Yes they are, and it might be scary if we knew everything they were gathering. Sometimes when they send me a post-trip survey, one of the questions they ask is if they can merge your survey responses with all the tracking/stalking they did of you during your vacation?
One survey, one of the questions caught me a little off guard. "We saw that you visited The Contemporary. Why? Uhh, I was at MK, and I was just passing through to catch a bus to WWoS to pickup my runDisney bib."
Where's that meme of Roz always watching?