Privacy in hospitality: managing biometric and biographic data with immersive technology

Purpose This study aims to investigate the implications, risks and challenges of data privacy due use immersive technology in hospitality industry. Design/methodology/approach The authors adopt a mixed-method approach. Study 1 is focus group. then provide external ecological validity with field experiment conducted 139 hotel clients at three-star continental European hotel. Findings Collecting biometric results unbalanced compared biographic data, as it diminishes individuals’ control over their grants organizations absolute power. directly influences consumers’ willingness disclose information, affecting choice hotels access services. Practical implications Hotels should redesign strategies accommodate heightened data. can be obtained by introducing systems that foster customer confidence usage facilitate customers’ biometrics through or Originality/value introduces unique state sharing propose novel doctrine, uncontrollable paradox, which shift from paradox. paradox addresses envisaged consumer powerlessness management. research literature gap on offering broader perspective, including business, industry mixed reality considerations.