPR with data portability as well as the traditional right of access, right to rectification, and right to be forgotten - the group intends to use this digital transition to practise responsible use of data.
Personalisation for a competitive edge
"For me, personalisation is going to be our key differentiating factor," Maud Bailly declared in an interview for Les Echos, going on to point out that this personalisation will be based on two things: an enriched offering and a strategy to redesign and develop the group's loyalty programmes. Indeed, under the guidance of Sébastien Bazin, AccorHotels has been further strengthened with new hospitality brands covering a broad range of high-end offerings precisely tailored to a wide array of clients. The group has also expanded its services offering (coworking, catering, entertainment and similar) to set itself apart from its competitors.
Focusing on personal interests
A revolution in the tourism sector
And what about the potential introduced by Article 20 of the GDPR concerning data portability - namely the possibility for customers (subject to their consent) to have information passed on to various interconnected stakeholders in the business tourism sector (travel agencies, transporters, hotels and similar)? This would greatly simplify the life of the business traveller. The new regulation is just the tip of the iceberg, opening up broad areas of opportunity for the future.
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