PRIVACY POLICY

This document explains how Life Happens Outdoors Ltd collects, uses, stores, and protects your personal information when you visit our website, www.lifehappensoutdoors.com, contact us, make an enquiry, book an experience, communicate with us through social media or messaging platforms, or interact with our AI assisted sales and support tools. We are committed to maintaining the privacy and security of your information and presenting this policy in good faith so that you understand how we handle your data. If you have any questions or concerns, please contact us at [email protected].

For the purpose of this document, “us”, “we” or “our” refers to Life Happens Outdoors Ltd. of Flat 27 Montrose Building, 4 Malthouse Road, London, England, SW11 7BX. Life Happens Outdoors Ltd is the data controller for the personal data described in this policy, unless we explain otherwise.

  1. Who we are

Life Happens Outdoors Ltd is a UK based adventure travel company. Our website is www.lifehappensoutdoors.com. Our registered address is Flat 27 Montrose Building, 4 Malthouse Road, London, England, SW11 7BX, United Kingdom.

Company registration number: 09756389

For privacy matters, you can contact our Data Protection Contact at [email protected]. You can also use [email protected] as an alternate email address. We have appointed an internal Data Protection Contact to handle privacy enquiries. This role is not a statutory Data Protection Officer under Article 37 UK GDPR, unless we notify you otherwise. We aim to acknowledge privacy correspondence within 5 working days.

  1. What personal information we collect

The personal information we collect depends on how you interact with us.

Information you give us directly

We may collect your name, email address, phone number, country or city of residence where relevant, social media username or profile name when you contact us through a social platform, trip interests, travel preferences, questions, budget range, preferred dates, destination interests, fitness level, skill level, previous adventure experience, and any information you provide through website forms, enquiry forms, booking forms, calls, emails, WhatsApp, Instagram, Facebook Messenger, or other communication channels.

We may also collect information needed to manage bookings, payments, invoices, trip logistics, customer support, follow up, reviews, testimonials, feedback forms, surveys, community communications, and information you choose to provide to our AI assisted sales or support tools.

Website and technical information

When you visit our website, we may collect technical information such as your IP address, browser type and version, device type, operating system, pages visited, time and date of visit, time spent on pages, referral source, cookie identifiers, analytics events, and approximate location derived from your device, browser, or IP address.

Booking, payment, and operational information

If you make a booking or payment, we may collect information needed to process the booking and manage the experience. This may include booking details, payment status, invoice details, trip records, emergency or operational information, and customer service records. We do not store full credit card details on our own servers. Payment transactions are handled through secure third party payment processors.

Health, medical, passport, safety, and sensitive information

Some Life Happens Outdoors experiences may require information relating to health, medical fitness, emergency contacts, insurance, passport details, dietary requirements, allergies, accessibility needs, or safety considerations. Health and medical information is treated as special category data under data protection law and receives additional protection. Dietary information may also require additional care where it reveals health, religion, or another sensitive matter. Passport details, emergency contact details, insurance information, and trip safety information may not always be special category data, but we still treat them carefully because they can be sensitive and important.

We will only request this type of information where it is necessary for a trip, booking, safety, legal, insurance, or operational reason. Please do not send health, medical, passport, emergency contact, insurance, or other sensitive information through casual messaging channels unless we specifically ask you to provide it and explain why it is needed.

  1. AI assisted sales and messaging support

Life Happens Outdoors may use an AI assisted sales and support tool to help us respond to enquiries, answer questions, suggest relevant trips, qualify leads, support trip discovery, and pass information to our human team for follow up.

This assistant may operate through Meta connected channels, including Instagram, Facebook Messenger, WhatsApp, or other approved integrations, as well as through our own website or communication systems.

When you message us through Instagram, Facebook Messenger, WhatsApp, or another Meta connected channel, we may receive and process the content of your message, your display name, your username or platform identifier, basic profile metadata made available through the relevant platform, the date and time of your message, the channel used to contact us, your trip interests, preferences, questions, enquiry details, and lead qualification information based on your conversation, such as destination interest, timing, group size, level of experience, budget indication, or readiness to speak with our team.

The AI assistant may analyse your message to understand your question, identify the trip or service you are asking about, draft a relevant response, recommend a suitable Life Happens Outdoors experience, or route the conversation to our team.

