Ireckonu, a leading provider of technology solutions for the hospitality industry, is warning about the growing risks of improperly using artificial intelligence (AI) with guest data.

Jan Jaap van Roon, CEO of Ireckonu, emphasises that the rapid adoption of tools like ChatGPT can lead to serious privacy breaches if proper safeguards are not in place.

“We are seeing many hotels experimenting with generative AI without the necessary checks and balances. This is not only a legal risk but also a threat to the trust hotels have built with their guests over years,”

he said.

The main risk lies in public AI models like ChatGPT, which are not designed to handle sensitive guest information.

Why Hotels Must Keep Guest Data Out of Public AI

Uploading personal data – names, preferences, or booking histories – could expose it to external servers, often in jurisdictions with weaker privacy laws.

In the worst-case scenario, this data could be stored or used to train future models, potentially resulting in heavy fines under regulations such as GDPR.

Ireckonu has recommended the industry instead use internal or private AI models, trained within the hotel’s own ecosystem.

This approach allows hotels to benefit from AI-driven personalization and automation without compromising guest privacy or regulatory compliance.

“Hotels must invest in secure infrastructure, train their staff, and establish clear internal policies for AI use.

“Tools like Microsoft Copilot, securely integrated into internal systems, offer a much safer alternative than pasting data into public platforms.

Ireckonu has urged hotel groups, technology providers, industry associations, and regulators to proactively establish clear global guidelines, set standards, and share best practices for the use of guest data with AI.

“We cannot wait for a scandal to force change. The industry must lead by example and ensure accountability – from technology providers and from ourselves,”

concludes the CEO.

With this warning, Ireckonu reinforces its commitment to helping hotels build secure, future-ready infrastructures that protect guest privacy.

Final thoughts

Ireckonu’s warning places it alongside forward-thinking players like Alliants and Choice Hotels, which are already prioritizing secure, in-house AI use. The wider industry trend is clear: regulators from the EU’s AI Act to GDPR demand privacy-first systems, while consultancies like EY and EHL stress that efficiency cannot override guest trust. What sets Ireckonu apart is its call for global standards—pushing the industry beyond compliance toward accountability. In a market racing toward AI-driven personalization, the winners will be those who embed privacy into infrastructure, staff training, and governance from the outset.