Name: business purposes Hilton says it collected the name for
The list of business or commercial purposes for collecting the name continues: sending guests communications about their reservations; administering membership and activity in the Hilton Honors loyalty program; providing customer service and support; verifying identity; sending marketing communications by email, direct mail and social media; performing analytics that provide guests with personalized offers and content, and analytics that improve business operations; determining guests' eligibility for special or promotional rates; processing payments, including strong customer authentication where the law requires it; processing transactions with partners; administering contests and sweepstakes; optimizing Hilton's websites and mobile apps; and detecting and preventing fraud. The name therefore serves the reservation and the account, but is also used for marketing, personalization and fraud prevention.
Supporting quotations
Send guests communications relating to their reservations
Administer membership and activity in the Hilton Honors loyalty program
Provide customer service and support
Verify identity
Send marketing communications via email, direct mail, and social media
Perform analytics to provide guests with personalized offers and content
Perform analytics to improve business operations
Determine guests’ eligibility for special or promotional rates
Process payments, including conducting strong customer authentication (SCA) when required by law
Process transactions with partners
Administer contests and sweepstakes
Optimize our websites and mobile apps
Detect and prevent fraud
Qualifications & exceptions
The purposes are stated as the reasons for collection during the 12 months before August 31, 2026.
Strong customer authentication is stated to apply only 'when required by law'.
Marketing by email, direct mail and social media is listed as a purpose of collecting the name, subject to the marketing choices described later in the Statement.
Use & Processing · Company practice
Home address: business purposes Hilton says it collected the address for
Hilton lists these business or commercial purposes for the home address: fulfilling guest reservations; sending guests communications about their reservations; administering membership and activity in the Hilton Honors loyalty program; providing customer service and support; verifying identity; sending marketing communications by direct mail; performing analytics that provide guests with personalized offers and content, and analytics that improve business operations; processing payments, including strong customer authentication where the law requires it; processing transactions with partners; administering contests and sweepstakes; detecting and preventing fraud; and engaging in sales activity for group bookings, meetings and events. A street address is therefore used for service delivery, payments and analytics as well as for direct-mail marketing.
Supporting quotations
We collected this personal information for the following business or commercial purposes:
Fulfill guest reservations
Administer membership and activity in the Hilton Honors loyalty program
Provide customer service and support
Verify identity
Send marketing communications via direct mail
Perform analytics to provide guests with personalized offers and content
Perform analytics to improve business operations
Process payments, including conducting strong customer authentication (SCA) when required by law
Process transactions with partners
Administer contests and sweepstakes
Detect and prevent fraud
Engage in sales activity for group bookings, meetings and events
Qualifications & exceptions
The purposes cover the 12 months before August 31, 2026.
Strong customer authentication is stated to apply only 'when required by law'.
Direct-mail marketing is a stated purpose here, subject to the marketing choices and rights the Statement sets out later.
Use & Processing · Company practice
Promotional images: photographed on the property, used in promotions, shared with promotion partners
For promotional images, Hilton says it obtained the information directly from cameras utilized on the property, and that the purpose is internal and external promotions and communications. It says it shares promotional images with third parties that facilitate promotions, and that the information was not sold to a third party within the past 12 months. Unlike the CCTV category, promotional images are stated to be shared with promotion partners.
Supporting quotations
Promotional Images
We have obtained this personal information from the following sources:
Directly from cameras utilized on the property
We collected this personal information for the following business or commercial purposes:
Internal and external promotions and communications
We have shared this personal information with the following categories of third parties
We share promotional images with third parties that facilitate promotions
This information was sold to a third party within the past 12 months
No
Qualifications & exceptions
Images are captured by property cameras, so people may appear in them without giving them for this purpose.
The sale answer covers the 12 months before August 31, 2026.
Use & Processing · Company practice
Customer ratings and survey responses: published with consent, identifiable responses not shared
For customer ratings and survey responses, Hilton says it obtained the information directly from consumers themselves. The purposes are troubleshooting and resolving website issues, improving the customer experience, and — with the guest's consent where required — displaying or publishing guest feedback, survey responses, ratings, testimonials or excerpts of comments on Hilton websites, mobile applications or other promotional materials to help inform other travellers about guest experiences at its properties. It says it does not share identifiable customer ratings and survey responses with any third parties, and that the information was not sold to a third party within the past 12 months.
