Is a Springhill Suites By Marriott franchisee allowed to sell guest personal data?

According to the 2025 Springhill Suites By Marriott Franchise Disclosure Document, a franchisee is explicitly prohibited from selling guest personal data. The FDD states that franchisees can only collect, use, handle, and share guest personal data for the purpose of operating the hotel, and must do so in accordance with the franchise agreement, applicable laws, and the brand's standards.

This restriction is a significant protection for guests and aligns with increasing data privacy regulations worldwide. It ensures that Springhill Suites By Marriott franchisees cannot monetize guest information by selling it to third parties for marketing or other purposes. Franchisees must also comply with all standards related to using guest personal data for direct marketing, further limiting how they can utilize this information.

Furthermore, the FDD emphasizes the importance of data security and requires franchisees to ensure that all hotel personnel with access to guest personal data complete the training required by Springhill Suites By Marriott's standards. Franchisees are also responsible for revoking or disabling any such person's access to guest personal data upon termination of employment or service. These measures are designed to safeguard guest information and prevent unauthorized access or misuse.

In the event of a security incident or contact from a data protection authority, franchisees are obligated to promptly notify Springhill Suites By Marriott. This allows Springhill Suites By Marriott to take control of any proceedings with the data protection authority and ensures that the franchisee cooperates in resolving security incidents. These comprehensive data protection measures reflect the brand's commitment to maintaining guest privacy and complying with data protection laws.