How much are guests willing to disclose personal information for the convenience of guest services directed from a hotel app? The answer: not much. An April 2014 study of hotel guests revealed that only 34 percent would disclose personal information, in general, on a hotel app; but drilling down through the responses, the positives increased based on whether a specific detail would impact a hotel stay. The factors that influenced a guest’s willingness to reveal information include: benefit of disclosure, positive emotion and trust in app.
Some details from the study showed: