An examination of issues related to the collection and use of personal information by hotel companies finds that many consumers would like to retain control of their personal information. In particular, they are concerned about what companies learn about their proclivities in the course of monitoring their commercial transactions. While the chief concerns vary from country to country, many respondents to a survey were unhappy that personal data could be stored long-term, citing the possibility of identity theft. Adopting a systems orientation and considering three ethical principles would go far to reassure customers that their data are secure. Those principles are minimize harm, offer respect, and operate consistently. The growth of data mining and data sharing, as well as current concerns over personal data privacy, means that these issues should be considered by managers, CIOs, marketing personnel, IT professionals, and consumers.