How may a franchisee use Guest Information for The Standardx?
The_Standardx Franchise · 2025 FDDAnswer from 2025 FDD Document
eve 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).
You may use the Guest Information, and certain other information and data relating to guests and customers of other Brand Hotels and/or other Hyatt Network Hotels that we periodically specify, during the Franchise Agreement's term only to market to and provide services to the Hotel's guests and potential guests in compliance with the System Standards and all applicable laws, rules and regulations. You must ensure that your affiliates may not access, and neither you nor any of your affiliates may use, any of that Guest Information or that other information or data in any other business or capacity. However, following the Franchise Agreement's expiration or termination, , you may use, and allow your affiliates and others to use, any Guest Information that was generated at the Hotel (and that we or our affiliate did not supply to the Hotel) during the guest's stay at the Hotel and stored in the Hotel's property management system database in any manner that you deem appropriate (subject to applicable law) at your own risk, if you comply, and ensure that any recipients of that Guest Information from you comply, with our then current policies and procedures regarding the collection, storage, use, processing and transfer of personal and/or financial data. If there is an actual or suspected breach of security or unauthorized access of Guest Information or other information from the Hotel's property management system or other computer system database, you must notify us promptly and we may require you to use a third party supplier we designate, at your sole cost and expense, to review and if necessary, remediate that breach or unauthorized access. You must not take any action that could jeopardize our or our affiliate's ability to comply with, or make certifications under, any law, regulation, contract, program or policy related to Guest Information (including privacy laws, privacy notices and PCI certifications) and applicable to us or our affiliate.
You must promptly disclose to us all inventions, innovations and discoveries relating to a Brand Hotel and based or relying upon any element of the Hotel System, including any advertising, marketing, promotional or public relations plans, programs or materials that you or your contractors develop for the Hotel (collectively, "Innovations"), whether or not protectable intellectual property and whether created by or for you, your affiliates or contractors, or your or their employees. Innovations are our or our affiliate's sole and exclusive property, part of the Hotel System, and works made-for-hire for us or our affiliate. You may not use any Innovation in operating the Hotel or otherwise without our prior written consent.
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, franchisees have specific guidelines regarding the use of Guest Information. During the term of the Franchise Agreement, a franchisee may use Guest Information, along with other data relating to guests and customers of other Brand Hotels, to market to and provide services to the Hotel's guests and potential guests. This use must comply with the System Standards and all applicable laws, rules, and regulations. Affiliates of the franchisee are prohibited from accessing or using this Guest Information in any other business or capacity. This ensures that the data is used solely for the benefit of The Standardx system and not for external ventures.
After the Franchise Agreement expires or terminates, the franchisee's ability to use Guest Information changes. The franchisee and their affiliates may use Guest Information generated at the Hotel (and not supplied by The Standardx or its affiliate) during a guest's stay, provided it was stored in the Hotel's property management system database. This use is allowed in any manner the franchisee deems appropriate, subject to applicable law, and at their own risk. However, the franchisee must ensure that they and any recipients of the Guest Information comply with The Standardx's then-current policies and procedures regarding the collection, storage, use, processing, and transfer of personal and/or financial data. This condition ensures that even after the franchise relationship ends, data protection standards are maintained.
The Standardx retains significant control over Guest Information. All Guest Information is the property of The Standardx and is considered part of Confidential Information. The Standardx has the right to access the Hotel's property management system and other computer systems to retrieve Guest Information periodically without notice to the franchisee. Furthermore, The Standardx and its affiliates may use the Guest Information in any manner they deem appropriate, subject to applicable law. This highlights the importance of data security and compliance, as any breach or unauthorized access of Guest Information must be promptly reported to The Standardx, who may require the franchisee to use a designated third-party supplier to remediate the issue at the franchisee's sole cost and expense. The franchisee must not take any action that could jeopardize The Standardx's ability to comply with laws and regulations related to Guest Information, including privacy laws and PCI certifications.