Privacy Policy

1. Introduction

This Privacy Policy explains how Direct Booking Alliance™ (“the Alliance,” “we,” “our,” or “us”) collects, uses, shares, and protects personal information in connection with our website, directory, community, communications, and related services (the “Services”).

The Alliance primarily serves business users in the travel ecosystem, including operators, travel technology partners, professionals, creators, and other industry participants. We do not function as a booking platform or intermediary between travelers and operators.

By using our Services, you agree to the practices described in this Policy.

2. Roles and Responsibilities

a. Direct Booking Alliance™

For applicable privacy laws, the Alliance generally acts as the data controller for personal data we process to operate our website, directory, community, communications, and related initiatives.

b. Members, Operators, and Partners

Members, operators, and partners are independent data controllers for any customer, guest, business, or community data they collect and process in their own systems. Each organization is responsible for its own privacy notices and compliance obligations.

3. Personal Information We Collect

a. Information You Provide

We may collect:

• Name and contact details (such as email address, phone number, business name, job title, or role)
• Membership, account, profile, or directory listing information
• Billing details, transaction information, and business-related account data where relevant
• Preferences related to communications, programs, and participation
• Information you provide when contacting us, completing forms, surveys, or participating in Alliance activities

b. Automatically Collected Information

When you interact with the Services, we may collect:

• IP address, device identifiers, browser type, and operating system details
• Log data and usage information (such as access times, pages viewed, and interactions)
• Cookie and similar technology data used for essential functionality, performance, and analytics

c. Sensitive Data

We do not intentionally collect sensitive personal information (for example, health data, precise geolocation, government IDs, or similar highly sensitive categories) unless specifically required and permitted by law.

4. How and Why We Use Information

We may process personal information to:

• Operate, administer, and improve the Alliance website, directory, and community services
• Set up and manage accounts, profiles, and listings
• Provide member support and respond to inquiries
• Send service updates, newsletters, and marketing communications (including email, SMS, and WhatsApp), where permitted by law and your preferences
• Maintain system security, monitor misuse, and prevent fraud
• Conduct analytics and performance measurement to improve user experience
• Comply with legal, regulatory, financial, and governance obligations

We do not use personal data for third-party data resale.

5. Lawful Bases for Processing

Where privacy laws such as the GDPR or UK GDPR apply, we rely on one or more lawful bases, including:

• Contractual necessity – to provide requested Services and manage participation
• Legitimate interests – to operate and improve our community and services, maintain secure systems, and communicate relevant updates
• Legal obligation – to comply with applicable legal or regulatory requirements
• Consent – where required, including for certain marketing communications and optional programs

6. Sharing of Personal Information

We may share personal information in limited circumstances:

• With members and partners: When necessary for directory features, community collaboration, events, and related Alliance initiatives
• With service providers: With vetted vendors who support operations (such as hosting, communications, payments, or analytics), under appropriate contractual protections
• For legal reasons: Where required by law, legal process, or to protect rights, safety, and security

We do not sell your personal information and do not share it for cross-context behavioral advertising.

7. International Data Transfers

As we use global infrastructure and may engage international service providers in the future, personal data may be processed in countries outside your location. Where required, we apply appropriate safeguards under applicable law.

8. Data Retention

We retain personal information for as long as reasonably necessary for business operations, community continuity, record-keeping, dispute resolution, legal compliance, and enforcement of our terms.

Retention periods vary by data type and purpose. In some cases, information may be retained until you request deletion, unless retention is required or permitted by applicable law.

9. Data Security

We use reasonable technical and organizational safeguards to protect personal information, including:

• Access controls and role-based permissions
• Secure hosting and encryption where appropriate
• Monitoring designed to reduce unauthorized access, loss, misuse, or disclosure

No system is completely secure, but we work to protect data using commercially reasonable measures.

10. Your Rights

Depending on your jurisdiction, you may have rights to:

• Access your personal data
• Correct inaccurate or incomplete data
• Request deletion of personal data
• Restrict or object to certain processing
• Request portability where applicable
• Withdraw consent at any time where processing depends on consent

To exercise your rights, contact us at hello@directbook.org. We may take reasonable steps to verify identity before fulfilling requests.

11. Marketing Communications

We may send marketing and promotional communications by email, SMS, and WhatsApp where you opt in or where otherwise permitted by law. You can opt out at any time by using the unsubscribe instructions in a message or by contacting us directly.

12. Cookies and Similar Technologies

We may use cookies and similar technologies for essential functionality, security, and analytics. You can manage cookies through your browser settings.

If we deploy non-essential cookies in jurisdictions requiring consent, we will implement appropriate consent tools and disclosures.

13. Children’s Privacy

Our Services are intended for business and professional audiences and are not directed to children. We do not knowingly collect personal data from children.

14. Regional Privacy Provisions

This Policy is designed for global application. Where local laws provide additional rights or stricter requirements, we will honor those requirements in the relevant jurisdiction.

15. Third-Party Websites and Services

Our Services may include links to third-party websites, platforms, or integrations. We are not responsible for third-party privacy practices and encourage you to review their policies directly.

16. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, legal obligations, and services. When we do, we will update the Effective Date and provide additional notice where required.

17. Contact Information

If you have questions about this Policy or how we handle personal data, please contact us:

Direct Booking Alliance™
Email: hello@directbook.org