Data is a valuable asset and travel companies must protect it

MHA MacIntyre Hudson's head of travel and tourism outlines seven steps businesses should take to be GDPR ready.

Image credit: iStock
Image credit: iStock

Rajeev Shaunak is head of travel & tourism at MHA MacIntyre Hudson.

 

Data is often a travel company’s most valuable asset; without a list of existing and past customers, travel companies can’t generate repeat customer sales. With the new General Data Projection Regulation (GDPR) fast approaching, how companies acquire and manage data for clients and prospects will be the difference between success and failure.

Travel businesses now have less than 10 weeks to update their processes to demonstrate compliance with the new regulations by the 25 May deadline.

Many operators hold extensive marketing databases of personal information, collected through bookings, administration, and on and offline marketing activities. This comes direct from individuals, and through intermediaries such as travel agents and travel search websites. User profiling and online tracking tools such as cookies are also used to help better target marketing campaigns.

Travel businesses need to embrace the regulation and take the following steps to ensure they’re ready:

1. Expand consent notices online and in brochures, explaining the option to opt out of future marketing, when data might be collected, and exactly how it could be used to meet the new requirement for ‘clear affirmative action’, and an end to pre-ticked boxes and bundled consents. Operators also need to consider how best to signpost their privacy notices. 

2. Warn customers if data collected may be sent outside the European Economic Area (EEA), to government digital service centres overseas for example, where data protection may not be as strong as within the EEA. 

3. Make customers aware of their right to demand full details of the information held on them, and unlike in the past, travel companies can no longer charge for providing this.

4. A company’s appointed data controller must notify privacy regulators and affected individuals in the event of certain data privacy breaches within 72 hours.

5. Conduct a full data audit, and review data collection forms and privacy notices.

6. Demonstrate compliance to regulators on an ongoing basis and maintain records of data protection management. Details must include how long information is retained for and consents held. Without consent, companies may be expected to destroy information after the travel arrangements have been completed, provided there’s no contractual requirement for it.

7. Re-examine processes and systems used to deal with data subjects rights, including new rights in relation to erasure of data, data portability and use of profiling, along with supplier arrangements with third parties such as hoteliers and airlines.

Time is ticking; if companies haven’t already begun reviewing their data processing procedures, they must start now, especially as they will soon have the challenges of the new Package Travel Directive to contend with too.

 

For more features and breaking news sign up to C&IT Magazine's daily Newstracker here 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Trondheim's Britannia Hotel set to open in 2019

Trondheim's Britannia Hotel set to open in 2019

The Britannia hotel in the Norwegian city of Trondheim will open its doors in April 2019 after a major refurbishment.

Abu Dhabi to host four leading international conferences

Abu Dhabi to host four leading international conferences

ADNEC and Abu Dhabi Convention Bureau collaborate to secure deals on key conferences for the capital.

Why it's good to make mistakes

Why it's good to make mistakes

Stephanie Utting, account director of emc3, discusses the importance of learning from your failures.

Co-founder of Touch Associates retires

Co-founder of Touch Associates retires

'I am looking forward to a change of pace and starting a new chapter in my life,' says Nick Bender.

Prague claims its first 'completely sustainable' event

Prague claims its first 'completely sustainable' event

More that 60% of all waste was saved in sustainability-themed event held at the Prague Congress Centre (PCC).

8 activities in... Indonesia

8 activities in... Indonesia

From the Ramayana Ballet to the Sacred Forest Monkey Sanctuary, in the south-east Asian archipelago.

What event planners can learn from dung beetles

What event planners can learn from dung beetles

Event organisers can pick up a few tips from the little creatures, according to ICCA's immediate past president.

Unicorn Events goes stateside

Unicorn Events goes stateside

Agency opens a US office in New York City to incorporate the agency's growing global business.

New chief client officer for Jack Morton

New chief client officer for Jack Morton

Global agency also gets a new president, US and global head of production as part of new-look leadership.

Branching out into incentives

Branching out into incentives

Richard Bridge, founder & CEO of Top Banana, talks about why the agency decided to expand into incentive travel.

LATEST JOBS