Last week’s security breach affecting half a billion Starwood guests staying between 2014 and 2018 potentially compromised credit card information and passport numbers, and although owner Marriott Group has since confirmed it had “successfully contained the incident”, this will have huge ramifications for the company and the wider industry.

Marriott shares initially dropped $8.24 overnight, and it is believed there will be “somewhat negative” investor sentiment in the short term as well as an effect on customer loyalty.

Marriott has faced many recent challenges, and it is likely the company will be fined heavily under GDPR – up to 4% of the Group’s annual global turnover – as well as facing investigation into the data breach by jurisdictions such as New York City for not disclosing full information.

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