“Welcome back, Mr. Smith,” the concierge says the moment you set foot in the hotel. “Here’s your copy of the Wall Street Journal, just how you like it.” Later, the bartender at the hotel bar remembers how you take your martini. The shoeshine kid knows what kind of polish you like.
In movies these scenes are shorthand for a certain station in life reached. In real life, I’d bet a martini none of that ever happens to you. Among us non-mega-yacht owners, travel occurs on a plane of polite anonymity.
I’ve got good news and bad news.
The good? In coming years, the concierge – and the flight attendant and the rental car clerk – very well might start to know your tastes and preferences before you even arrive. The bad? It’s because the travel industry is spying on us big time.
Data mining is the way of the future for airlines, hotels, car rental companies and more, according to a recent article in Executive Travel. We all leave vast quantities of digital information in our wakes – favorite destinations, favorite foods, favorite pastimes – and travel providers have started to see the value in parsing the heck out of it. Depending on your point of view, this makes for either added comfort or a freaky Big Brother-ish situation:
At Destination Hotels, a management company based in Colorado, repeat guests are tracked not just in the company’s own database but also in publicly-available information streams such as Twitter and LinkedIn. Now what if the hotel spots a tweet by an incoming guest: “Flight delayed. I’m starving. What I’d give for a pastrami sandwich and a cold beer!” And what if shortly after the guest arrives at the property, there’s a knock at the door and room service is there with the sandwich and the beer? “We can make that happen,” says Maureen Callahan, vice president of marketing at Destination.
As the article makes clear, much of this will probably feel like nothing more than thoughtfulness. Who doesn’t want a sandwich and a beer? But it’s hard not to feel a little uneasy, too, with companies we know little about knowing a great deal about us.
Chris Colin is the award-winning author of “Blindsight,” published by the Atavist and named one of Amazon’s Best Books of 2011. See his work at www.chriscolin.com.