Hilton class action alleges hotel chain tracks website users

Hilton class action lawsuit overview:

Who: Three consumers filed a class action lawsuit against Hilton Worldwide Holdings Inc.
Why: The plaintiffs claim Hilton’s website tracks users even after they opt out of cookies.
Where: The lawsuit was filed in a California federal court.

A new class action lawsuit alleges the Hilton hotel chain tracks users on its website even after they opt out of cookies.

Plaintiffs Vishal Shah, Jonathan Gabrielli and Christine Wiley filed the class action complaint Jan. 31 against Hilton Worldwide Holdings Inc. in a California federal court, alleging violations of California privacy laws.

According to the lawsuit, Hilton’s website, Hilton.com, uses cookies to track user data, but gives users the option to opt out. However, the plaintiffs allege that even after opting out, Hilton continues to track users’ private communications and browsing activities.

“Hilton’s promises are outright lies, designed to lull users into a false sense of security,” the Hilton class action says.

The plaintiffs claim Hilton’s website uses third-party cookies from companies like Google, Adobe, Microsoft and Snap to track users’ behaviors, interests and demographics; they allege that this data is then shared with third parties for targeted advertising and other purposes.

The lawsuit argues Hilton’s actions violate California’s privacy laws, including the California Invasion of Privacy Act, which prohibits the unauthorized interception of electronic communications. It also claims that Hilton’s actions constitute a breach of contract, as the company’s privacy statement explicitly states that users can opt out of cookies.

Plaintiffs say Hilton’s actions were ‘highly offensive’

The plaintiffs argue that Hilton’s actions constitute a serious invasion of privacy. They claim that they and other users relied on Hilton’s promise that they could opt out of cookies and would not have used the website if they had known the truth.

“Defendant’s intrusion into Plaintiffs’ privacy was also highly offensive to a reasonable person,” the Hilton class action says.

The plaintiffs are looking to represent anyone who browsed Hilton’s website in California after opting out of cookies within the past four years. They are suing for invasion of privacy, wiretapping, fraud, unjust enrichment, breach of contract and trespass to chattels.

They seek certification of the class action, damages, restitution, disgorgement of profits, injunctive relief and a jury trial.

Meanwhile, a recent data breach at hotel management platform Otelier has reportedly exposed sensitive customer data from high-profile hotel chains, including Marriott and Hilton.

What do you think of the allegations in this Hilton class action lawsuit? Let us know in the comments.

The plaintiffs are represented by Seth A. Safier, Marie A. McCrary, Todd Kennedy and Kali R. Backer of Gutride Safier LLP.

The Hilton class action lawsuit is Vishal Shah et al. v. Hilton Worldwide Holdings Inc., Case No. 5:25-cv-01018, in the U.S. District Court for the Northern District of California.

Read About More Class Action Lawsuits & Class Action Settlements:

• Amazon reaches undisclosed settlement over NBA 2K facial scans
• UnitedHealth class action settlement gets preliminary approval
• Google, YouTube must face children’s data collection claims
• Plaintiff drops LinkedIn class action over data sharing to train AI