Vendors with whom you deal can (and do) capture lots of information about you. They use that information. Hopefully to improve customer service. Can they disclose what they know to others? What if your traveling companions don’t know it’s your birthday because you don’t want them to know?
“What the Airline Knows About The Guy in Seat 12A,” The Wall Street Journal, June 20, 2018 A11. What information on you do airlines collect and how do they use it?
If the information is correct and used positively, that’s one thing. What if it’s wrong, or used negatively? What if it leaks? What if it’s sold?