The AI assistant is there to support communication and sales assistance. It does not make binding decisions about bookings, eligibility, refunds, insurance, medical suitability, legal rights, trip participation, or whether you are fit to join an adventure. Those matters are handled by our team and, where relevant, by the terms and conditions of your booking.

For routine questions, such as availability, trip overview, departure dates, what is included, or general preparation advice, AI assisted responses may be sent automatically. For complex, high value, sensitive, or unusual enquiries, our team may review, approve, respond to, or take over the conversation.

You can request human support at any time by asking to speak with a member of the Life Happens Outdoors team. You can also stop engaging with the assistant at any time.

  1. How we use your personal information

We may use your personal information to respond to your enquiries, help you find a suitable Life Happens Outdoors experience, provide customer support, manage bookings, payments, invoices, and trip logistics, assess general suitability for a trip where relevant, send booking confirmations, trip information, guidebooks, updates, reminders, and operational notices, manage safety, emergency, insurance, and legal obligations, provide AI assisted responses and route enquiries to our team, maintain customer records in our CRM, improve our website, services, messaging quality, internal systems, and customer experience, send newsletters and marketing communications where permitted, measure advertising and marketing performance, manage reviews and feedback, detect fraud, misuse, spam, security issues, or technical problems, and comply with legal, accounting, tax, regulatory, and insurance obligations.

We do not sell your personal information. We do not use data received from Meta integrations for unrelated third party purposes or hidden profiling. We use Meta related data only for the business purposes described in this policy, including customer communication, sales assistance, enquiry management, service improvement, analytics, and advertising measurement.

  1. Our lawful bases for processing

Where UK GDPR or EU GDPR applies, we rely on one or more lawful bases depending on the purpose.

Contract or steps before entering a contract

We use this basis when you make an enquiry, ask about a trip, request a proposal, or make a booking, and we need to process your information to respond, prepare, manage, or deliver the service.

Legitimate interests

We may rely on legitimate interests to respond to enquiries, manage customer relationships, operate our CRM, improve our services, use AI assisted support, measure marketing performance, prevent fraud, maintain records, and run Life Happens Outdoors in a practical and secure way. When we rely on legitimate interests, we consider whether our interests are balanced against your rights and expectations.

Consent

We rely on consent where required, for example for certain marketing communications, cookies, pixels, similar technologies, and some health, medical, dietary, or trip safety information where explicit consent is the most appropriate basis. You can withdraw consent at any time where processing is based on consent.

Legal obligation

We may process personal information where necessary to comply with legal, tax, accounting, regulatory, safety, or insurance obligations.

Vital interests

In rare cases, we may process personal information where necessary to protect someone’s life or safety, for example during an emergency on a trip.

Special category and sensitive information

Some information we collect for certain trips, such as health, medical fitness, allergies, or medical safety details, is special category data under data protection law and needs additional protection. Where we process this information, we rely on an Article 6 lawful basis as well as a separate Article 9 condition.

Depending on the circumstances, this may include your explicit consent, given when you provide health, medical, dietary, allergy, or related details as part of a booking, safety form, or trip preparation process; vital interests, where it is necessary to protect your life or health in an emergency and consent cannot be obtained at the time; legal claims, where processing is necessary for the establishment, exercise, or defence of legal claims; and legal obligations or substantial public interest conditions where applicable under UK or EU data protection law.

You can withdraw your explicit consent at any time, although this may affect our ability to safely deliver a trip you have booked or assess whether particular arrangements are suitable. We will maintain any additional internal policy documents required by law for this type of processing.

  1. Marketing communications

We may use your contact details to send newsletters, offers, updates, trip inspiration, event information, or other Life Happens Outdoors communications where permitted by law.

You can opt out of email marketing at any time by using the unsubscribe link in our emails or by contacting us at [email protected].

If you opt out of marketing, we may still send you service messages related to a booking, enquiry, payment, safety matter, legal matter, or operational update.

  1. Meta platforms, advertising, and marketing data

Life Happens Outdoors may use Meta platforms, including Instagram, Facebook, Messenger, WhatsApp, Meta advertising tools, and Meta APIs, to communicate with customers, respond to enquiries, manage advertising, and measure campaign performance.

We may use Meta advertising and analytics tools to understand how our campaigns perform. The data we retrieve may include campaign level and ad level metrics, such as impressions, reach, engagement, click through rate, cost per result, and attributed conversions, such as a click to message enquiry that resulted in a booking enquiry.

