Privacy Policy

Last updated: 11 August 2026

33 South respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains how we collect, use, store and share personal information when you visit our website, contact us, make an enquiry or use our travel planning and booking services.

1. Who we are

33 South is a trading name of Amelia Smith, a sole trader registered in the United Kingdom.

For the purposes of UK data protection law, Amelia Smith trading as 33 South is the data controller responsible for your personal information.

Email: hello@33south.co.uk

Website: 33south.co.uk

33 South is registered with the Information Commissioner’s Office (ICO) as a data controller.

2. Information we collect

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

When you make an enquiry through our website or contact us directly, we may collect information such as your:

  • name;

  • email address;

  • telephone number;

  • destination or travel interests;

  • preferred travel dates;

  • trip type;

  • approximate budget; and

  • any other information you choose to provide.

If you proceed with a trip or booking, we may also need to collect information about you and other travellers included in your booking, including:

  • date of birth;

  • nationality;

  • residential address;

  • passport or other identification details;

  • travel preferences and requirements;

  • hotel, airline or other loyalty programme information;

  • emergency contact details;

  • dietary or accessibility requirements;

  • payment information; and

  • correspondence relating to your enquiry, itinerary or booking.

If you provide information about another traveller, you should ensure that they are aware that their information may be provided to us and used in accordance with this Privacy Policy.

We may also receive personal information from someone making an enquiry or booking on your behalf, such as a family member, partner, executive assistant or other representative.

3. Sensitive personal information

Some information you choose to provide may constitute special category data under data protection law.

For example, information about allergies, dietary requirements, accessibility requirements or medical needs may reveal information about your health or religious beliefs.

We will only collect and use this information where it is relevant to your travel arrangements and where we have an appropriate lawful basis and, where required, an additional condition for processing it.

Please only provide sensitive information that is genuinely necessary for your travel arrangements.

4. How we use your information

We may use your personal information to:

  • respond to enquiries;

  • understand your travel requirements and preferences;

  • research and recommend travel arrangements;

  • prepare quotations, proposals and itineraries;

  • make, manage and amend reservations;

  • communicate with hotels and other travel suppliers on your behalf;

  • process or facilitate payments;

  • provide support before, during and after your trip;

  • maintain your traveller profile for future travel arrangements;

  • maintain appropriate records of bookings and transactions;

  • manage our relationship with you;

  • improve our services and client experience;

  • comply with legal, regulatory, accounting and tax obligations;

  • prevent fraud and protect our business; and

  • send relevant news, travel inspiration or marketing communications where permitted.

Depending on the circumstances, we process personal information because it is necessary to perform a contract with you or take steps at your request before entering into a contract; because we have a legitimate business interest in doing so; because we are required to comply with a legal obligation; or because you have given us consent.

Where we rely on legitimate interests, we consider those interests against your rights and interests.

5. Traveller profiles and passport information

Where you become a client, we may maintain a traveller profile containing information relevant to arranging your travel.

This may include your contact details, travel preferences, loyalty programme information, previous bookings and, where appropriate, passport or other identification information.

This allows us to manage your current travel arrangements and, where appropriate, arrange future travel without requiring you to provide the same information each time.

We will retain this information only for as long as it remains reasonably necessary for these purposes and will periodically review the information we hold.

Where an actual copy of a passport or other identification document is no longer necessary, we may delete the copy while retaining the information reasonably required to maintain your traveller profile.

You may ask us at any time to update or delete information held within your traveller profile, subject to any information that we are required or entitled to retain for legal, regulatory, accounting or legitimate business purposes.

6. Payment and card information

Depending on the booking, payment may be made directly to the relevant travel supplier or through an authorised payment or booking provider.

Where payment card information is required to arrange, pay for or guarantee travel, we may collect card details through a secure payment or card-authorisation system. In some circumstances, you may also provide your card details to us verbally, including by telephone, where this is necessary for us to enter the details directly into a travel supplier’s authorised booking or payment system on your behalf.

Where card details are provided verbally for this purpose, we will use them only as necessary to process or secure the relevant booking and will not intentionally record or retain the full card details within our ordinary business files, emails, notes or cloud storage.

Where you would like us to retain a payment card for use in connection with future authorised bookings, we will use an appropriate PCI-compliant card-storage or tokenisation system rather than storing the full card details within our ordinary business records.

We do not retain card security codes (CVV/CVC) following authorisation of a transaction.

Where available, we may instead provide you with a secure payment or card-authorisation link, allowing you to provide your payment information directly through the relevant secure system.