Supporting quotations
Customer ratings and survey responses
We have obtained this personal information from the following sources:
Directly from consumers themselves
We collected this personal information for the following business or commercial purposes:
Troubleshoot and resolve website issues
Improve customer experience
With your consent where required, display or publish guest feedback, survey responses, ratings, testimonials, or excerpts of comments on Hilton websites, mobile applications, or other promotional materials to help inform other travelers about guest experiences at our properties.
We have shared this personal information with the following categories of third parties
We do not share identifiable customer ratings and survey responses with any third parties.
This information was sold to a third party within the past 12 months
No
Qualifications & exceptions
Publication of guest feedback is qualified by the guest's consent where required.
The no-sharing statement is limited to identifiable ratings and survey responses.
The sale answer covers the 12 months before August 31, 2026.
Use & Processing · Company practice
Point of collection, browsing: remaining purposes of interaction information
The point-of-collection notice for browsing Hilton websites states further purposes for the interaction information it collects: optimizing Hilton's websites and mobile apps, performing analytics that improve business operations, performing analytics that provide guests with personalized offers and content, marketing, sharing that data with advertising networks that serve personalized advertisements, and detecting and preventing fraud.
Supporting quotations
Optimize our websites and mobile apps
Perform analytics to improve business operations
Perform analytics in order to provide guests with personalized offers and content
Marketing
Share that data with advertising networks who serve personalized advertisements
Detect and prevent fraud
Qualifications & exceptions
These purposes sit in the point-of-collection notice for browsing; the general collection summary in the same document lists the same kinds of uses for a 12-month retrospective period.
Use & Processing · Company practice
Examples of what Hilton uses cookies for
Hilton lists what it uses cookies for: remembering the user name and password so that log-in is easier and faster on future visits; remembering language and other preferences; ensuring the visitor obtains all requested information; providing a safe and secure service for online transactions; tracking the visitor's response to advertisements and to website or app content, for analysis and for the number of times the same advertisement is sent; measuring how many people use the site and how they use it so it can keep running quickly and efficiently; and helping Hilton and others deliver communications and content that are relevant and responsive to the visitor's interests and location.
Supporting quotations
For example, we will use Cookies to:
Remember your user name and password for future visits so that log-in is easier and faster;
Remember your language and other preferences;
Ensure you obtain all requested information;
Provide a safe and secure service for online transactions;
Track your response to advertisements and website or app content for analysis and the number of times we send you the same advertisement;
Measure how many people use the site, and how they use it, so that we may keep it running quickly and efficiently; and
Help us and others deliver communications and content to you that are relevant and responsive to your interests and location.
Qualifications & exceptions
The list is introduced with 'For example', so it is illustrative rather than exhaustive.
Remembering the user name and password means login credentials can be held on the device for later visits.
Use & Processing · Company practice
Essential and Functional cookies
Hilton explains the cookie types that may be used on the site. Essential Cookies are necessary for the site to work and enable the visitor to move around it and use its services and features; disabling them may make those services and features unavailable. Functional Cookies save the visitor's settings on the site, such as language preference or booking information previously used, and store things such as the last hotel searched for so it is easy to find on a later visit; some Functional Cookies are essential to viewing maps or videos on the site.
Supporting quotations
Below we explain the different types of Cookies that may be used on the site.
Essential Cookies – Essential Cookies are necessary for the site to work, and enable you to move around it and use its services and features. Disabling these Cookies may make the services and features unavailable.
Functional Cookies – We use Functional Cookies to save your settings on the site—settings such as your language preference, or booking information you have previously used when booking a hotel with us.
Qualifications & exceptions
Essential cookies are described as necessary for the site to work; disabling them may remove services and features.
Some Functional Cookies are described as essential to viewing maps or videos.
The list is of cookie types 'that may be used', not a statement that all are always set.
