JETERA considers traveler reservation data security essential to its business strategy and success. By working on behalf of travel industry companies, such as airlines, global distribution systems, travel portals, hotels, vacation ownership and car rental companies, JETERA will handle reservation data following the same data security policies and laws now in place to protect individuals' privacy. Travel industry companies will maintain control of the traveler reservation data in precisely the same manner as they do today. JETERA will act as an agent of these companies, adhering to their privacy policies, and will not disclose any personal data to anyone in violation of those policies. Nothing will change in the way travel-related companies control and use their data for commercial purposes, except that JETERA will use the data on behalf of the those companies in ways that open up new possibilities for passengers and travelers.

JETERA will access reservations systems data to match each traveler to a set of personal characteristics such as gender, age group, marital status, address, residence value and such, and sort passengers and travelers into segments that match advertisers' and content owners' profiles of potential customers who are more likely to find the offered information highly relevant and useful. JETERA enables  delivery of specific, personalized content to individual passengers and travelers during their travel to include at their destination, and/or to their homes or offices, before, during and after traveling.

The advantages to consumers from the JETERA system are many. They include valuable offers and discounts relevant to actual travel plans, advertising, offerings, and personalized communication that adapts to individual preferences and also the opportunity to earn money while traveling. In the latter instance, passengers in certain demographic groups will be invited to participate in surveys, as well as new product development and customer relations activities sponsored by a variety of organizations.

In order to guard passengers' nonpublic personal information, JETERA maintains physical, electronic and procedural safeguards that meet or exceed industry standard practices.

Passengers who do not want to receive personalized and relevant advertisements, or take advantage of opportunities to earn money while traveling when such opportunities are available, will always be able to opt out of the system.