In our GDPR series, we explore the impact that these new regulations will have on tour and activity operators.
Best Practices for Tours and Activities GDPR 2018 Series:
Part 4: Marketing Lists
Big data has meant big business for tour and activity operators, who rely on this data in order to grow their customer base and market to the audience that is most interested in their services. Now, GDPR is changing the data collection game for a lot of tour and activity operators. These new regulations went into effect on May 25, 2018, and they apply to any business within the European Union or to any business who completes transactions with European Union residents.
Marketing lists are one area in which the GDPR can have a significant impact, and our most recent installment in our GDPR series provides you with the information you need to know.
Marketing lists are any lists that you have collected that include customer data and that are used for marketing purposes. The most common form of marketing lists are e-mail lists. For many tour and activity operators, their ever-growing list of customer e-mail addresses is one of their most valuable assets. These lists are used to stay in communication with past customers, with customers that showed interest via the website and potential customers who have interacted with the brand online. Not only do you have to remain in compliance with GDPR when collecting contact information, such as e-mail addresses, but you also have to make sure that any third party providers of marketing lists also are in compliance with the new regulations.
In all likelihood, the size of your marketing lists will dwindle as you begin to comply with these regulations. However, you will likely maintain the most valuable contact information through those who provide you with expressed written consent.
For the most up-to-date information about the GDPR and how it will impact your tour and activity business, continue to follow the Rezdy blog. We are publishing a series of articles about the new regulations and providing tour and activity operators with the best practices for remaining in compliance.