Hotels making high use of artificial intelligence risk exposing sensitive guest data if safeguards are not in place, warns Amsterdam-based hospitality tech provider Ireckonu.
Jan Jaap van Roon, the company’s CEO, said the rapid uptake of generative AI tools such as ChatGPT is outpacing proper oversight, creating the potential for serious privacy violations.
“Many hotels are testing generative AI without the necessary checks and balances. This is not only a legal liability but also a direct threat to the trust hotels have spent years building with their guests,” van Roon said.
The most significant risk, he explained, stems from feeding personal information—such as names, preferences, or booking histories—into public AI platforms. Because these systems operate on external servers, often located in countries with weaker data protections, uploaded details could be stored or even used to train future models. Such missteps could trigger steep penalties under regulations like Europe’s GDPR.
Private AI models as a safer path
Ireckonu is urging hotels to adopt internal or private AI systems trained within their own environments. This strategy, the company says, allows hoteliers to harness AI for personalization and automation while staying compliant with privacy rules.
“Hotels must invest in secure infrastructure, train their teams, and put clear internal policies in place. Platforms like Microsoft Copilot, when securely integrated, offer a far safer alternative than copying sensitive information into public tools,” van Roon added.
The CEO called on hotel groups, technology vendors, industry associations, and regulators to establish global guidelines and standards for AI use in hospitality. “We cannot wait for a scandal to force change. The industry must lead by example and ensure accountability—both from technology providers and ourselves.”
Building a secure digital future
With this appeal, Ireckonu underscored its commitment to helping hotels safeguard guest data while embracing next-generation technologies.
Founded in Amsterdam, the company specializes in middleware and Customer Data Platform (CDP). Its solutions unify guest information and enable seamless digital journeys. From boutique properties to international hotel groups, Ireckonu supports personalized and efficient guest experiences. Today, the firm employs more than 75 staff across Europe, North America, and Asia, and is expanding into marketing automation to help hotels engage guests across every touchpoint.