Use & Processing · Company practice
Advertising cookies and Social Plug-In cookies
Advertising Cookies allow Hilton and other advertisers to show the most relevant products, offers and advertisements on the site, on third-party sites, or through emails and other message platforms; some of them help service providers and other advertisers select advertisements based on interests expressed or inferred from visits to Hilton's websites or apps, or across other websites, online services and apps over time, others prevent the same advertisement from reappearing continuously, and they help Hilton provide content tailored to the visitor's interests and needs. Social Plug-In Cookies are included within Advertising Cookies: they are used to share site content with members and non-members of social media networks such as Facebook, X, YouTube and Pinterest, and are usually set by the social networking provider.
Supporting quotations
Advertising Cookies – Allow us and other advertisers to show you the most relevant products, offers, and advertisements on the site and third-party sites, or through emails or other message platforms.
some Advertising Cookies help our service providers and other advertisers select advertisements that are based on your interests, including those expressed or inferred by visits to our websites or apps or across other websites, online services, and apps over time.
Social Plug-In Cookies – Advertising Cookies also include Social Plug-In Cookies.
These Cookies are usually set by the social networking provider, enabling such sharing to be smooth and seamless.
Qualifications & exceptions
Interest-based selection may be inferred from visits across other websites, online services and apps over time.
Social Plug-In Cookies are usually set by the social networking provider, not by Hilton.
The Statement notes that some Analytics Cookies and other technologies are used in part to facilitate advertising.
Use & Processing · Company practice
Analytics providers, Adobe Analytics and Adobe Audience Manager
Hilton says it partners with certain third-party service providers to collect information for analytics, auditing, research and reporting, and that these third parties may use server logs, web beacons, tags, pixels and similar technologies and may set and access cookies on the visitor's computer or other device. In particular it uses Adobe Analytics to understand how customers use its websites, and Adobe Audience Manager to create audiences for personalising content and advertising experiences. The Statement then points to how Adobe uses personal information in web browsers by Adobe Analytics, which is a document this source does not contain.
Supporting quotations
Analytics and Interest-Based Advertisements
We partner with certain third-party service providers to collect information to engage in analytics, auditing, research, and reporting.
These third parties may use server logs, web beacons, tags, pixels, and similar technologies, and they may set and access cookies on your computer or other device.
In particular, we use Adobe Analytics to help us understand how our customers use our websites. We also use Adobe Audience Manager to create audiences for personalizing content and advertising experiences.
The third-party providers are described as partners Hilton has selected, not as a complete list of recipients.
The Statement's link to Adobe's privacy material is a link to another document whose text is not supplied here.
Not stated here
The linked Adobe privacy overview is not supplied in this source, so this card cannot say what Adobe's own privacy material requires or permits.
Use & Processing · Company practice
Amazon Chat, WhatsApp and LINE for personalised content, analytics and account linking
Hilton says it partners with Amazon Chat, which supports its chat platform, and may use it for sharing dynamic content for authenticated users. It uses WhatsApp and LINE to send personalised content and advertising experiences across multiple platforms, and may use them for analytics, research and reporting; it says it will use the visitor's WhatsApp and LINE phone number to link them to an existing Hilton account, if available, and to leverage their data to enhance its analytics across channels. If a Hilton Honors member follows Hilton on LINE and logs in via Universal Login, Hilton links the LINE identification number to the Hilton Honors account, and may then send personalised marketing messages on LINE if the member has consented to receiving marketing messages. The Statement links to WhatsApp's and LINE's own privacy material, which this source does not contain.
Supporting quotations
We partner with Amazon Chat which supports our chat platform. We may use Amazon Chat for sharing dynamic content for authenticated users.
We use WhatsApp and LINE to help us send you personalized content and advertising experiences across multiple platforms.
We will use your WhatsApp and LINE phone number to link you to your existing Hilton account (if available) and leverage your data to enhance our analytics, providing you with a richer customer experience across all channels.
If you are a Hilton Honors member, you follow Hilton on LINE, and you log in via Universal Login, we will link your LINE identification number to your Hilton Honors account.
If you have consented to receiving marketing messages from us, we may then send you personalized marketing messages on LINE.
