Hilton Class Action Lawsuit: Hotel Chain Accused of Tracking Users After Opt-Out

Case Overview: A class action lawsuit claims Hilton continued to track website visitors even after they opted out of cookies, violating privacy laws and misleading consumers.

Consumers Affected: Consumers in California who visited Hilton's website and opted out of cookies.

Court: U.S. District Court for the Northern District of California

Concerns over online privacy have led to a class action complaint against Hilton Worldwide Holdings Inc. The lawsuit, filed in a California federal court, claims the hotel chain continues to track users on its website even after they opt out of cookies.

Lawsuit Alleges Hilton Violated Privacy Laws and Misled Consumers

Vishal Shah, Jonathan Gabrielli, and Christine Wiley filed the complaint on behalf of California residents who visited Hilton.com and selected the opt-out option. They allege that despite making this selection, Hilton’s website continued gathering data on their browsing habits.

According to the complaint, Hilton’s website uses third-party tracking tools from companies like Google, Adobe, Microsoft, and Snap. These tools allegedly collect details about user behavior, interests, and demographics, which are then shared with advertisers and other external entities.

California Privacy Laws Cited in Allegations

The lawsuit claims Hilton’s tracking practices violate California’s Invasion of Privacy Act, which prohibits unauthorized interception of electronic communications. It also asserts that Hilton breached its own privacy policy, which states users can opt out of tracking.

By failing to honor the opt-out request, Hilton is accused of misleading consumers and collecting data without permission. The complaint states that visitors were given a false sense of privacy, believing their information would not be stored or shared after opting out.

Consumers Say They Would Have Acted Differently

The plaintiffs contend they relied on Hilton’s assurances that their data would not be collected. Had they known otherwise, they claim they would have avoided the website or taken additional precautions to protect their privacy.

According to the complaint, Hilton’s actions amount to an invasion of personal space, and users have suffered harm by unknowingly providing data to third parties. The lawsuit seeks to represent all individuals in California who browsed Hilton’s website under the assumption that opting out of cookies prevented data collection.

Other Companies Face Similar Lawsuits Over Data Tracking Practices

Concerns over data privacy have led to multiple legal complaints against major corporations. Recently, Allstate and its data-collection subsidiary, Arity, were accused of secretly tracking drivers and selling their information without consent.

CVS is also facing legal scrutiny over allegations that its mobile app intercepted user data, including names, addresses, and prescription details. The complaint states that third-party software embedded in the app recorded sensitive information without customers' knowledge.

In the Hilton data tracking class action lawsuit, the plaintiffs are asking for financial damages, restitution, and an order requiring Hilton to stop these tracking practices. They are also seeking the return of any profits gained from unauthorized data collection and its sale. The case includes claims for invasion of privacy, wiretapping, fraud, breach of contract, and unjust enrichment.

Case Details

• Lawsuit: Vishal Shah et al. v. Hilton Worldwide Holdings Inc.
• Case Number: 5:25-cv-01018
• Court: U.S. District Court for the Northern District of California

Plaintiffs' Attorneys

• Seth A. Safier, Marie A. McCrary, Todd Kennedy and Kali R. Backer (Gutride Safier LLP)

Have you visited Hilton's website and opted out of cookies? Share your thoughts on this lawsuit in the comments below.