Privacy Policy
This privacy policy is provided by Louise Scotcher, operating Dee Valley Tours. You can contact me at louise@deevalleytours.wales or on 07583 586396.
As part of running my business, I sometimes need to collect, maintain and use personal data about you. That will normally be if you are a current, past or prospective customer booking a tour; a group organiser arranging a coach party, corporate trip or school visit; a teacher or parent involved in a school trip; a supplier; or an individual that’s contacted me and needs a response.
Just so you know, the lawful basis I have to process your data falls into three categories: Firstly, if you have a contract with me – for example if you have booked a tour or are an existing supplier. Secondly, if you’ve provided consent – for example, if you’ve consented to receive marketing emails. Thirdly, if I have a legitimate reason – for example, you have asked me for a quote and I have entered you into my records to manage the enquiry.
Personal Information
Any personal information you give me, either on this website (for example, via the booking enquiry form), via email or direct mail, phone contact or direct contact in person will never be sold, rented or made public without your consent.
I take your privacy seriously. I'll only use your information to administer your booking or provide the tours, services and/or information you’ve asked for. Sometimes, to do that I might need to pass the information on to a third party (for example a venue or attraction that requires a passenger list in advance). When I do, I’ll use safe, reliable, GDPR-compliant services that won’t pass your personal details anywhere else.
Information I collect
1. Site visits tracking
I collect visitor behaviour on my website. This tells me which pages are visited, the sorts of searches that are used to find me, what people do on the site when they are there. It doesn’t tell me anything personal about the people visiting the site, just what they do.
I use cookies to track that data. Cookies are text files placed on your computer to collect standard internet log information and visitor behaviour information.
If you want to know more about cookies visit www.aboutcookies.org or www.allaboutcookies.org.
You can set your browser not to accept cookies. The websites above will tell you how. But, do bear in mind some of my website features may not function as a result.
I use the data to make changes to my website based on what I see visitors are doing.
2. Contact by form, email link and telephone
If you email me, either using a booking enquiry form on this website or by sending a direct email, I’ll get that information in an email. That data isn’t stored on my website.
If you phone me and I need to store your details for any of the lawful bases explained, I’ll store it safely on my computer or in my cloud system, which is regularly maintained and safely kept.
I may keep a record of contacts (such as emails that have been sent and received), but again I won’t use the details for anything other than the relevant legal reasons stated.
3. Bookings and tours
When you book a tour, I’ll need details such as your name, contact details, group size, tour date and any specific requirements (for example, accessibility needs or dietary requirements for a refreshment stop). This information is used to deliver the tour and manage the booking, and may be shared with venues, attractions or other suppliers where they require it for entry or catering arrangements.
4. School trips and group bookings involving children
For school trips and group bookings involving people under 18, I may receive lists of participants and supporting information from the booking school, organisation or group leader (for example, names, year groups, accessibility needs, allergies or relevant medical information). This information is provided to me by the school or organiser, who remains the data controller for that information. I only use it for the safe running of the trip, store it securely for the duration of the booking, and securely delete it once it is no longer needed.
5. Marketing
On occasion, I send marketing and information emails. I only send these emails if you fall into one of the two following categories:
- You’re an existing customer or supplier who I do current business with.
- You’ve asked to get emails via a newsletter signup form / documented social media request.
If you’ve asked to get my marketing, you may opt out any time. There’ll be an unsubscribe link in each newsletter or you can contact me directly.
What I do with that information
Where appropriate, I’ll use the information I keep about you to:
- Provide my tours and services.
- Send you information on my tours and services, which I think will interest you.
- Carry out my obligations arising from any contracts entered into between you and me.
- Notify you about changes to my tours, services or products.
- Liaise with venues, suppliers and sub-contractors for the performance of any contract I enter into with you.
How long I keep your information
I only keep your personal data for as long as I need it for the purpose it was collected, or for as long as I have to under a legal or accounting obligation. In practice, that means customer and booking records are typically held for up to 7 years after our last contact to meet HMRC and accounting requirements. Marketing contact details are kept until you unsubscribe. Enquiry data from people who don’t go on to book is kept for up to 12 months. Participant lists provided for a specific school or group trip are deleted within 3 months of the trip taking place, unless I need to retain them longer for accounting or safeguarding reasons.
Access to your information and correction
You have a number of rights including the right to request a copy of the information that is held about you. If you’d like to know what information is held, please contact me and I'll reply to you by email. Legally that’s within one calendar month, but I’ll aim to reply as soon as I can. I want to make sure that your personal information is accurate and up to date. So once you have any information, you can ask me to correct or remove anything you think is wrong. For a full list of your rights, have a look at the ICO website.
I'll normally be happy to help at no charge, however where requests are manifestly unfounded, excessive, or repetitive after an initial, responded to, request, I’ll potentially charge an admin fee to cover the time taken to fulfil the request. This fee will be charged at my standard hourly rate.
Third Party Processors
I use a number of third parties to process personal data for me. These third parties have been carefully chosen and, to the best of my knowledge, all of them comply with current legislation where applicable for their country. I may need to share your information with them in order to process products or services. This may be within the UK or outside, including the United States and countries outside of Europe. Where data is transferred outside the UK, I rely on safeguards such as the UK’s adequacy regulations, the UK International Data Transfer Agreement, or the UK Addendum to the EU Standard Contractual Clauses.
GoCreations
This website is hosted on a server owned by GoCreations. The server is kept up to date and has round-the-clock monitoring. To see GoCreations’ privacy policy, click here.
Gmail
I run company emails through Gmail as part of Google Workspace. Emails sent both to and from me are stored on Google’s secure mail servers.
Google Analytics
I use Google Analytics to track user interaction, which is a commonplace feature on many websites. Although Google Analytics records data such as your geographical location, device, internet browser and operating system, none of this information personally identifies you. Google Analytics also records your computer’s IP address which could be used to personally identify you but Google do not grant me access to this. I consider Google to be a third-party data processor.
Google Analytics makes use of cookies, details of which can be found on Google’s developer guides.
To see Google’s privacy and terms click here.
Xero
I use Xero as my cloud-based accounting software. Here I securely store details of customers, suppliers and transactions with them. To see Xero’s privacy policy, click here.
Breaches
I will report any unlawful data breaches of data held by me to the ICO as required (https://ico.org.uk/for-organisations/report-a-breach/personal-data-breach/) within 72 hours of becoming aware of a breach taking place if it is apparent that personal data stored in an identifiable manner has been stolen.
Other Information
All traffic (transferral of files) between this website and your web browser is encrypted and delivered over HTTPS.
This privacy policy only applies to this website so when you link to other websites you should read their own privacy policies.
Making a complaint
If you’re unhappy with how I’ve handled your personal data, please tell me first so I have the chance to put it right. You can email me at louise@deevalleytours.wales. I’ll acknowledge your complaint within 30 days and let you know the outcome without undue delay.
If you’re still not happy with my response, or you don’t hear back from me in a reasonable time, you have the right to complain to the Information Commissioner’s Office (ICO) at ico.org.uk/make-a-complaint or on 0303 123 1113.
Contact information
As a sole trader, I don’t need to have an official Data Protection Officer. However, that role is voluntarily taken on by my husband, John, who also designed and built my website through his own company Pearson Treehouse. If you would like to speak with John, please contact his office by phone on 01604 807752.
Future changes
This privacy policy may change from time to time in line with legislation or industry developments. For minor changes, I’ll update this page. For material changes that meaningfully affect how I use your data, I’ll let active customers know by email. I recommend that you check this page occasionally for any policy changes.
This privacy policy was last updated on Friday 5 June 2026.