Nearly half of Britons are happy to share basic personal information with a travel brand, according to a survey.
But this 49% figure fell to just 10% when it came to handing over more detailed information such as income levels.
The survey of 2,000 Brits by Webtrends found 31% could be persuaded to give up their data for a discount on a holiday.
The figures for travel brands compared with just 5% of Brits who said they are happy to share detailed personal data with a charity.
"Brands often have to compete with legacy perceptions – for example, people may have had a bad experience with a charity using their information for persistent communications and telemarketing," said John Fleming, Webtrends marketing director EMEA and APAC.
"Consumers also forget to uncheck the marketing tick box and then get deluged with irrelevant and untimely offers."
