Class action accuses Hilton of sending false urgency spam to Washington consumers

Hilton Grand Vacations class action overview:

• Who: Plaintiff Kelley Rice filed a class action lawsuit against Hilton Grand Vacations Inc.
• Why: Rice alleges Hilton Grand Vacations violated Washington state law by sending spam emails with false or misleading subject lines.
• Where: The Hilton Grand Vacations class action lawsuit was filed in Washington state court.

A new class action lawsuit alleges Hilton Grand Vacations sends spam emails with false or misleading subject lines to consumers in Washington state.

Plaintiff Kelley Rice filed the class action complaint against Hilton Grand Vacations on Sept. 30 in Washington state court, alleging violations of the Commercial Electronic Mail Act (CEMA) and the Consumer Protection Act.

The lawsuit alleges Hilton Grand Vacations spams Washington consumers with commercial emails containing deceptive subject lines, creating a false sense of urgency to entice consumers to engage with its marketing efforts.

Rice claims Hilton Grand Vacations’ emails waste consumers’ time and flood their inboxes with false notifications, steering them away from better deals and pressuring them to purchase its products and services immediately.

“Through this deceptive time-sensitivity, HGV falsely narrows the field—steering consumers away from shopping for better deals—to its own products and services which must be purchased now,” she says.

Hilton Grand Vacations spam emails violate Washington state law, plaintiff claims

The lawsuit alleges Hilton Grand Vacations’ emails violate the CEMA, a law enacted in 1998 to protect Washington consumers from deceptive spam emails.

The law prohibits sending commercial emails with false or misleading subject lines to Washington residents, regardless of whether the emails were solicited or whether consumers relied on the false statements, Rice claims.

Rice says these tactics harm consumers by distorting their decision-making and preventing them from considering other options.

The lawsuit seeks to represent a class of Washington residents who received Hilton Grand Vacations emails with false or misleading subject lines during the past four years.

Rice seeks damages, including an injunction against further violations, and treble damages of $500 per violation.

In 2024, a group of consumers filed a class action lawsuit against Hilton, Wyndham and four other major hotel chains, claiming they conspired to fix hotel room rental prices nationwide.

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

The plaintiff is represented by Samuel J. Strauss and Raina C. Borrelli of Strauss Borrelli LLP; Lynn A. Toops, Natalie A. Lyons and Ian R. Bensberg of CohenMalad LLP; and Gerard J. Stranch IV, Michael C. Tackeff and Andrew K. Murray of Stranch Jennings & Garvey PLLC.

The Hilton Grand Vacations class action lawsuit is Rice v. Hilton Grand Vacations Inc., Case No. 2:25-cv-02205, in the Superior Court of the State of Washington for the County of King.

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