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Privacy Policy


Ultimate Destinations is committed to respecting your privacy and protecting preserving personal information. This privacy policy sets out how we collect, use, share and protect your personal data.

Our privacy notice has been updated to reflect GDPR (General Data Protection) which came into effect in May 2018. We monitor and review our privacy policy regularly and will publish any changes on this web page. This policy was last updated on 8 July 2024. By using the website, you agree to be bound by this policy.

Personal information we collect
In the running and operation of this website, we may collect and process the following information:

  • Marketing preferences: whether you wish to receive marketing information from us, and if so, by which methods (email, post)

  • Browsing: historical searches, how you use our website, website experience user survey responses, the devices and IP addresses you use to access our services (operating system, browser). We collect this information so that we are able to continuously improve our website and our service to you.

  • Communication: emails, customer service matters, responses to questionnaires, competition entries, your interaction with our marketing communications (clicking links in our marketing emails),

  • Electronic identifiers: cookies, IP addresses. You can disable cookies if you wish, but this may hamper our ability to provide online services securely. NB Our website has been created using Wix. Click here to find out more about the cookies Wix uses.


How we collect personal information
We collect information in several ways, as follows:

  • From you – via the completion of forms on our website, or through contact via email, social media, phone or in person

  • Your use of our website

  • Your interaction with our marketing communications

  • Third party services such as Feefo and Mailchimp

  • Like many companies, when you visit our website we also collect information about usage via cookies, and we also track user and traffic patterns; however, we do not collect personal information via cookies.


How we use your personal information
We use your personal information to:

  • Communicate with you, including responding to your emails, messages on social media, initiate questionnaires and handling customer service issues

  • With your permission, send you relevant marketing information such as details of special offers and new properties we think will be of interest to you

  • Manage competitions, promotions and special offers in which you participate

  • Make sure our servers and websites are operating correctly

  • Legal basis of processing


Grounds on which we will store and use your data

  • Consent: for certain types of data processing (eg marketing activities), we rely on your consent to use your data. You have the right to withdraw your consent. All our marketing communications include an unsubscribe link, to make it easy to withdraw consent. If you withdraw your consent (eg by opting out of marketing communications), we will stop processing your data as requested.

  • Legitimate interests: we use data to operate and improve our business as a travel agency. However we will always ensure that our legitimate interests will never override your right to privacy.


How we share your personal information
We store your data in certain cloud services provided by third parties. Those third parties do not however have access to your data. These third parties will themselves separately be controllers of your personal data.

We do not transfer your data outside the UK or the European Union.


Any personal information we collect is only used by Ultimate Destinations. We do not share personal data with any other third parties, other than noted above, unless we are required to do so by law.

Security of your data
We protect your data with various technology-based systems. We also regularly test and evaluate the security of our systems, updating safeguards as necessary. Our staff are trained in the importance of security and privacy and we treat breaches of confidentiality and privacy as disciplinary matters.

Data Retention
Your information is only stored whilst it is required for the relevant purposes or to meet legal requirements. Where your information is no longer required, we will ensure it is disposed of or deleted in a secure manner.

At any time you have the right to ask us:

  • To confirm whether we hold any of your personal data

  • To send you a copy of any personal data that we hold about you

  • To correct any inaccuracies in your personal data and to add relevant details where the personal data we hold is incomplete

  • To delete (to the extent possible) your personal data, where we are required by law to do so

  • To stop processing your personal data, where we are required by law to do so

  • To let you have a portable copy of the personal data we hold about you, where we are required by law to do so

  • To stop processing any of your personal data that we process on the basis of our legitimate interests

  • To stop sending you marketing material


Please note that when these rights are exercised, we will conduct identification checks in order to ensure your privacy is safeguarded. You will need to contact us by email or post, to exercise these rights. Any request will be processed within 7 days.

If you are concerned about the processing of your data, please contact If you are unhappy with our use of your data, you also have the right to make a complaint to the Information Commissioner’s Office, which supervises data protection in the UK.

We will not contact you for marketing purposes by email, phone or post unless you have given your prior consent.

Hays Travel Limited
When we sell travel services on behalf of Hays Travel, their privacy notice will apply. Our own privacy policy below applies to the other ways in which we use your personal information.

Ultimate Destinations is an Accredited Body Member of Hays Travel Limited, ATOL 5534. Being a part of the Hays Group allows us to retain our independence but still take advantage of their excellent commercial terms. This lets us offer you excellent value holidays despite a very competitive market. We also offer a full travel service, making Ultimate Destinations a one-stop-shop.

Any Questions?
If you have any queries regarding our privacy policy, please do not hesitate to call us on 01923 284148, email on or write to us at Data Protection Manager, Sheraton House, Lower Road, Chorleywood, Hertfordshire, WD3 5LH.

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