The use of artificial intelligence tools, such as ChatGPT, is gaining ground in the hotel industry, creating new opportunities for automation and personalization of the hospitality experience.
However, the uncontrolled use of such public applications poses significant risks to the protection of customers’ personal data.
According to Dutch technology company Ireckonu, which specializes in data management systems for hotels, using ChatGPT to process customer data can expose sensitive information, such as names, preferences, or booking history. This may lead to serious breaches of personal data protection regulations, such as GDPR, and high fines.
Ireckonu CEO Jan Jaap van Roon emphasizes that hotels should prefer private or internal AI systems, trained exclusively with data within the organization, to ensure both personalization and compliance with the legal framework.
Proposed solutions
Ireckonu proposes a series of steps for safe and responsible use of artificial intelligence in the hotel industry:
- Investment in secure technological infrastructure
- Staff training on the limitations and capabilities of AI
- Establishing clear internal policies for data processing
Utilization of corporate tools, such as Microsoft Copilot, that can be safely integrated into closed networks
The need for collective action
van Roon also points out that industrial cooperation between hotel chains, technology providers, and regulatory authorities is needed to create global standards and share best practices. “We shouldn’t wait for a scandal to break out before we act,” he stresses.
