AXP Privacy Policy

Users of the Alliants Experience Platform

1. Introduction

Alliants Ltd (“We”, “we”, “us”) supports hotels, properties, and other businesses (individually a “Property” and jointly “Properties”) deliver exceptional customer experiences by helping Staff Members communicate with their Guests and with each other.

We have entered or will enter into a Platform Service Agreement or other service agreement (each a “Service Agreement”) with the Property or with the organization controlling the Property (the “Customer”), which is either your employer (in case you are a staff member of such Customer or Property (“Staff Member”)) or the organization providing the hotel services to you (in case you are a guest of such Property (a “Guest”)).

As a result of our performance of the Service Agreement, we may or will process certain personal data as referred to in the Data Protection Act 2018 (the “DPA”) and/or the EU Regulation 2016/679 (the General Data Protection Regulation, or “GDPR”) (DPA, GDPR and other applicable laws and regulations on protection of Personal Data: “Data Protection Legislation”), which fall within the description of Article 2.1 and Article 3 of the GDPR (such personal data: “Personal Data”).

We understand that your privacy is important to you. We are committed to respecting your privacy and protecting the Personal Data that you provide to us or that has been provided to us by the relevant Customer or Property.

This Privacy Policy (the “Policy”) covers the policies and practices for how we handle the Personal Data of visitors to the website at https://alliants.app/ (“Website”), Guests and Staff Members (collectively “you” or “your”) who use our web platform, mobile platform, or applications or products that link to this Policy (together, the “Services”).

Your Personal Data is controlled by the applicable Customer or its relevant Property, and we are processors of such data. Hence, the Customer shall deem to be the ‘controller’ and we shall deem to be the ‘processor’, each as defined under the GDPR. Therefore, please consult the privacy policy of the Customer or the Property applicable to your situation, for the complete details of how your Personal Data is to be used to service your needs as part of your interaction with the applicable Property or Guests. An exemption to the above, is the processing of Personal Data from Staff Members for some of the purposes described in section III B hereafter, in which case we are the controller of such Personal Data from Staff Members.

2. Collection of information

A - Information you provide directly to us

When you use the Services or engage in certain activities, such as registering, requesting services, or contacting us directly, we may ask you to provide some or all of the following types of information:

  • Contact information, such as full name, address, email address and (cell) phone number;
  • Reservation information, such as confirmation number, room number, arrival date and departure date;
  • Demographic information, such as your gender, date of birth and details about your personal preferences;
  • Payment information, such as credit card number, expiration date, and credit card security code where needed to complete a transaction;
  • Requests and other correspondence you send to us;
  • Username and password you choose for using the Services.

You may choose not to provide information to us directly, however part of this information is required to participate in some Services, such as registering or requesting services from Properties through the Alliants Experience Platform. Please do not enter private or sensitive information into the Alliants Experience Platform which is not required to deliver the services to you.

B - Information we collect automatically

We may collect certain information automatically through your use of our Services, such as:

  • Location information as provided by your device or browser, such as your device's GPS signal or information about nearby WiFi access points;
  • Your Internet Protocol (IP) address, cookie identifiers, mobile advertising identifiers, and other device identifiers that are automatically assigned to your computer or device when you access the Internet;
  • Information about your device such as browser type, operating system, and Internet service provider; and
  • Information about your visit to our Website such as pages that you visit before and after using the Services, the date and time of your visit, the amount of time you spend on each page, information about the links you click and pages you view within the Services, and other actions taken through use of the Services.

C - Information we obtain from other sources

Properties send us guest information regarding communications, requests, maintenance, and other service delivery. We may also obtain information about you from other third-party services and organizations to enhance your experience. Additionally, Properties may use additional technologies such as in-room entertainment to send to us service requests, which may contain Personal Data.

Cookies, pixel tags and similar technologies.

Cookies are small text files placed in visitors’ computer browsers to store their preferences. Most browsers allow you to block and delete cookies. However, if you do that, such website may not work properly. A pixel tag is code embedded on the Website that collects information about users’ engagement on that web page.

We may use cookies, pixel tags and other technologies to automatically collect information through use of the Services. We use technologies that are based on small data files placed on your computer, tablet, mobile phone, or other devices (referred to collectively as a "device") that allow us to record certain pieces of information whenever you visit or interact with our sites, Services, applications, messaging, and tools, and to recognize you across devices. The use of a pixel allows us e.g., to record that a user has visited a particular web page.

You may be able to refuse or disable cookies by adjusting your web browser settings. Because each web browser is different, please consult the instructions provided by your web browser (typically in the “help” section). Please note that you may need to take additional steps to refuse or disable local storage and other technologies. If you choose to refuse, disable, or delete these technologies, some of the functionality of the Services may no longer be available to you.

