How can The Standardx and its affiliates use Guest Information?
The_Standardx Franchise · 2025 FDDAnswer from 2025 FDD Document
All Guest Information is our property and part of Confidential Information. "Guest Information" means information and data relating to or derived from the Hotel's guests and other customers during the Franchise Agreement's term, whether obtained from the guest or customer or from any other source, including names, preferences, and other information about the guests' or customers' experiences and/or purchases, and including information stored in or provided to the CRS or the Hotel's property management system. We have the right periodically during the Franchise Agreement's term, without notice to you, to access the Hotel's property management system and other computer systems to retrieve Guest Information. We and our affiliates may use,
and allow others to use, the Guest Information in any manner that we deem appropriate (subject to applicable law).
Source: Item 14 — PATENTS, COPYRIGHTS AND PROPRIETARY INFORMATION (FDD pages 68–71)
What This Means (2025 FDD)
According to The Standardx's 2025 Franchise Disclosure Document, Guest Information is considered the property of The Standardx and part of its Confidential Information. Guest Information includes any data relating to the hotel's guests and customers obtained during the term of the Franchise Agreement. This encompasses information sourced directly from guests or from other avenues, including names, preferences, and details regarding their experiences or purchases. It also includes data stored in or provided to the CRS (Central Reservation System) or the hotel's property management system.
The Standardx retains the right to access the hotel's property management system and other computer systems to retrieve Guest Information periodically without prior notice to the franchisee. The Standardx and its affiliates have broad discretion in how they utilize this Guest Information, being able to use, and allow others to use, the Guest Information in any manner that they deem appropriate, subject to applicable law.
For a prospective franchisee, this means that The Standardx has extensive control over guest data. While the franchisee can use Guest Information to market to and provide services to hotel guests during the Franchise Agreement's term, they must comply with System Standards and all applicable laws. After the franchise agreement expires or terminates, the franchisee can use guest information generated at the hotel (and not supplied by The Standardx) during a guest's stay, subject to compliance with The Standardx's policies and procedures regarding data collection, storage, use, processing, and transfer. The franchisee bears the risk of using this information and must ensure that any recipients of the data also comply with The Standardx's policies. This underscores the importance of understanding and adhering to The Standardx's data policies to avoid potential legal or contractual issues.