2.1 We may collect and use various types of personal information about you. Details of this information, together with an overview of the way that we use it and our lawful bases for the processing in each case are set out below:

Enquiries and bookings

1. a)We will collect personal information from you when you make an enquiry or request a brochure from us. This includes your name and contact information, details about the destinations and countries that you are most interested in, the brochures that you request and any additional details of your travel plans which you voluntarily give to us. We may also collect details about the best time to contact you and any in-person appointments that you request as well as what prompted you to contact us and any other requests or comments that you may make.

We will use this information so that we can provide you with information that you have requested or contact you if you have indicated you want to hear from us. For example, to enable you to find the right destination, we will call you once the brochure has been sent out to you. We also collect personal information from you when you make a booking through a travel agent or Responsible Travel, if that is how you come to us.

• We have a legitimate interest to use your information in this way to make sure that we are able to help you find the right destination and start to plan the best safari holiday for you. Where we rely on our legitimate interests, we’ll always ensure that your rights are protected.

1. b)If you book safari trips with us, we will ask you to provide certain details about your travel arrangements. This is likely to include details of your passports, emergency contacts, travel insurance arrangements, preferences and special requirements, visa requirements and flights. This will also include details of any other friends or family who are accompanying you as part of your booking.

We will use this information to help us organize your trip, make bookings on your behalf and ensure that you (and any other friends or family accompanying you) receive the products and services set out in your itinerary.

• We collect this information so we can fulfil our contract with you and provide you with the quality of service we strive to provide.

Where you are a regular customer we may retain some of this personal information so that we can use it when you next book with us as we have a legitimate interest to improve our customer journey and ensure we look after our regular customers.

1. c)If you have made an enquiry with us, or booked a trip with us, we will send you our pdf travel packages through mail.

• We send you this on the basis of our legitimate interests, but you always have a right to object to direct marketing (see further below) and if you do not want to receive our travel packages please let us know using the contact details in section 10.

Websites, apps, marketing and advertising

1. d)We will collect certain technical information about you when you visit our website. This is likely to include: the internet domain you use, your IP address or other device identifier, your browser type and version (e.g. Chrome or Internet Explorer), the operating system and platform that you are using (e.g. Windows or Mac), the screen resolution of your device, the dates and times when you access our website, the full URLs of the pages you visit and the websites or links that you use to access our website, login information, details of products or services that are viewed and the length of visits to certain pages of the website.

We use cookies to collect this information; for more information about what cookies are and how we use them, please refer to our cookie policy.

We use this information for site management and security purposes (such as troubleshooting and testing) as well as to help us improve our website. We do not try to identify individual users or their usage habits from this data. Raw data logs are retained temporarily as required for security and site management purposes only.

• We collect this information so we can fulfill our legitimate interests as a business to ensure that our website is fit for purpose and promotes our services appropriately for our customers, including by displaying information that our customers are interested in. We also rely on our legitimate interest in measuring customer satisfaction and troubleshooting any website issues. Where required by law, we may also seek and rely on your consent.

1. e)We will collect and use information about you when you use our apps. This may include identity data, contact data, transaction data, device data, usage data, location data (if you wish to use this particular feature, you will be asked to consent to your data being used for this purpose and you can withdraw your consent at any time by disabling location data in your settings). It will also include text in your journal on the app and photographs which you add to the app.

• We have a legitimate interest to collect and use this information either directly, or through our app solution provider, to fulfill our contract with you or in order to enhance your K Safaris experience. Where we rely on our legitimate interests, we’ll always ensure that your rights are protected.

1. f)We may collect and use information from various sources in connection with the marketing and advertising of our services. This may include your contact details (and your marketing preferences) to contact you with certain marketing messages (e.g. marketing e-mails). We may also use data we collect from you (either directly or via our website or advertising) to help us to measure the effectiveness of our advertising and to establish what interests you and what doesn’t.

• We rely on your consent to contact you directly about our offering. In other scenarios in carrying out efficient and appropriate marketing and advertising for our services, we will rely on our legitimate interests, whilst always ensuring that your rights are protected. You can withdraw your consent or opt out of our direct marketing at any time through our marketing preference center or through the ‘unsubscribe’ option in any marketing email.

1. g)We may collect your contact details when you enter into competitions or promotions, or complete surveys.

• We will rely on your consent or on our legitimate interests (depending on whether we are marketing or carrying out market research), whilst always ensuring that your rights are protected.

1. h)We may collect details about you, such as your user name, when you engage with us on social media (by mentioning or tagging us in a post or contacting us directly) this is so that we can respond to any comments and queries you have.

• We rely on our legitimate interests to do this as we want to ensure our customers have the best possible experience, whilst always ensuring your rights are protected.

Administrative or other business purposes

1. k)We may collect and use certain other personal information when we correspond with you (whether by telephone, e-mail or otherwise). For example, we may record both in-bound and out-bound telephone calls or collect information when you use our Live Chat feature to speak with our Specialists to ensure quality of service and for training purposes.

• We collect this information so we can fulfill our legitimate interests as a business to ensure that our Specialists are trained to the highest level so that our customers receive the very best travel advice.

1. l)We may collect certain other information that you give us, for example, when you contact us for a particular reason other than those set out above such as to report problems with our website.

• It is in our legitimate interests as a business to use your data in this way, for example, we have a clear interest in ensuring that our website works properly and in ensuring that we operate our business efficiently. We will always ensure that your rights are protected.

2.2 As well as collecting personal information directly from you, we also collect some from third parties such as Google Analytics and our app solution provider (mTrip).

2.3 We may also collect and use certain especially sensitive personal information about you, namely specific details of any relevant health conditions, disabilities, access requirements and special dietary requirements that you may have. We collect this information directly from you to try to ensure that your trip is appropriate for your needs and to try and keep you safe during any trip that you plan through us. We may need to ask for your explicit consent in order to process this information.

2.4 To the extent you provide us with information about third parties (such as other travellers or guests on your trips) we ask you to confirm that you have obtained consent from the relevant third parties to do this. Please also tell them about this privacy policy and give them our contact details if they have any queries. Please make sure you let us know if any of these third parties would like to speak to us directly, either about the trip or about our use of their data.