What are the risks of storing guests' payment and personal information? From the first reservation 'click' to check-out, protecting customers' personal (PII) and payment (PCI) information is a priority in an industry built on customer trust. If PII or PCI is stolen from a host's business ecosystem, that breach can permanently ruin relationships with the entire brand. Often part of an intertwined ecosystem of franchises, facilities, services and third-party vendors, this industry has become a favorite for hackers. Further, external rewards programs may store guest information on a national level, adding even more risk to PII and PC.