Consumers in today’s connected world are more frequently and freely sharing their personal information. Even the most ordinary tasks—posting a photo, writing a dinner review, checking in to a location on social media, or signing up for a delivery or ride sharing service—require or result in an exchange of data. That information is being collected and analyzed by marketers looking for insight into consumer habits. Tapping into this sea of data can be an invaluable tool for hoteliers who want to learn more about their guests and develop strategies to better serve them. However, aggressive use of data can potentially turn off—and creep out—guests.