Last month, Voyat, a New York startup software company, announced its launch and $1.8 million in seed funding. The tool is the next stage in hotel social media marketing, helping its partners provide their customers with a more efficient and personal experience.

Co-created by a former Google employee, Voyat asks hotel guests to use a social networking account (Twitter, Facebook or LinkedIn) to sign into their hotel’s WiFi network. As visitors surf the web, the system inputs their personal information, as well as their location and interests, into a database.

The information collected can be used in two ways: simple data collection and analysis and for generating direct messaging to users. Hotels that utilize the “V-Direct” offering will be able to hit customers with targeted messages like special promotions or reminders to stay with their brand based on their social network’s location features. On a more basic level, the system will help to provide a personal experience for customers staying in Voyat-partnered hotels. Repeat guests won’t be asked “Have you ever stayed with us before?” but instead will be greeted by name and might even have their rooms pre-stocked with their favorite snacks and drinks.

Image Credit: Tnooz.com

For those who see this tool as an invasion of privacy, there’s good news: it’s optional. However, Voyat reports that 50 to 80 percent of hotel WiFi users opted in during beta testing. This comes as little surprise after a 2013 survey revealed that 70% of consumers are now comfortable receiving targeted ads and content. Of course it’s still up to the hotels to develop the right kinds of content to connect with their audience, but if done right, Voyat and their partners could have a permanent spot in the hotel social media marketing toolbox.