Imagine a booking site that anticipates your hotel preferences based solely on the type of computer you use. If this seems a bit absurd, you may want to take it up with Orbitz, which has begun using data-monitoring technology to direct Mac users to slightly more upscale (and expensive) hotels than those highlighted for PC users.
First reported by the Wall Street Journal, this practice is possible because retail sites can track whether visitors are coming in via Windows or other operating systems. They can even tell which sorts of devices — computer, iPad, Android, etc. — visitors are using.
According to the WSJ article, Orbitz’s analytics team has determined that Mac users spend an average of about 30 percent more per night than PC users on hotels booked through the site. So, although all Orbitz visitors have access to the same hotels at identical prices, Mac users are initially directed to view more expensive options.
My first thought was that it’s sort of like saying I’m more likely to prefer polka-dotted elephants to striped turtles because I drive a Volkswagen — the two are unrelated. On the other hand, there are statistics (including higher household income among Mac users) to back up the correlation.
All of this data tracking makes me wonder just how far the travel industry (or any industry, for that matter) will go in an effort to personalize content. I’m envisioning sites that direct iPad users to hotels that have iPod docking stations, and Windows XP (circa 2001) users being sent to deals for inexpensive chain hotels.
So, what do you think? Is this type of info-gathering a little too “Big Brother,” or do you think it’s just smart marketing? Share your thoughts below.
– written by Ashley Kosciolek