Qualifications & exceptions
The account link through the WhatsApp or LINE phone number is stated to apply if an existing account is available.
LINE marketing messages are conditional on the member having consented to receiving marketing messages.
The linked WhatsApp and LINE privacy documents are not supplied in this source, so this card cannot say what they require.
Not stated here
The linked WhatsApp privacy policy and LINE privacy terms are not supplied in this source, so this card cannot say what those documents require of the platforms or of Hilton.
Use & Processing · Company practice
Marketing communications: channels, service providers and consent
Hilton says it may send communications by email, text message, push notifications, in-app alerts, direct mail and social media to tell the recipient about the products it offers, and that to enable this, the recipient's information may be disclosed to service providers who use it solely to send out marketing communications on Hilton's behalf. If, depending on the circumstances, consent is required in the recipient's jurisdiction, Hilton says it will obtain consent before sending such communications.
Supporting quotations
5. Marketing Communications Choices
we may send you communications via email, text message, push notifications, in-app alerts, direct mail, and social media
your information may be disclosed to service providers who use such information solely to send out marketing communications on our behalf
If, depending on the circumstances, consent is required in your jurisdiction, we will obtain your consent before sending you such communications.
Qualifications & exceptions
The consent requirement is conditional on the circumstances and on the jurisdiction.
Service providers are limited to using the information to send marketing communications on Hilton's behalf.
Use & Processing · Company practice
In-stay SMS and WhatsApp messaging service, and how to stop it
Hilton says an SMS messaging service is among the services provided during a stay. If the guest gave Hilton a mobile telephone number, the property where they are staying may contact them by SMS or WhatsApp to welcome them on arrival, to let them submit questions or request additional services, to notify them of problems with the room, and mid-stay to remind them the service is available. The guest can reply to those messages with questions or requests, and can opt out of receiving the SMS or WhatsApp messages by replying 'STOP' to any message.
Supporting quotations
Included in the services that Hilton provides during your stay is an SMS messaging service.
the property where you are staying may contact you by SMS or WhatsApp to welcome you upon your arrival and permit you to submit questions or request additional services via SMS or WhatsApp.
You can opt out of receiving these SMS or WhatsApp messages by replying “STOP” to any message.
Qualifications & exceptions
Contact depends on the guest having given Hilton a mobile telephone number.
The property, not Hilton centrally, may send these messages.
Opting out is by replying 'STOP' to any message.
Use & Processing · Company practice
Generative AI training data: the Digital Assistant, its training data and the sources used
Hilton states that California's Generative Artificial Intelligence Training Data Transparency Act requires developers of GenAI systems available to California residents to post details on the data used to train their systems. It describes the Hilton Digital Assistant as a GenAI chatbot available to the public on Hilton.com, through the Hilton Honors app and through guest messaging channels at certain hotels, which can assist with customer support tasks and produce context-aware answers about account support, reservation details, hotel information and general inquiries. It says it developed the assistant using Hilton proprietary datasets, that the training data is internally sourced and collected on an ongoing basis, that it does not use synthetic data generation, and that the datasets do not include personal information or aggregated consumer information as defined in the CCPA. It began using this data to develop the assistant on August 1, 2021.
Supporting quotations
Generative Artificial Intelligence Training Data Transparency
California’s Generative Artificial Intelligence (GenAI) Training Data Transparency Act requires developers of GenAI systems available to California residents to post details on the data used for training their systems on their websites.
Hilton Digital Assistant is a GenAI chatbot that is available to the public on our website (Hilton.com
Hilton Digital Assistant is a GenAI chatbot that is available to the public on our website (Hilton.com
Hilton developed the Hilton Digital Assistant using Hilton proprietary datasets. The data used to train the Hilton Digital Assistant is internally sourced and collected on an ongoing basis.
We do not use synthetic data generation. The datasets do not include personal information or aggregated consumer information as defined in the CCPA.
We began using this data to develop the Hilton Digital Assistant on August 1, 2021.
Qualifications & exceptions
The training data is internally sourced and collected on an ongoing basis.
