We propose a new platform for user modeling with blockchains that allows users to
share data without losing control and ownership of it and applied it to the domain of
travel booking. Our new platform provides solution to three important problems: ensuring
privacy and user control, and incentives for sharing. It tracks who shared what, with
whom, when, by what means and for what purposes in a verifiable fashion. The paper
presents a case study of applying the framework for a hotel reservation system as
one of the enterprise nodes of Multichain which collects users’ profile data and allows
users to receive rewards while sharing their data with other travel service providers
according to their privacy preferences expressed in smart contracts. The user data
from the repository is converted into an open data format and shared via stream in
the blockchain so that other nodes can efficiently process and use the data.

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