Please do not send full payment-card details to us by ordinary email, text message or other unsecured written communication.

Third-party payment providers and travel suppliers process payment information in accordance with their own privacy and security practices.

7. Who we share your information with

To research, arrange and manage your travel, we may need to share relevant personal information with third parties, including:

  • hotels, villas and other accommodation providers;

  • airlines and other transport providers;

  • tour operators;

  • destination management companies;

  • guides and experience providers;

  • transfer and car-hire companies;

  • cruise operators;

  • travel booking platforms and reservation systems;

  • host agencies, consolidators and other travel-industry partners;

  • payment processors and financial institutions;

  • technology, cloud-storage and communications providers;

  • professional advisers, insurers and accountants; and

  • government, immigration, border, regulatory or law-enforcement authorities where required.

We will only share information that is reasonably necessary for the relevant purpose.

Some travel suppliers are independent organisations and may process your personal information under their own privacy policies.

8. International transfers

Travel is inherently international, and arranging your trip may require us to send personal information to hotels, airlines or other travel suppliers outside the United Kingdom.

Where personal information is transferred internationally, we will take appropriate steps to comply with applicable UK data protection requirements.

Depending on the circumstances, this may include transferring information to a country covered by UK adequacy regulations, using appropriate contractual or other safeguards, or relying on an applicable exception under UK data protection law where a transfer is necessary to arrange or perform travel services requested by you.

The data protection laws of the country receiving your information may differ from those in the United Kingdom.

9. How we protect your information

We take reasonable and appropriate technical and organisational measures to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.

Business and client information may be stored using reputable cloud and technology providers and on appropriately secured devices. Access to sensitive client information is restricted to those who reasonably require it for legitimate business purposes.

Payment-card information is handled separately in accordance with the practices described in section 6.

While no method of electronic storage or transmission is completely secure, we take reasonable steps appropriate to the nature of the information we hold.

10. How long we keep your information

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including providing services to you and meeting legal, accounting, tax, regulatory and reporting requirements.

Where you are an active or returning client, we may retain your traveller profile so that we can provide an ongoing travel service without repeatedly requesting the same information.

We periodically review information held about clients who are no longer active and delete or anonymise information where there is no longer a legitimate reason to retain it.

Certain booking, financial and transaction records may need to be retained for longer periods where required by law.

11. Marketing communications

Where permitted by law, we may occasionally contact you with information about 33 South, travel inspiration, hotel recommendations, relevant offers or services that we think may be of interest to you.

We may do this where you have specifically consented to receiving marketing or, where applicable, where we are permitted to contact existing clients about our own similar services.

You can opt out of marketing communications at any time by using the unsubscribe method provided in the communication or by contacting hello@33south.co.uk.

Opting out of marketing will not prevent us from contacting you where necessary regarding an enquiry, booking or other service you have requested.

12. Our website and cookies

Our website is hosted using Squarespace.

When you visit our website, certain technical information may be collected automatically, such as your IP address, browser or device information and information about how the website is accessed.

Squarespace and other services used on our website may use cookies or similar technologies to enable the website to function and, depending on the services enabled, to understand website usage.

Where required by law, non-essential cookies will only be used with your consent and you will be given the opportunity to manage your preferences through our website’s cookie settings.

Further information about the cookies used on our website can be found in our Cookie Policy or cookie settings.

13. Third-party websites

Our website or communications may contain links to websites operated by hotels, travel suppliers or other third parties.

33 South is not responsible for the privacy practices of third-party websites. We recommend reviewing the relevant organisation’s privacy information before providing personal information directly to it.

14. Your data protection rights

Depending on the circumstances, UK data protection law gives you rights in relation to your personal information, including the right to:

  • request access to information we hold about you;

  • ask us to correct inaccurate or incomplete information;

  • ask us to delete your information in certain circumstances;

  • ask us to restrict how we use your information;

  • object to certain uses of your information;

  • request the transfer of certain information to you or another organisation;

  • withdraw consent where we rely on consent to process your information; and

  • object to direct marketing at any time.

These rights are not absolute and may depend on the circumstances.

To exercise any of these rights or ask a question about how we use your personal information, contact hello@33south.co.uk.

You also have the right to raise a concern with the Information Commissioner’s Office (ICO) if you are unhappy with how your personal information has been handled.

15. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our services, business practices, technology or legal requirements.

The latest version will always be published on our website, with the date of the most recent update shown at the top.