Because of the size of the breach and the underlying issues that may have caused it, many may point to the hotel sector's drive towards personalization and trigger a major rethink.
According to the new Starfleet Research study 'How to Leverage Business Intelligence to Improve Hotel Performance' (currently available for complimentary access), 96 percent of hotel operators believe that business intelligence has been 'successful' or 'very successful' in terms of enabling them to achieve their desired business results.
Marriott has taken measures to investigate and address a data security incident involving the Starwood guest reservation database. On November 19, 2018, the investigation determined that there was unauthorized access to the database, which contained guest information relating to reservations at Starwood properties* on or before September 10, 2018.
The recently reported data breach at Marriott is estimated to have compromised the personal information of nearly 500 million former Starwood customers, making it the second largest in history after Yahoo. Such security breaches are on the rise at an alarming rate and reach well beyond the hospitality industry.