What is the Hospitality & Travel Profile?

The Hospitality & Travel sector is entering a new era — one shaped by AI, connected experiences, and growing demands for privacy and personalisation.

To enable this future, we need a new kind of profile: one that travellers control, that works across suppliers and intermediaries, and that supports smart, secure, decentralised interactions. The Hospitality & Travel Profile (HATPro) makes this possible.

With HATPro, travellers can privately express their preferences and requirements. AI assistants and service providers can respond with personalised, relevant offers. And everyone involved retains full control over what information is shared — and when.

There’s a common assumption that future AI agents will be smart enough to infer everything about a traveller. But even the most advanced AI can’t know your accessibility needs, preferred hotel room type, or trusted travel companions — unless you choose to tell it. HATPro provides the structured, privacy-respecting way to do just that. It ensures that AI isn’t just smart — it’s informed.

There are four key areas where the HATPro profile is especially valuable:

• AI – Enables smart assistants to offer truly personalised responses, based on structured traveller input.
• Connected trip – Ensures preferences and entitlements travel with you across services and providers.
• Data privacy – Reduces overcollection and gives travellers control over what’s shared, when, and with whom.
• Decentralised personalisation – Powers tailored experiences without requiring centralised storage of personal data.

AI

AI is transforming how people search for and book travel. Smart assistants can understand context, anticipate needs, and respond in natural language. But to truly personalise experiences, AI needs structured, permissioned access to traveller data — not just inference.

The HATPro profile provides that foundation: a consistent, privacy-respecting way for AI systems to understand a traveller’s requirements, preferences, and entitlements — when the traveller chooses to share them.

Connected Trip

A connected trip means your preferences, plans, and entitlements travel with you — seamlessly linking airlines, hotels, restaurants, mobility services, and experiences.

The HATPro profile is designed to support this kind of interoperability. It enables travellers to share relevant information across multiple services, creating a joined-up experience across touchpoints without needing to re-enter the same information over and over again.

Data Privacy

Travellers want personalisation — but not at the cost of privacy. Today’s fragmented systems often rely on overcollection, hidden tracking, or legacy loyalty profiles that retain stale data.

HATPro enables a new model: controlled, contextual, and minimal sharing. Travellers decide what to share, when, and with whom — in a way that aligns with modern data protection laws like GDPR and reduces exposure for suppliers and intermediaries.

Decentralised Personalisation

Personalisation doesn’t have to mean centralisation. With HATPro, the intelligence can live at the edge — in AI agents, wallets, or apps the traveller controls — while suppliers respond to rich, structured inputs without ever needing to store PII.

This opens the door to a new kind of traveller experience: personalised, yet portable. Smart, yet secure. Decentralised personalisation is the foundation for trust in the next generation of digital travel.

What preferences are in the HATPro profile?

Personal identification
Name, pronouns, aliases, date of birth, gender, decentralized ID (DID)

Contact details
Addresses, emails, phone numbers, emergency contacts

Communication preferences
Languages, channels (e.g. SMS, WhatsApp), units (e.g. currency, distance)

Social presence
Social handles, avatar/profile image

Traits & relationships
Personal characteristics, declared relationships

Identity & culture
Racial identity, religion and culture, gender-based preferences

Health & accessibility
Health conditions, accessibility needs

Lifestyle
Interests and lifestyle preferences

Activities & experiences
Types of things you like to do and how you prefer to do them (e.g. "walking tours with locals, slow-paced, food-focused, early mornings")

Dietary preferences
Required, preferred, disliked, or prohibited foods; mealtime habits

Photo ID
Optional selfie for recognition

Travel preferences
Facility needs (e.g. WiFi, seat), brand/channel preferences