Zero-Party Data

Zero-party data is information a guest deliberately and proactively shares with an operator, like their travel dates, preferences, or group size, as opposed to data collected by tracking their behavior.

A booking form that asks a guest what they're celebrating, how many kids are in their group, or which activities they're most interested in is collecting zero-party data. Because guests provide it willingly, it tends to be more accurate than inferred data and doesn't carry the same privacy concerns as third-party tracking, which is increasingly restricted by browsers and regulations.

Operators can use zero-party data to personalize upsells, tailor marketing emails, and improve the guest experience, all while building trust instead of eroding it.