Last updated March 2025
Our Privacy Policy applies to the personal data (information) that Alternative Airlines collects and uses. References in this Privacy Policy to “Alternative Airlines” “we”, “us” or “our” mean Alternative Airlines Limited (a company registered in England, United Kingdom). The privacy policy details the personal data we collect from you and how and why we use it.
Alternative Airlines Limited
Suite 6F
Gatwick House
Peeks Brook Lane
Horley
Surrey
RH6 9ST
For questions about this privacy notice or how we process personal data, you can contact: dataprotection@alternativeairlines.com
Alternative Airlines is responsible for processing personal data described in this notice. We act as a data controller for most of the activities described below.
This notice explains:
- what personal data we collect
- how we use it
- our lawful basis for processing
- how long we retain it
- who we share it with
- your rights under data protection law
Our Privacy Promise
Alternative Airlines collects your information (data) directly from you and we promise that we will tell you how we use your data when you book with us. We also promise to make sure we store, process and share your data securely.
How We Use Your Data
We process personal data for a number of purposes relating to the operation of our travel booking platform, customer services, marketing, financial administration and employment management.
The table below explains the purposes of processing, the types of personal data involved and the lawful basis relied upon.
For clarity, we group personal data into the following categories:
| Category | Examples |
|---|---|
| Identity Data | Name, date of birth, passport details, nationality |
| Contact Data | Email address, phone number, home address |
| Travel Data | Itinerary data (departure and arrival points, flight times) |
| Financial Data | Card payment details, bank account information |
| Technical Data | IP address, device type, operating system, browser version |
| Usage Data | Website activity, browsing behaviour, session information |
| Communications Data | Emails, chat messages, support tickets |
| Employment Data | Job title, salary, start date, performance reviews |
| Recruitment Data | CVs, employment history, application details |
| Marketing Data | Marketing preferences and campaign engagement |
Some processing described in this notice relates to employees and job applicants. Where appropriate, additional information may be provided in separate employee privacy notices.
| What we use your personal data for | Type of personal data | Lawful basis |
|---|---|---|
| To create and manage flight bookings and ticketing services |
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| To manage customer service requests, complaints and support queries |
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| To process payments and manage chargebacks or fraud investigations |
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| To send booking confirmations, travel updates and service communications |
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| To send marketing communications including email and SMS |
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| To manage promotional campaigns and competitions |
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| To analyse website performance and improve the customer experience |
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| To conduct website testing, analytics and behavioural research |
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| To create marketing audiences and advertising segments |
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| To comply with financial reporting and tax obligations |
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| To share relevant financial information with external auditors |
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| To maintain internal financial and settlement records |
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| To recruit employees and assess job applications |
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| To onboard employees and administer employment contracts |
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| To manage payroll, pensions and employee benefits |
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| To manage employee administration including absence, performance reviews and HR processes |
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| To administer employee benefits and internal programmes |
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| To manage internal IT systems and account access |
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Special category data
Some travel bookings may require information about dietary requirements, accessibility needs or health related information.
Where we process this type of information, we do so only where it is necessary to arrange the travel services requested and where you have explicitly provided the information for that purpose.
Where special category data is processed, we rely on explicit consent under Article 9(2)(a) UK GDPR.
Automated decision making and profiling
We do not carry out automated decision making that produces legal or similarly significant effects.
Some analytics and marketing tools may involve behavioural analysis to improve advertising or website performance.
Who we share personal data with
We may share personal data with service providers and partners who support our services, including:
| Category of recipient | Examples of organisations | Why we share the data |
|---|---|---|
| Travel service providers | Airlines, booking systems, ticketing platforms | To create, manage and fulfil flight bookings and related travel services |
| Payment providers | Stripe, Braintree, Klarna, PayPal and other buy now pay later providers | To process payments, manage transactions and handle refunds or payment disputes |
| Technology providers | Google services (including Google Analytics, BigQuery and Google Tag Manager), customer support platforms, messaging platforms, marketing platforms | To operate our website, provide customer support systems, deliver communications and analyse service performance |
| Professional advisers | External auditors, financial advisers, payroll providers | To meet financial reporting, auditing and payroll administration requirements |
International transfers
- Some of our service providers are located outside the United Kingdom. Where personal data is transferred internationally, we ensure appropriate safeguards are in place in accordance with data protection law. These safeguards may include adequacy regulations or the use of approved Standard Contractual Clauses.
- Further information about these safeguards can be obtained by conta
Data Retention
We retain personal data only as long as necessary for the purposes described.
