Travel firms warned of unauthorised access to websites
Travel bosses are being warned to check that their websites aren’t being accessed by unauthorised third-party trackers who target their customers with unwanted advertising.
TRUSTe, a provider of online privacy controls, claimed unauthorised tracking could lead to a lack in consumer confidence and lost revenue for travel businesses.
It said tracking – which enables third parties to target customers with specific ads based on their browsing history – was widespread on holiday websites.
It issued the warning after scouring 25 of the top global travel industry portals and finding activity from 373 third-party trackers responsible for 1,187 targetted ads.
TRUSTe’s CEO Chris Babel said he wasn’t surprised by this level of online behavioural advertising, but he said the data reinforced the need for businesses to better understand what’s occurring on their websites.
"Unauthorised tracking can have significant consequences for businesses, including lack of consumer confidence, lost revenue and poor site performance," he said.
Babel said companies might not be aware of some of the third-parties on their websites unless they were using a scanning tool. They may, he said, have allowed one third-party on to their site who has then given access to another which uses the data collected on customers for online behavioural advertising.
"Behavioural advertising can offer consumers many benefits – often including pricing deals and free related content," said Babel.
"Businesses that are fully transparent about the tracking on their sites and provide consumers with ways to opt-out have been shown to have the most success in OBA. For example, TRUSTe research has consistently shown that consumers want clear notice and choice regarding online tracking."
However, he said there was a need for online travel businesses to manage third party tracking on their websites so they can be fully transparent and sensitive to consumer privacy concerns.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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