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.
The survey was conducted in April 2014 by Agnes DeFranco CHAE, Ed.D. and Cristian Morosan, Ph.D., both of the C.N. Hilton College, University of Houston. The online survey was conducted with hotel guests who had stayed in a hotel during the past 12 months prior; and a total of 317 questionnaires were collected. The sample consisted of approximately 59 percent males, relatively mature, with age categories relatively evenly split throughout the sample. Most respondents had annual household incomes between $50,000 and $100,000 (45.4 percent). With regard to their stay, most respondents traveled exclusively for leisure (42.4 percent), stayed in midscale hotels (40.1 percent) for approximately two to three nights per stay (59.7 percent), in most cases having three to six hotel stays per year (44.3 percent).