We may also use Meta tools, pixels, cookies, or similar technologies to measure ad performance, understand website behaviour, and improve advertising relevance. Advertising and social media technologies, including Meta Pixel and similar tools, are only used where permitted by law and, where required, with your prior consent.

You can control ad personalisation through your Meta ad preferences and Instagram ad settings.

  1. Cookies and similar technologies

Cookies are small files placed on your device. They may include an anonymous unique identifier. We use cookies and similar technologies to operate the website, understand website performance, improve user experience, remember preferences, measure marketing activity, and support advertising.

We group cookies and similar technologies by purpose. Strictly necessary cookies make the website work and do not require consent.

We may use limited first party analytics cookies or similar technologies to collect statistical information about how visitors use our website, where this is used solely to measure and improve our own website or service, where we give clear information, and where you have a simple and free way to object.

Advertising, retargeting, and social media cookies, including Meta Pixel and similar technologies, are only set with your prior consent where required by law. You can give, refuse, or change this consent through our cookie controls where available.

You can also manage cookies through your browser settings. If you refuse some cookies, parts of the website may not work properly.

  1. Who we share personal information with

We share personal information only where necessary for the purposes described in this policy.

We may share data with website hosting providers, CRM providers, email marketing providers, booking and payment providers, accounting and invoicing providers, analytics providers, advertising platforms, automation providers, AI service providers, messaging platforms, customer support tools, professional advisers such as lawyers, accountants, insurers, and auditors, guides, team leaders, local operators, accommodation providers, transport providers, and other operational partners where necessary to deliver a trip, and regulators, authorities, courts, or law enforcement where required by law.

For our AI assisted messaging and Meta connected service, we may use Meta Platforms, Inc and Meta related entities for Instagram Messaging API, Messenger API, WhatsApp, Marketing API, and related platform services; Anthropic, PBC for AI model inference and drafting or classifying message responses; OpenAI, L.L.C for AI model inference and drafting or classifying message responses; Pipedrive OU for customer relationship management, lead records, and conversation records; Supabase, Inc for database, conversation logging, analytics, audit records, and internal reporting; and Hetzner Online GmbH for application hosting, compute, and storage in EU data centres where used.

Where required, we use contractual arrangements with processors that require them to process personal data only on our instructions and to apply appropriate security measures. Some third party platforms, including Meta, may also act as independent controllers for their own platform operations. Their own privacy policies explain how they process data when you use their services.

  1. Conversation logging and CRM records

When you contact us through messaging channels, including Instagram, Facebook Messenger, WhatsApp, email, website chat, or other channels, we may keep a record of the conversation.

We use these records to respond consistently across channels, avoid asking you to repeat information, manage enquiries and follow ups, improve service quality, monitor AI assisted response quality, train our internal team, produce aggregate reporting, such as the number of enquiries about a destination in a month, and maintain an audit trail for customer service and operational purposes.

Conversation content may be stored in our CRM and in internal logging or analytics systems. Anonymised aggregate information that does not identify individuals may be kept for longer for trend reporting.

  1. International transfers

Some of our service providers are located outside the United Kingdom and the European Economic Area, including in the United States.

Where personal data is transferred internationally, we use appropriate safeguards where required. These may include adequacy decisions, the UK International Data Transfer Addendum, the EU Standard Contractual Clauses, the UK extension to the EU US Data Privacy Framework where applicable, or other lawful transfer mechanisms approved by the relevant authorities.

For transfers to the United States, where a provider is certified under an approved UK or EU transfer mechanism, we may rely on that mechanism. Otherwise, we use appropriate contractual safeguards and carry out transfer assessments where required.

Where a provider offers storage or processing in the UK or EEA, we may use those regions where available and appropriate.

  1. How long we keep personal information

We keep personal information only for as long as reasonably necessary for the purposes described in this policy, unless a longer retention period is required for legal, tax, accounting, insurance, safety, dispute resolution, or contractual reasons.

Website enquiry and contact form data may be kept for up to 180 days unless it becomes part of an active customer, lead, booking, legal, or operational record.

Messaging conversations through Instagram, Facebook Messenger, WhatsApp, or similar channels may be kept for 12 months from the date of the last message, then deleted from the relevant messaging logs where practical, unless a longer period is needed for legal, safety, booking, dispute, fraud prevention, or business relationship reasons.

