Trailborn Privacy Policy

Last Updated: October 30, 2024

This Privacy Policy describes how Trailborn Brand LLC and our subsidiaries and affiliated companies (collectively, “Trailborn,” “we,” or “us”) collect, use, and disclose information about you. This Privacy Policy applies to information we collect when you access or use our websites and other online products and services that link to this Privacy Policy (collectively, our “Sites”), or when you stay in our properties, frequent our dining options, book our experiences, or otherwise interact with us, in person or online, including through our amenities offerings, customer support channels, or on social media pages (together with the Sites, the “Services”).

COLLECTION OF INFORMATION

We collect personal information that you provide to us, from third-party sources, and automatically when you interact with our Services.

Information You Provide to Us

We collect information you provide directly to us. This includes:

  • Contact information, such as your first and last name, address, email address, and phone number.
  • Identification and demographic information, such as your passport, visa and other government-issued identification, gender, nationality, date of birth, and language preferences.
  • Reservation information and purchases, such as the rooms you reserve, reservation dates, restaurant bookings, spa reservations and experiences, other guests associated with your reservations, and details of any purchases you make on the Sites, at our properties, or otherwise in connection with the Services.
  • Billing and payment information, including credit card or bank account information (which is processed by our third-party payment processors, such as Google Pay and Apple Pay), billing address, and transaction history.
  • Preferences that you communicate to us and that we infer in connection with your use of the Services, such as preferred room types, reservation times, meal options, and experiences, special requests you make, your preferences for receiving our marketing and other communications, and other information we learn in the course of providing our Services.
  • Loyalty information, such as accumulated rewards and benefits.
  • Health information you provide in connection with the Services, such as information about allergies, dietary restrictions, disabilities, pregnancy, and other health conditions as needed to provide you a safe and enjoyable experience with the Services. For more information, see our Consumer Health Data Notice.
  • Communications that we receive from you, including when you contact us with questions, feedback, or otherwise.

Information from Third Parties

We collect personal information from the following categories of third parties:

  • Travel agents and booking sites. If you make a reservation for the Services through a travel agent, booking site, or other third-party platform, we receive your information, such as your contact information and reservation information, from the third party. This Privacy Policy does not apply to the practices of the third-party online reservation platform that you use to make a reservation for our Services.
  • Social media and other public sources and business partners. We may receive information from social media sites, such as Facebook, Instagram, LinkedIn, X, and others, when you interact with our pages and content or otherwise communicate with us via these sites. We may also receive information from business partners, such as lead generation providers, to help us promote and market our Services.


Information We Collect Automatically

We automatically collect certain information about your interactions with us or our Services, including:

  • Transactional Information: When you make a purchase or return, including when you pay for a reservation or service online and when you make a purchase inside one of our establishments, we collect information about the transaction, such as product or service details, purchase price, and the date and location of the transaction.
  • Device and Usage Information: We collect information about how you access our Services, including data about the device and network you use, such as your hardware model, operating system version, mobile network, IP address, unique device identifiers, browser type, and app version. We also collect information about your activity on our Services, such as access times, pages viewed, links clicked, and the page you visited before navigating to our Services.
  • Information Collected by Cookies and Similar Tracking Technologies: We (and those who perform work for us) use tracking technologies, such as cookies and web beacons, to collect information about your interactions with the Services. Cookies are small data files stored on your hard drive or in device memory that help us improve our Services and your experience, see which areas and features of our Services are popular, and count visits. Web beacons (also known as “pixel tags” or “clear GIFs”) are electronic images that we use on our Services and in our emails to help deliver cookies, count visits, and understand usage and campaign effectiveness. For more information about cookies and how to disable them, see the Your Choices section below.

USE OF INFORMATION

We use personal information to provide you with hotel reservations, restaurant, spa, and local experiences, and other related amenities and other Services. This includes:

  • Managing reservations and bookings, providing access to amenities and experiences, and providing customer support;
  • Facilitating payments and purchases;
  • Personalizing your experience and stay with us;
  • Providing and administering our loyalty program;
  • Communicating with you about your stay or use of the Services, and responding to any inquiries you may have; and
  • Sending you technical notices, security alerts, support messages and other transactional or relationship messages.

