Clauses that recur across this industry, and what each one actually permits.
“to provide and improve our services”
The catch-all purpose. Analytics, profiling, personalisation, and increasingly AI training can all ride under it. When they want to do something new with your data, this sentence usually already covers it.
THE MOVE An objection draws the line: use your data to run the service, not to improve, target, or train on it.
“we do not sell your personal information”
Often technically true, and still misleading. It usually means no cash changes hands. Data can still flow to ad networks, analytics firms, and partners: on their definition, sharing is not selling.
THE MOVE Flip the do-not-sell switch where one exists. The written objection on top of it goes on your record.
“service providers, partners, and affiliates”
How data leaves the building with no name attached. Recipients are listed by what they do, never who they are. You cannot send a request to a company you cannot name, which is the point.
THE MOVE An access request can ask for the recipients by name, not just the categories. UK and EU law put that choice with you. The reply, or the silence, goes on your record.
“aggregated or de-identified information”
Stripping the name does not strip the pattern, and the pattern often still points at you. Policies grant themselves free, indefinite use of this data because in their telling it is no longer about you.
THE MOVE If a deletion comes back as 'anonymised', keep the reply. It is their claim, not a fact you can check.
“retained as long as necessary, or as required by law”
They can keep it for: legal duties, tax rules, fraud prevention, possible lawsuits, their own business reasons. None of them carries a firm end date. Deletion becomes a negotiation, not an event.
THE MOVE Which reasons apply to you, and how long each runs, is a request of its own. Their reply goes on your record.
“you grant us a licence to use your content”
A contract term, not a data setting, so a privacy request cannot undo it. The careful version ends with your account. The broad version can be passed on, never expires, and survives deletion.
THE MOVE Whether the licence ends with the account is written in their terms, not yours. Closing the account goes on your record.
“Advance Passenger Information, shared with border authorities to meet the immigration requirements of the countries we fly to”
Collecting your passport or ID document, its number, nationality and dates, and passing it to the border authorities of every country on your route. The hand-over is framed as those countries' legal demand rather than the carrier's choice, so it is not something you opt out of.
THE MOVE No request to the carrier pulls the passport data back from the border authorities that hold it. The record marks that the hand-over happened.
“they will be the data controller and their privacy notice will apply”
Passing your booking to another company, the operator, the booking system, a hotel or a transfer firm, which then becomes the record's own keeper under its own policy. The company you booked through steps out of responsibility for that copy.
THE MOVE A request to the company you booked with reaches only its own copy; the operator, the booking system and the extras each hold a separate file. What each returns goes on your record.
“we create a customer profile for you, used to group similar customers together into customer segments”
Building a lasting file from your travel history, searches, purchases and details about you, kept apart from any single booking and used to target offers. A few policies go further and say this profile helps set the rates you are shown.
THE MOVE A request surfaces the profile held beside your bookings and what feeds it. Their reply goes on your record.