Typical retention periods include:
| Category of data | Typical retention period | Reason for retention |
|---|---|---|
| Booking and customer service data | 2 to 4 years | To manage bookings, resolve disputes, provide customer support and maintain service records |
| Financial and audit records | Up to 10 years | To comply with financial, accounting and tax obligations and support external audits |
| Marketing data | Up to 2 years | To manage marketing communications and maintain accurate marketing preferences |
| Employee and payroll data | Up to 6 years | To comply with employment law, payroll obligations and potential employment related claims |
Retention periods may be extended where required by law or ongoing disputes.
Cookies
Alternative Airlines also uses tracking tools like cookies.
Cookies are small text files stored on your device that allow websites to recognise your browser and remember certain information about your visit. On some of our website pages, we may set a "cookie" so that information can be saved and retrieved by the web page. You can read and/or delete cookies at any time and even set your browser to notify you when you receive a cookie, giving you the chance to decide whether to accept it or not. For example, multiple flight booking enquiries do not have to fill-in the same details each time.
This website uses Google Analytics, a visitor reporting service provided by Google. Google Analytics use first party cookies to show click-paths of visitors and discover which pages and marketing campaigns are successful. Your IP address is used to gather broad demographic information.
We offer personalized shopping experiences and advertising through www.alternativeairlines.com, which uses online identifiers to identify visitors. To opt out, click Renew or change your cookie consent.
The law states that we can store cookies on your device if they are strictly necessary for the operation of this site. For all other types of cookies we need your permission.
This site uses different types of cookies. Some cookies are placed by third party services that appear on our pages.
You can at any time change or withdraw your consent from the Cookie Declaration on our website.
Non-essential cookies used for analytics, advertising and personalisation are placed on your device only with your consent in accordance with the Privacy and Electronic Communications Regulations (PECR).
You can withdraw or change your consent at any time through the cookie settings on our website.
Please state your consent ID and date when you contact us regarding your consent.
Your consent applies to the following domains: www.alternativeairlines.com
Your rights
You have the following rights in relation to your personal data. These rights are not absolute, but we will always assess and respond to requests in line with applicable data protection law.
Right of access
You have the right to ask for a copy of the personal data we hold about you, and to understand how we use it.
Right to rectification
You can ask us to correct personal data that is inaccurate or incomplete.
Right to erasure
You can ask us to delete your personal data where there is no lawful reason for us to continue using it, for example where the data is no longer needed or processing is based on consent that has been withdrawn.
Right to restrict processing
You can ask us to limit how we use your data in certain circumstances, such as where you are challenging its accuracy or objecting to our use of it.
Right to object
You can object to our use of your personal data where we rely on legitimate interests, including for direct marketing. We will stop unless we have compelling lawful grounds to continue.
Right to data portability
Where processing is based on consent or contract and carried out by automated means, you can ask to receive the personal data you provided to us in a structured, commonly used, machine-readable format, or ask us to send it to another organisation where technically possible.
Right to withdraw consent
Where we rely on your consent, you can withdraw it at any time. This will not affect processing already carried out before consent was withdrawn.
Right to complain
If you have concerns about how we use your personal data, you have the right to complain to the Information Commissioner’s Office (ICO). We would, however, welcome the opportunity to address your concerns first.
How to exercise your rights
To exercise any of these rights, please contact us at: dataprotection@alternativeairlines.com or submit a request through the request form available here.
We may need to verify your identity before responding to a request to ensure personal data is not disclosed to the wrong person.
We will respond within one month of receipt of your request, although this may be extended by up to two further months for complex requests or multiple requests, as permitted by law.
Opt Out - Marketing Communications
Please note that Alternative Airlines does not share your personal information or contact details with other companies for marketing purposes without your consent.
You can choose not to receive marketing communications by not checking the relevant box during the booking process. If you have previously opted in but would like to stop receiving marketing emails from us, you can opt out at any time by clicking the “unsubscribe” link at the bottom of any marketing email you receive from Alternative Airlines. You can also email dataprotection@alternativeairlines.com with the subject line “Unsubscribe from Marketing emails” to opt out of email marketing communications.
To opt out of SMS marketing communications, you can:
- Reply STOP to any marketing SMS you receive from us
Opt Out - Communication Relating to Your Booking
SMS messages are also used to provide relevant information relating to your booking, such as important updates, service notifications, or to respond to messages you have initiated. As such, these types of SMS communications are limited to operational and customer service purposes only. If you no longer wish to receive these messages please reply with STOP.
Please note this may mean you miss communication about important changes to your booking. If you request to stop but want to reinitiate them, please reply with START and this will be actioned immediately.
Updates to Our Privacy Policy
We may update this privacy notice from time to time to reflect changes in law or our processing activities.
The most recent version will always be published on our website.
Contact us
If you have questions about how your data is used or wish to exercise your rights, you can contact us at dataprotection@alternativeairlinesthe
You also have the right to complain to the Information Commissioner’s Office (ICO).