If we receive a valid deletion request from you, or through a platform mechanism available to us, we will delete the relevant stored personal data from our active systems unless we need to retain it for legal, booking, safety, dispute, fraud prevention, accounting, or other lawful reasons.

CRM contact and lead records may be kept for up to 3 years from the last interaction, or until the business relationship ends, unless a longer period is required or justified. Ad performance metrics may be kept for up to 24 months for analytics and year over year reporting. Operational and access logs may be kept for around 30 days unless needed for security, debugging, legal, or operational reasons. Financial, tax, accounting, and booking records may be kept for 6 years or for the period required by applicable law. Health, safety, insurance, incident, or emergency records may be kept for as long as necessary for safety, insurance, legal, regulatory, or dispute purposes. Anonymised aggregate information, such as the number of enquiries about a destination in a particular month, may be retained indefinitely because it does not identify individuals.

  1. Security

The security of your personal information is important to us. We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration, or disclosure.

No method of transmission over the internet or electronic storage is completely secure, so we cannot guarantee absolute security.

If you contact us through a third party platform, such as Instagram, Facebook Messenger, or WhatsApp, your use of that platform is also subject to the platform’s own security, privacy, and account settings.

  1. Your privacy rights

Depending on where you are located and the law that applies, you may have rights in relation to your personal information.

These may include the right to access personal information we hold about you, the right to ask us to correct inaccurate or incomplete information, the right to ask us to delete your information subject to legal and operational limits, the right to ask us to restrict processing, the right to object to processing including direct marketing, the right to data portability, the right to withdraw consent where processing is based on consent, and the right to complain to a supervisory authority.

To exercise your rights, contact us at [email protected] or [email protected].

We may need to verify your identity before responding to a request. We aim to acknowledge requests within 5 working days and respond substantively within one month where required by law. If a request is complex or we need more time, we will tell you.

  1. How to complain to us

If you are unhappy with how we have handled your personal data, you can complain to us directly at [email protected].

Please include enough information for us to understand your concern, identify the relevant records, and respond properly.

We will acknowledge your complaint and respond without undue delay. If we need more time to investigate, we will tell you.

You can also complain to the Information Commissioner’s Office at ico.org.uk or to the supervisory authority in your country of residence. We would welcome the chance to resolve your concern first.

  1. Data deletion requests, including Meta related data

You can request deletion of personal data we hold about you by emailing [email protected] or [email protected].

Please include enough information for us to identify the relevant records, such as your name, email address, phone number, social media username, platform used to contact us, and approximate date of your interaction.

For Meta related data, you may also request deletion through the relevant Meta account, app, or platform process where available. If we receive a valid deletion request through Meta or directly from you, we will review and process it in line with applicable law and our retention obligations.

We aim to confirm receipt within 5 working days and complete deletion within 30 days after identity verification, unless we are required or permitted to retain certain information for legal, tax, accounting, insurance, safety, dispute, fraud prevention, contractual, or other lawful reasons.

  1. Children

Our experiences are generally intended for adults, families, schools, universities, or organised groups depending on the trip. We do not knowingly use the AI sales assistant to collect personal information from children for unrelated marketing purposes.

Where a child participates in an experience, we may collect information from a parent, guardian, school, university, or authorised organiser where necessary to manage the trip, safety, consent, or legal requirements.

  1. Links to other websites and platforms

Our website and communications may include links to third party websites, social platforms, payment providers, booking tools, or partner services.

We are not responsible for the privacy practices of third party websites or platforms. You should review their privacy policies before providing personal information to them.

  1. Changes to this Privacy Policy

This Privacy Policy is effective from the date shown at the top of the document. We may update this Privacy Policy from time to time. The updated version will be posted on our website.

If we make material changes, we may notify you by email, website notice, or another appropriate method.

Your continued use of our website, services, or communication channels after the updated policy is posted means the updated policy applies from the date stated above.

  1. Contact us

If you have any questions about this Privacy Policy or how we handle personal information, please contact us at [email protected] or [email protected].

Life Happens Outdoors Ltd, Flat 27 Montrose Building, 4 Malthouse Road, London, England, SW11 7BX, United Kingdom.

Company registration number: 09756389.