Industry Update
Opinion Article 7 August 2019

Keeping Up With Compliance: GDPR & CCPA

What Hoteliers Need to Know About Protecting Consumer Data

By Sara Anderson, Corporate Marketing Manager @ Vizergy Digital Marketing

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On May 25, 2018, the EU General Data Protection Regulation (GDPR) came into effect in an effort to protect consumer data for all citizens of the European Union and the European Economic Area.

The GDPR aims to give individuals control over their personal data. Businesses that handle personal data are now required to inform consumers if they are capturing their information and have safeguards in place to protect that data.

For hotels to comply with GDPR, properties cannot market to citizens of the European Union without permission. This means if EU citizens are marketed to without notice or agreeing to terms, the hotel could be fined for violation. Although GDPR was created to protect citizens of the EU, the impact it's had has reached much father.

Following suit of the GDPR, Governor Jerry Brown added the California Consumer Privacy Act (CCPA) to California state law on September 23, 2018. This act was put into place to protect California consumer rights and urges stronger privacy measures overall.

Similar to the GDPR, this act gives consumers control over their personal information and peace of mind knowing their data is secure. Consumers can request that any business disclose and/or delete any personal information they collect and request their information not be sold to third parties.

What does the California Consumer Privacy Act do?

  1. Gives Consumers Ownership
    Protect your right to tell a business not to share or sell your personal information.
  2. Gives Consumers Control
    Gain control over the personal information that is collected about you.
  3. Gives Consumers Security
    Hold businesses responsible for safeguarding your personal information.

The CCPA applies to any businesses that are a for-profit entity, so all hotels would fall into this category. Businesses that earn more than $25,000,000 in yearly revenue, annually buy, receive, or sell information of 50,000+ consumers, or businesses that earn 50% or more of annual revenue from selling consumer information, are subject to compliance.

If businesses don't comply with CCPA, California citizens can sue the business with a civil action lawsuit or fines up to $7,500 can be assessed by the state for any violation that is not addressed in 30 days. While the CCPA currently only applies to California, this is just the start of a trend towards protecting consumer data. Hotels and businesses alike should be prepared for more states and even the federal government to follow suit with similar regulations.

The CCPA will take effect on January 1, 2020

To ensure compliance, hoteliers should determine every place they're currently gathering information from guests. Whether it's online forms, website, landing pages, and even non digital ways like the hotel's front desk, hoteliers need to inform guests their information is being captured and have security measures in place to be compliant with CCPA regulations.

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Sara Anderson

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    About Vizergy® Digital Marketing

    Vizergy serves the world's hospitality industry with conversion optimized website design and fiercely competitive tools to maximize revenue. Our formula for success includes cutting-edge technologies, proven digital marketing programs and the best professionals in the industry. At Vizergy, hospitality marketing is not only our mission, it's our sole focus.

    For more than 20 years, Vizergy has relentlessly developed and deployed the best marketing technologies and talent to serve thousands of hospitality clients with excellence. The company deploys complete travel life-cycle marketing solutions from responsive website design and development, to proven award-winning digital marketing programs, reservation solutions, media planning and deployment. Vizergy's platform has long been touted as the #1 digital marketing system for hospitality clients, easy to deploy, turnkey and SMART, empowering clients to win in today's complex and competitive hospitality industry.

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