A Global Hospitality Brand: Unlocking Privacy‑First Marketing at Scale

Impact at a Glance

140 percent increase in the marketable audience

Centralized consent management enabled significant growth in compliant, contactable audiences.

A single source of truth for guest consent

Consent and preferences were unified across digital touchpoints, replacing fragmented, region‑specific practices.

Marketing reactivated in highly regulated regions

Teams were able to resume marketing activity where it had previously been paused due to consent uncertainty.

Stronger regulatory defensibility

Privacy controls were embedded directly into marketing workflows, supporting consistent, enterprise‑wide compliance.

When Compliance Limits Reach, Trust Becomes a Growth Issue

For global hospitality organizations, guest engagement depends on the ability to collect, manage, and activate consent with confidence. When consent data is fragmented across regions and systems, marketing teams face a difficult choice: move forward with risk or stop altogether.

That was the reality for a global hospitality organization whose marketing operations spanned corporate, regional, and property‑level teams. With no single source of truth for consent, practices varied widely, visibility was limited, and marketing activity in several highly regulated jurisdictions was paused entirely.

The organization’s long‑term goal was to deliver more personalized guest experiences at scale, but first it needed a reliable, centralized way to manage consent.

A Single Source of Truth for Compliant, Scalable Consent

Scenario

The organization struggled with fragmented guest consent data, inconsistent practices across regions, and stalled marketing efforts in highly regulated markets. Without a unified view of consent, teams could not confidently confirm whether outreach was compliant.

Approach

Working alongside Grant Thornton, the organization partnered with OneTrust to redesign its consent management approach. Together, they created a centralized consent data model, defined enterprise requirements, and designed and configured an enterprise preference center powered by OneTrust.

Result

Marketing teams were able to reach new audiences, restore activity in markets where campaigns had been halted, embed compliance directly into marketing workflows, and strengthen regulatory defensibility across the business. These improvements played a critical role in enabling a 140 percent increase in the organization’s marketable audience.

Centralizing Consent With OneTrust and Grant Thornton

Through Grant Thornton’s alliance with OneTrust, the organization embarked on an enterprise‑wide transformation of its consent and preference management strategy. Grant Thornton and OneTrust assessed existing consent collection points, mapped data flows across the digital ecosystem, and implemented a scalable approach designed to support global operations.

The resulting enterprise preference center, powered by OneTrust, established a single source of truth for guest consent. By embedding privacy controls directly into marketing workflows, teams could operate more consistently while meeting regulatory requirements across regions.

Turning Compliance Into Measurable Marketing Impact

With centralized consent in place, marketing teams were able to confidently reengage audiences in markets that had previously been restricted. Improved consent visibility and governance directly contributed to a 140 percent increase in the size of the organization’s marketable audience, enabling compliant growth at scale.

By combining Grant Thornton’s advisory and implementation expertise with OneTrust’s consent and preference management platform, the organization transformed consent from a constraint into an enabler. The result was stronger regulatory defensibility, restored marketing reach, and a scalable foundation for privacy‑first guest engagement.

Learn how enterprises partner with OneTrust and Grant Thornton to centralize consent and strengthen regulatory defensibility.