Under what circumstances is Best Western prohibited from selling or renting property-specific or guest-specific data to third parties, or transferring it to Smith Travel Research?

According to Best Western's 2025 Franchise Disclosure Document, Best Western is prohibited from selling or renting property-specific or guest-specific data to third parties, or transferring it to Smith Travel Research, without the approval of the specific member from whose property the respective data has been obtained. This restriction does not apply to aggregated data. This means that Best Western cannot share individual hotel or guest information with external entities unless the specific Best Western member (franchisee) consents.

This provision protects the privacy of individual Best Western properties and their guests. Franchisees have control over whether their specific data is shared, preventing Best Western from unilaterally profiting from or sharing sensitive information. This is a significant benefit for franchisees, as it allows them to maintain control over their data and protect their guests' privacy.

However, it's important to note that this restriction does not apply to aggregated data. Best Western can still use and share data that has been combined from multiple properties in a way that does not identify individual hotels or guests. This allows Best Western to conduct industry analysis and benchmarking without compromising individual privacy. Prospective franchisees should understand the distinction between property-specific data and aggregated data to fully grasp the scope of this protection.