Privacy Policy

We collect personal information in three ways: directly from you, automatically when you use our website, and from trusted third parties such as our brand affiliate (SureStay / Best Western) and online travel agencies.

A. Information You Provide

• Full name, mailing address, email address and phone number
• Payment card information and billing details (processed by our PCI-compliant payment provider)
• Government-issued ID at check-in (required for verification; not stored beyond what local law requires)
• Reservation details: check-in/check-out dates, number of guests, room preferences, special requests, accessibility needs
• Loyalty / rewards program ID (if you provide a Best Western Rewards number)
• Information you submit through contact forms, surveys, contests or feedback
• Communications you send by phone, email, fax or SMS (calls may be recorded for quality assurance)

B. Information Collected Automatically

• Device and browser data (IP address, browser type, operating system, device identifiers)
• Usage data (pages visited, time on site, referring URL, clicks)
• Approximate location based on IP address
• Cookies and similar tracking technologies (see Section 4)

C. Information From Third Parties

• Reservations made through online travel agencies (Expedia, Booking.com, etc.) or our brand affiliate (Best Western)
• Analytics and advertising partners (Google Analytics, Google Ads)
• Public social media interactions tagging or messaging Lx Hotel

We use your personal information for the following purposes:

• Reservations & service delivery — processing bookings, confirming reservations, managing your stay, and responding to requests.
• Payment processing — charging your card for room, taxes, fees and incidentals.
• Customer support — answering questions before, during and after your stay.
• Property safety & security — verifying guest identity, preventing fraud, and protecting our staff, guests and premises.
• Marketing — sending promotional emails or SMS, but only with your prior consent. You can unsubscribe at any time.
• Site improvement & analytics — understanding how guests use our website so we can improve it.
• Legal compliance — complying with Tennessee and U.S. federal law, tax obligations, lawful requests from regulators or law enforcement, and Best Western brand standards.

We do not use automated decision-making or profiling that produces legal or similarly significant effects.

We do not sell or rent your personal information, and we do not share it for cross-context behavioral advertising. We share information only as described below:

• Service providers who work on our behalf under contract — payment processors, reservation/property-management systems, IT and hosting vendors, email and SMS providers, and analytics providers.
• Brand affiliate — Best Western International, Inc. for reservation, loyalty and brand-standard purposes (governed by Best Western's privacy policy).
• Online travel agencies when you choose to book through them.
• Government, regulatory or law-enforcement authorities when required by law, court order, valid legal process, or to protect our legal rights.
• Business transfers — if we are involved in a merger, acquisition or sale of assets, your information may transfer to the successor organization under the same protections.
• With your consent for any other purpose disclosed at the time you provide the information.

Our website uses cookies and similar technologies (web beacons, pixels, local storage) to:

• Enable core site functionality (forms, booking widget, security)
• Remember your preferences (language, room search filters)
• Measure site traffic and performance through Google Analytics
• Support our paid search and remarketing campaigns through Google Ads
• Provide reCAPTCHA protection on contact forms

You can control cookies through your browser settings — most browsers let you block or delete cookies. Note that disabling cookies may affect site functionality, including the booking flow. To opt out of Google Analytics, install the Google Analytics Opt-Out Browser Add-on.

By providing your mobile number during reservation, check-in, or through our online forms, you consent to receive transactional and informational text messages from Lx Hotel.

Types of Messages You May Receive

• Reservation confirmations and pre-arrival reminders
• Check-in instructions and room-ready notifications
• Mid-stay check-ins and front-desk messages
• Post-stay receipts, thank-you notes and feedback requests
• Customer-support responses to questions you send us

Message Frequency, Cost & Carriers

Approximately 8–10 messages per reservation, plus any additional support messages you initiate. Message and data rates may apply — check your wireless plan. Carriers are not liable for delayed or undelivered messages.

Help & Opt-Out

• Reply HELP to any message for assistance, or contact us at [email protected] or (931) 954-0946.
• Reply STOP to any message to opt out of all non-essential SMS communications. You will receive one confirmation message and no further texts.
• Opting out of SMS does not opt you out of other channels (email, phone) — manage those separately.

Mobile information will not be shared with third parties or affiliates for marketing purposes. We will share mobile information only with our SMS service provider as needed to deliver these messages, and as required by law.

We use reasonable administrative, technical and physical safeguards to protect your personal information from unauthorized access, loss, misuse or alteration. These include:

• HTTPS / TLS encryption for data sent between your browser and our servers
• PCI-DSS compliant payment processing (we do not store full credit-card numbers on our servers)
• Access controls limiting employee access to personal data on a need-to-know basis
• Regular security reviews and software updates

No system can be guaranteed 100% secure. If you believe your information has been compromised, please contact us immediately.

We retain personal information only as long as necessary to:

• Fulfill the purposes for which it was collected (reservations, stays, customer service)
• Comply with legal, tax, accounting and reporting obligations under U.S. federal and Tennessee law
• Resolve disputes and enforce our agreements

When personal data is no longer required, it is securely deleted or de-identified.

All guests can:

• Unsubscribe from marketing emails using the link at the bottom of any message
• Reply STOP to any marketing SMS to opt out
• Request access to, correction of, or deletion of your personal information by contacting us at [email protected]

U.S. State Privacy Rights

If you are a resident of California, Colorado, Connecticut, Virginia, Utah, Texas, Oregon or another state with a comprehensive consumer privacy law, you may have additional rights, including the right to:

• Know what personal information we collect about you and how we use it
• Access a copy of your personal information in a portable format
• Correct inaccurate personal information
• Delete personal information we hold about you
• Opt out of the sale of personal information or sharing for cross-context behavioral advertising (note: we do not sell or share personal information for these purposes)
• Limit the use of sensitive personal information
• Be free from retaliation for exercising your privacy rights

To exercise these rights, email [email protected] or call (931) 954-0946. We will verify your identity before fulfilling your request and respond within the timeframes required by applicable law (typically 45 days). You may also designate an authorized agent to make a request on your behalf.

Our website and services are not directed to children under the age of 13, and we do not knowingly collect personal information from children under 13 in compliance with the U.S. Children's Online Privacy Protection Act (COPPA). Our minimum check-in age is 21. If you believe a child under 13 has provided us with personal information, please contact [email protected] and we will delete it promptly.

Our website links to external sites (such as Best Western reservations, online travel agencies, area attractions and Google Maps). We are not responsible for the privacy practices or content of those sites. Please review their privacy policies before submitting personal information.

We may update this Privacy Policy from time to time. The current version is always posted on this page with the "Last Updated" date at the top. Material changes will be highlighted on our home page or sent by email where appropriate. Continued use of our website or services after the effective date of an update constitutes acceptance of the revised policy.