You have the right to opt out of certain uses and disclosures of your Personal Data. Please note, if we collected Personal Data about you from a Customer’s Properties or on behalf of such Customer or Properties, please direct your query to the Customer or Property directly. We will support the Customer and/or Property as requested within a reasonable timeframe.

Please note that cookie-based opt-outs are not effective on mobile applications. However, on many mobile devices, application users may opt out of certain mobile ads via their device settings.

Social Media Widgets

Our Website includes social media features such as the Facebook “Like” button and LinkedIn (that might include widgets such as the share this button or other interactive mini-programs). These features may collect your IP address, which page(s) you are visiting on our Website, and may set a cookie to enable the specific feature to function properly. These social media features are either hosted by a third party or hosted directly on our Website. Your interactions with these features are governed by the privacy policy of the company providing it.


We may also use Google Analytics and Google Analytics Demographics to collect information regarding visitor behavior and visitor demographics on some of our Services, and to develop website content. For more information about Google Analytics, please visit www.google.com/policies/privacy/partners/. You can opt out of Google’s collection and processing of data generated by your use of the Services by going to http://tools.google.com/dlpage/gaoptout.

3. Purposes and use of information

The use of the Personal Data we receive, collect or otherwise obtain, depends on the nature of your relationship with us:

A - We may collect Personal Data from Guests of Properties using our Services:

  • To provide customized content and make recommendations that would improve your experience with the Services or Property. This includes, for example, preselecting the Property you are visiting when you open the Website or app based on the information you have provided;
  • To send you content and communications that you have requested or which are necessary for fulfilling our contractual obligations with the Property;
  • In order to process payments for products and services;
  • For any other activities that are necessary to support our contractual obligations to the Customer or Property.

B - We may collect Personal Data from Staff Members of a Property using our Services to:

  • Enable you to communicate with Guests of your Property;
  • Provide you with materials about offers, products, and services offered by us, including new content or services;
  • Send you content and communications that you have requested or which are necessary for fulfilling our contractual obligations to you directly or via the Property;
  • For any other activities that are necessary to support our contractual obligations to you directly or via the Property.

C - We may collect Personal Data from all users of our Websites and Services to:

  • Analyze the use of the Services and Guest data to understand and improve the Services and user experience and develop new Services;
  • Send you content and communications that you have requested or which are necessary for fulfilling our contractual obligations to you directly or via the Property;
  • Conduct surveys, research and evaluations.

D – We may use Personal data for purposes related to legal obligations:

  • For audit and reporting purposes, including internal and external investigations;
  • To perform accounting and administrative tasks;
  • To respond to requests for information by competent public bodies and judicial authorities;
  • To enforce or manage legal claims.

E – We may use your Personal Data to create anonymized information

and aggregated information, such as de-identified demographic information, de-identified location information, information about the computer or device from which you access the services, or other analyses, for a number of purposes, including the measurement of Website visitors’ interest in and use of various portions or features of the Website. Anonymized or aggregated information is not Personal Data, and we may use such information in a number of ways, including research, internal analysis, analytics and any other legally permissible purposes.

4. Disclosure of information

We are committed to maintaining your trust on our use of your Personal Data. Hereafter we inform you about when and with whom we may share Personal Data which we receive, collect or otherwise obtain.

A - Properties

We share Personal Data with Properties you visit. We do not control the privacy practices of these Properties, and their information practices are not covered by this Policy. We recommend that you visit the privacy policies of each Property that you visit.

B - Authorized Third-Party Vendors and Service Providers

We may share Personal Data with third-party vendors and service providers (including sub-processors) that provide business services to us or on our behalf, such as IT services, hosting services, payment processing services. Payment information will be used and shared only to effectuate your order and may be stored by a service provider for purposes of future orders. We prohibit our service providers from using or sharing your Personal Data except as necessary to perform the contracted services on our behalf or to comply with applicable legal requirements.

C - Legal Purposes

We may disclose Personal Data to respond to subpoenas, court orders, legal process, law enforcement requests, legal claims or government inquiries, and to prevent fraud and to protect and defend the rights, interests, safety, and security of us, our users, or the public.

D - Anonymous and Aggregated Information

We may share anonymous or aggregated information within Alliants and with third parties for our or their purposes in an anonymized or aggregated form that is designed to prevent anyone from identifying you.

5. Retention of information

We retain the Personal Data we collect or receive as described in this Policy for as long as you use our Services or as necessary to fulfil the purpose(s) for which it was collected, provide the Services, resolve disputes, establish legal defenses, conduct audits, pursue legitimate business purposes, enforce our agreements, and comply with applicable laws.