No synthetic data generation is used.
The datasets exclude personal information and aggregated consumer information as defined in the CCPA.
Use of the data for development began on August 1, 2021.
Use & Processing · Context
GenAI training data: the Policy and General Knowledgebase dataset
The training-data summary lists a dataset called Policy and General Knowledgebase. Its source and owner is Hilton; the data type is support content aimed at answering questions about Hilton programs and supporting the management of reservations; the estimated volume is 10,000; and the intellectual property status is Hilton Proprietary.
Supporting quotations
Policy and General Knowledgebase
Source/Owner of Datasets
Hilton
Description of Data Type
Support content aimed to answer questions about Hilton programs and support for managing reservations.
Estimated Volume
10,000
Intellectual Property Status
Hilton Proprietary
Qualifications & exceptions
The volume is given as an estimate.
The intellectual property status is stated to be Hilton Proprietary.
Use & Processing · Context
GenAI training data: the Hotel Information System dataset
The training-data summary lists a dataset called Hotel Information System. Its source and owner is Hilton; the data type is hotel amenities and policies, for example pool availability, parking cost and pet policies; the estimated volume is 1 million; and the intellectual property status is Hilton Proprietary.
Supporting quotations
Hotel Information System
Source/Owner of Datasets
Hilton
Description of Data Type
Hotel amenities and policies. E.g. Pool Availability, Parking Cost, Pet Policies.
Estimated Volume
1 million
Intellectual Property Status
Hilton Proprietary
Qualifications & exceptions
The volume is given as an estimate.
The examples given are amenity and policy information such as pool availability, parking cost and pet policies.
Use & Processing · Context
China: section 3.1 on entrusted processing of personal information
This is the heading for section 3.1 of the China appendix, which addresses entrusted processing of personal information. Its content follows in the next part of the appendix.
Supporting quotations
3.1 Entrusted Processing of Your Personal Information
Qualifications & exceptions
The section heading introduces material set out in the following part of the appendix.
Use & Processing · Company practice
China: entrusted processing by third-party service providers
The China appendix says that to achieve the purposes described in the Statement, Hilton may entrust third-party service providers to assist in providing relevant operational and service support, and that during such entrusted processing personal information may be processed to enable the functions of its products and services. The listed providers are SMS and MMS service providers; marketing, research, advertisement and data analytics service providers; website and system server hosting service providers; software and system technical service providers; and invoice service providers.
Supporting quotations
To achieve the purposes described in this Statement, we may entrust third-party service providers to assist us in providing relevant operational and service support.
your personal information may be processed to enable the functions of our products and/or services, including but not limited to the following:
SMS and MMS service providers
Marketing, research, advertisement, and data analytics service providers
Website and system server hosting service providers
Software and system technical service providers
Invoice service providers
Qualifications & exceptions
The list is given as 'including but not limited to', so it is illustrative rather than exhaustive.
The entrusted processing is stated to serve the purposes described in the Statement.
Use & Processing · Company practice
Korea: behavioral information collected on consent and associated with a logged-in account
The Korea appendix states that if a person consents to the use of cookies and other technologies when interacting with Hilton's website or mobile application, Hilton will process and collect behavioral information related to those interactions, and that if the person consents and is logged into their Hilton Honors account, that behavioral information will be associated with the account. It says behavioral information is used to deliver personalized advertisements, optimize the website and mobile application, and support internal analysis, and is retained as necessary to fulfil the purpose for which it was collected or as required or permitted by law.
Supporting quotations
Behavioral Information: If you consent to the use of cookies and other technologies when you interact with our website or mobile application, Hilton will process and collect behavioral information related to such interactions.
If you consent and are logged into your Hilton Honors account, such behavioral information will be associated with your account.
Behavioral information is used to deliver personalized advertisements, optimize our website and mobile application, and support internal analysis.
Behavioral information is retained as necessary to fulfill the purpose for which it was collected or as required or permitted by law.
Qualifications & exceptions
Collection is conditional on consent to cookies and other technologies.
Association with the account requires both consent and being logged in.
Retention is tied to the collection purpose or to what the law requires or permits.