Active consent vs. legitimate interest in BookVisit
This article explains the two GDPR models available for enrolling guests as members in BookVisit, and what each model means for how guests are added to the loyalty programme.
Overview
When a guest unlocks the member price in BookVisit, the hotel can choose one of two models for how the guest is enrolled as a member. The choice affects what the guest sees after booking, how consent is collected, and when the guest is added to the member database.
Both models are GDPR-compliant. The right model for your property depends on your preference for how consent is handled.
Model 1 — Active consent
With active consent, the guest is not automatically enrolled as a member after booking. Instead, they receive an SMS asking them to actively confirm their membership and marketing consents before being added to the member database.
What the guest receives after booking:
The guest receives an SMS with the following message:
"Thank you for your booking! Please verify your membership to keep the member price: [URL]. Greetings, [Hotel]"
What the guest must confirm:
The guest clicks the link and actively confirms the following consents:
- Marketing via SMS
- Marketing via email
- Profiling
When the guest is added to the member database:
The guest is added to the member database only after they have actively confirmed all three consents. If the guest does not complete the verification, they are not enrolled as a member.
Model 2 — Legitimate interest
With legitimate interest, the guest is automatically enrolled as a member by choosing the locked member price during the booking flow. No active confirmation is required.
What the guest receives after booking:
The guest receives an SMS informing them about their membership and their GDPR rights:
"Thanks for booking! By choosing member price you're enrolled in [Programme]. Manage benefits, profile & rights here: [URL]. Greetings, [Hotel]."
When the guest is added to the member database:
The guest is enrolled as a member immediately when they choose the member price, without needing to take any further action.
If your priority is capturing explicit marketing consent for SMS and email communication, active consent is the right choice. If your priority is maximising membership sign-ups with minimal friction, legitimate interest is the more effective model.
If you are unsure which model is right for your property, contact support@loyco.no.