6. Your rights

You have the right to access the personal information we hold about you and to ask that your Personal Data be corrected or updated, and in certain circumstances, to be erased. In addition, in certain situations, you have the rights to restriction of, respectively to object to, processing of your Personal Data and you have the right to portability of the Personal Data we hold on you. You also have the right to not be exclusively subject to automated decision making based on your Personal Data (or profiles related thereto). If processing of your Personal Data by us is based on your explicit consent, you have the right to withdraw your consent at any time (without affecting the lawfulness of processing based on consent before the withdrawal). You have the right to claim damages in relation to any breach by us of the provisions of any applicable privacy law prevailing at the time.

If you would like to exercise one or more of these rights, please contact either the controller of your Personal Data (which is the applicable Customer or its relevant Property), or contact us at the address set forth hereafter.

Finally, you have the right to lodge a complaint with the supervisory authority in the country of your residence, which in the United Kingdom would be the Information Commissioner’s Office (ICO).

5. Children's privacy

Our Services are not directed to children under the age of 16 and we do not knowingly collect Personal Data from such children without parental consent, unless permitted by law. If you are under the age of 16, you must have your parent’s permission to access the Services. If you learn that your child has provided us with Personal Data without your consent, you may contact us as described hereafter. If we become aware of the fact that a child under the age of 16 provided us with its Personal Data, we will delete this in accordance with applicable law.

8. California Consumer Privacy Act (“CCPA”)

The CCPA provides California residents certain rights related to their Personal Data. You have the right to:

  • know what Personal Data we collect about you;
  • request a copy of the Personal Data we have about you;
  • require that we delete your Personal Data;
  • know whether we sell your Personal Data and whether we disclose your data to anyone;
  • object to the sale of your Personal Data; and
  • not be discriminated against because you exercised your rights under the CCPA.

We do not sell or disclose your Personal Data for monetary gain or any valuable consideration. We do not use the personal information collected by the Customer or Property about you for our own purposes. We provide operations software to our Customers and their Properties and such Customers and Properties enter and use your Personal Data to provide services to you and other Guests or staff members.

When a Customer or Property uses the Alliants Experience Platform software, or you engage in certain activities (such as requesting services from a hotel, or contacting a hotel directly), the Customer or Property may ask you to provide some or all of the following types of information:

  • Contact information, such as full name, email address, telephone or mobile number, and address;
  • Reservation information such confirmation number, room, arrival date, and departure date
  • Demographic information, such as your gender, ZIP code, year of birth, and details about your personal preferences;
  • Payment information, such as credit card number, expiration date, and credit card security code, where needed to complete a transaction; and
  • Requests and other correspondence you send to the hotel or other applicable Property.

9. Security

Taking into account the state of the art, the costs of implementation and the nature, scope, context and purposes of processing as well as the risk of varying likelihood and severity for the rights and freedoms of natural persons, we have implemented appropriate technical and organisational measures to ensure a level of security appropriate to the risk.

We use best endeavours to arrange that the security measures implemented are appropriate to protect your Personal Data stored, transmitted or otherwise processed, against accidental or unlawful destruction or accidental loss, alteration, unauthorised disclosure or access, and that these measures ensure a level of security appropriate to the risks presented by the processing and the nature of the Personal Data to be protected having regard to the state of the art and the cost of their implementation.

10. Effective date and changes to this policy

This Policy is effective as of November 18, 2020 and will continue to be in force until terminated by us. We may update this Policy from time to time. If we update this Policy, we will revise the effective date above and post the revised Policy the same day. In case of any material changes to this Policy, we will provide a notification as may be required by applicable law. It is recommended that you review this Policy each time you use the Services to stay informed of our privacy practices. Your continued use of our Services shall constitute your agreement to be bound by any changes posted.

11. Who we are

We are Alliants Ltd, a private limited company established under the laws of England, located at Universal Marina, Crableck Lane, Sarisbury Green, Southampton, SO31 7ZN, United Kingdom. We are registered with the Companies House under number 6868886 and we are registered with the ICO under number Z2906616 in relation to our processing of Personal Data.

Our aim is to be transparent to you about cookies, Personal Data and privacy. We will not process your Personal Data for other purposes than as described in this Policy and in the data processing terms agreed between us and the Customer, the controller of your Personal Data. We will process your Personal Data in an adequate and relevant way and limited to what is necessary in relation to the purposes for which they are processed. We will not process Personal Data that we know or reasonably should know to be incorrect or not updated; in prevailing cases we will update your Personal Data.

If you have any questions, remarks or complaints, feel free to contact our Data Protection Officer, Mr Nick Wood, by sending an email to: support@alliants.com or by sending a letter to Mr Wood at the aforementioned address.