To Monitor, Analyze and Improve the Services

We use personal information to maintain, monitor, improve, and develop new products and services, including:

  • Analyzing your use of the Services to allow us to evaluate and improve the Services and their features;
  • Monitoring and analyzing trends, usage, and activities in connection with our Services;
  • Debugging and repairing errors in our Services;
  • Operating our business and benchmarking against other similar services, including for internal purposes such as data analysis, statistical and research purposes; and
  • Creating de-identified, anonymized, or aggregated information, which we may use for lawful business purposes.

For Marketing and Advertising

We use personal information to promote and expand the Services and our business, including:

  • Direct marketing, such as to communicate with you by email, text message or other means about products, services, and events offered by Trailborn and others and provide news and information that we think will interest you (see the Your Choices section below for information about how to opt out of these communications at any time);
  • Interest-based advertising, such as personalizing the advertisements you and others see on third-party platforms and websites; and
  • Special promotions, such as to facilitate contests, sweepstakes, and promotions and process and deliver entries and rewards.

For Compliance and Protection

We use personal information to enforce and comply with our terms and policies, to ensure the integrity of our Services and to defend ourselves against legal claims or disputes. This includes:

  • Detecting, investigating, and helping prevent security incidents and other malicious, deceptive, fraudulent, or illegal activity and helping protect the rights and property of Trailborn and others; and
  • Complying with our legal and financial obligations.

SHARING OF INFORMATION

We may share personal information with the following categories of third parties:

  • Service providers. These are vendors that access personal information to perform work for us, such as companies that assist us with web hosting, payment processing, processing and management of reservations or other bookings, local experiences coordination and management, fraud prevention, customer service, and analytics services.
  • Professional advisors. This includes lawyers, auditors, bankers and insurers, where necessary in the course of the professional services that they render to us.
  • Business partners. We share personal information with select strategic business partners who provide goods, services, and offers that enhance your experience at our properties or that we believe will be of interest to you. By sharing data with these strategic business partners, we are able to make personalized services and unique travel experiences available to you.
  • Advertising partners. We share personal information with third-party advertising companies to help us promote our Services and our business, including by advertising to you and others on other websites and services as described in the “interest-based advertising” section above.
  • Authorities and others. We may share personal information if we believe that disclosure is in accordance with, or required by, any applicable law or legal process, including lawful requests by public authorities to meet national security or law enforcement requirements. We may also share personal information if we believe that your actions are inconsistent with our user agreements or policies, if we believe that you have violated the law, or if we believe it is necessary to protect the rights, property, and safety of Trailborn, our users, the public, or others.
  • Business transfers. This includes disclosing personal information in connection with, or during negotiations concerning, any merger, sale of company assets, financing, or acquisition of all or a portion of our business by another company.
  • Affiliates. We may share personal information between and among Trailborn and our current and future parents, affiliates, and subsidiaries and other companies under common control and ownership.

SERVICE LOCATION

Trailborn is headquartered in the United States and we have operations and vendors in the United States and other countries. Therefore, when you access the Services, you are providing your information to us in the United States and your information is protected in accordance with the laws of the United States.

YOUR CHOICES

Communications Preferences

You may opt out of receiving promotional emails from Trailborn by following the instructions in those communications. If you opt out, we may still send you non-promotional emails, such as those about your account or our ongoing business relations.

Privacy Choices

Depending where you reside, you may have the following rights under applicable laws:

  • You may have the right to obtain information about how we collect, use, and share your personal information. We provide this information within this Privacy Policy.
  • Access, correction and deletion. You may also have the right to request access to your personal information, to correct personal information that is out of date or inaccurate, or to delete personal information that is no longer needed for a permitted purpose. If you have questions about how we handle your personal information or if you believe your information is inaccurate or has been collected in error, please contact us as provided in the ‘Contact Us’ section below and we will endeavor to resolve your questions or concerns.
  • Targeted advertising. We share information with advertising networks and analytics partners to support our interest-based advertising. To understand your choices for managing cookies and targeted advertising, please see the “Online Tracking Opt Out” section below.

