Because it was clear that the GDPR would apply to European hotels, European hoteliers are much further ahead in being compliant with the data privacy law. The U.S. hotel industry has been a mixed bag, with many companies conducting an analysis to determine whether they would need to comply with the GDPR.

Because many of the large hotel brands have international exposure, they realized a great deal of the personal data they collected would fall under GDPR protections. As a result, the brands have driven a lot of the change in the U.S.