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People today expect to be connected always and everywhere; sometimes it’s hard to believe that there was a world before smartphones and Wi-Fi. In the time since Wi-Fi became ubiquitous in hotels, apartments, and public spaces, it has fueled the evolution of connectivity in a lot of ways. Just like Maslow’s hierarchy of needs, the most basic needs start at the bottom, and you can’t get to the next level without a strong foundation. 

By now, everyone is aware that hotel giant Marriott International announced on Friday a massive data breach that goes back more than four years and may have affected up to 500 million customers worldwide. 

After two years of preparation, the FlyZoo Hotel — a futuristic property that uses interactive technologies to do everything from greet guests to deliver room service — is ready for business. 

Mobile technology is fast becoming central to the entire travel experience. Consumers are increasingly using their smartphones to research trips, book accommodation, check in at the airport, and access their hotel room. But one of the next big roles mobile has to play in the travel process is mobile payment. The idea of an entirely cashless society might still seem some way off, but mobile payment is gaining popularity. As it becomes more widely used, its fast and frictionless nature will bring benefits before, during and after a trip. 

Digital marketing, also known as internet marketing, plays a significant role to boost hotel website traffic and online bookings. Recently, many big announcements were made in the digital industry, for example when Facebook introduced a new video format for marketers, or when Google announced a board core algorithm. If you are a new hotelier and want to stay ahead in the industry, then you should know what’s going on in the hotel digital marketing industry. 
 



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What Hotels Need to Know About the California Consumer Privacy Act

Hotel management companies are asking, how does the new privacy act in California compare to the new European Union privacy law? Here is a side-by-side comparison which reveals a few things that hotels should know. 

The delta between the EU Privacy Law (GDPR) to the California Consumer 
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Privacy Act (CCPA) is:

1. Legitimate interest: This is something that many companies are considering using to avoid documenting consent for GDPR. Companies don’t have this luxury with CCPA (the California law). 

Summary – If it’s a competition for most robust, then 1 point goes to CCPA for being more protective.

2. Personal Data/PII: In terms of defining personal data/PII, it appears as CCPA has a list quite similar to GDPR. 

Summary – It’s a tie. 

3. Fees (Part 1): GDPR fines for damages for lack of compliance. It appears CCPA will levy fines in the event of a breach only. 

Summary – One point goes to GDPR.

4. Fees (Part 2): GDPR effectively applies to any controllers and processors (the threshold is very low). Whereas, CCPA applies only to business that have high revenues ($25M) OR large numbers of processing ($50K) or has much (50%) of their revenue from personal information sales. 


Summary – One point goes to GDPR.


5. Fees (Part 3): Fines under GDPR are based on global revenues (4%) whereas CCPA levies fines based on each violation ($7,500 per violation). So, in the case of a large breach (like Equifax with 12 million records), the fines can quickly approach billions of dollars. 

Summary – One point awarded to CCPA.

6. Consent: This is a huge deal for GDPR. CCPA allows businesses to expect consumers to opt-out. This is a big difference than requiring a business to demonstrate that people have opted-in, under their own free will. 

Summary – One point goes to GDPR.


An at-a-glance summary score for the most comprehensive and most protective: 
2 points to CCPA, 3 points to GDPR, 1 tie
 
 
And what do both have in common:
 
People have the right to know (data subject requests).
Breach notifications are important.
Managing third-parties is important.
Data privacy legislation is here to stay.
 
Regardless of the nuances between both privacy laws, data privacy legislation is here to stay. Hotels will continue to be targeted by hackers because of the personal information collected every day. Knowing and understanding privacy legislation is key to operating hotels in today's market. 
About The Author
Jeff Venza
President
Venza, Inc.


Jeff Venza is the president of the VENZA Group. To learn more about the EU Privacy Law (GDPR) or the California Consumer Privacy Act (CCPA), free industry webinars specific to the hospitality industry are available to you. Learn more here

 
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