To make a request, please email us as provided in the “Contact Us” section below. We may ask for specific information from you to help us confirm your identity. In some instances, your choices may be limited, such as where fulfilling your request is not supported by applicable laws or would impair the rights of others, our ability to provide a service you have requested, or our ability to comply with our legal obligations and enforce our legal rights. If you are not satisfied with how we address your request, you may submit a complaint by contacting us as provided in the “Contact Us” section below.

Online Tracking Opt Out

There are a number of ways to limit online tracking, which we have summarized below:

  • Blocking cookies in your browser. Most browsers let you remove or reject cookies, including cookies used for interest-based advertising. To do this, follow the instructions in your browser settings. Many browsers accept cookies by default until you change your settings. For more information about cookies, including how to see what cookies have been set on your device and how to manage and delete them, visit www.allaboutcookies.org.
  • Using privacy plug-ins or browsers. You can block our Website from setting cookies used for interest-based ads by using a browser with privacy features, like Brave, or installing browser plugins like Privacy Badger, Ghostery, or uBlock Origin, and configuring them to block third party cookies/trackers. You can also opt out of Google Analytics by downloading and installing the browser plug-in available at: https://tools.google.com/dlpage/gaoptout.

Note that because these opt out mechanisms are specific to the device or browser on which they are exercised, you will need to opt out on every browser and device that you use.

Some Internet browsers may be configured to send “Do Not Track” signals to the online services that you visit.  We currently do not respond to “Do Not Track” signals. To find out more about “Do Not Track,” please visit http://www.allaboutdnt.com.

CHILDREN

Our Sites are not intended for use by children. We may collect personal information about children from parents and others making reservations and in connection with your use of the Services. If you provide us with information about your child, you are responsible for providing all required notices and obtaining any necessary consents as needed to provide us with such information.

CHANGES TO OUR PRIVACY POLICY

We may change this Privacy Policy from time to time. If we make changes, we will notify you by revising the date at the top of this policy. We may also provide you with additional notice (such as by adding a statement to the Services or sending you a notification), such as in connection with making material changes to this Privacy Policy. We encourage you to review this Privacy Policy regularly to stay informed about our information practices and the choices available to you.

CONTACT US

If you have any questions about this Privacy Policy, please contact us at privacy.policy@staytrailborn.com

 

CONSUMER HEALTH DATA POLICY

This Consumer Health Data Privacy Policy explains how Trailborn collects, uses, shares, and protects “consumer health data” as defined under applicable U.S. state laws, and the privacy rights and choices you have, in connection with our Services.

This Consumer Health Data Privacy Policy supplements our Privacy Policy and applies only to consumer health data relating to Washington state residents.

Categories of Consumer Health Data We Collect

The consumer health data we collect will depend on your interaction with us and the Services, and may include information about allergies, dietary restrictions, disabilities, pregnancy, and other health conditions as needed to provide you a safe and enjoyable experience with the Services. We collect this information directly from you.

We may also draw inferences from consumer health data. For example, if you indicate that you are pregnant or have a particular impairment, we may offer accommodations to help make your stay more enjoyable.

Purpose For Which We Collect, Use and Disclose Consumer Health Data

We collect, use, and share consumer health data with your consent or as reasonably necessary to provide you with Services you request. We may use and share consumer health data to operate, manage, and maintain our business, to provide our Services, and to accomplish our business purposes and objectives, including, for example, detect, investigate, and help prevent security incidents and other malicious, deceptive, fraudulent, or illegal activity and help protect the rights and property of Trailborn and others, and to comply with applicable laws.

The categories of third parties to which we may disclose consumer health data include: affiliates, service providers, professional advisors, and government authorities. We may also disclose consumer health data in connection with or during negotiations concerning, any merger, sale of company assets, financing, or acquisition of all or a portion of our business by another company.

Your Rights

Washington state residents may request the following in relation to their consumer health data:

  • Confirm whether we are collecting, sharing, or selling consumer health data, and to access a copy of the consumer health data;
  • Delete consumer health data; and
  • Withdraw consent for our collection or sharing of consumer health data.

To submit a request, please contact us at privacy.policy@staytrailborn.com