Privacy Policy
Privacy Policy
We are committed to respecting and protecting the privacy of our website visitors. This Privacy Notice describes how we collect, use, and disclose personal information. Please read this Privacy Notice carefully.
This document provides important information about how we use your personal data and explains your legal rights. This Privacy Notice is not intended to override the terms of any contract you have with us (for example, Wi-Fi terms and conditions or annual pass terms) or any rights you might have under applicable data protection laws. We may make changes to this Privacy Notice from time to time, for example, to keep it up to date or to comply with legal requirements or changes in the way we operate our business. We will strive to make sure you are aware of any material changes by sending an email message to the email address you most recently provided to us or by posting a notice on our website so that you are aware of the impact on data processing activities before you continue to engage with us.
We encourage you to regularly check back and review this notice so you will always know what information we collect, how we use it, and who we share it with. The entity originally responsible for collecting information about you will be the Data Controller. Other entities in our group may also be Data Controllers where they control the use or processing of such data. To exercise your data subject rights or to contact us, please refer to the relevant sections found later in this Notice.
When We Collect Your Data
We collect information directly from you when:
You visit and navigate our websites.
You complete forms on our website to book visits, complete surveys, or subscribe to a service.
You opt-in to receiving marketing communications.
You purchase tickets, passes, or make a booking by telephone.
You visit our attractions (CCTV).
You log in to the Wi-Fi at our attractions.
You make a complaint or provide feedback, or request further information.
We may receive some personal information from third parties, such as family members, legal guardians, promotional partners, payment providers, and third-party merchants.
What Personal Information We Collect
Depending on regional requirements, we may collect and use the following information about you, which we refer to as “personal information” throughout this notice:
Contact Information: This may include your name, postal address, telephone number, email address, or social media profile name, used to communicate with you about our services and your bookings.
Payment Information: We do not store your payment information. We partner with Roller Payments, which is backed by Adyen, to ensure world-class security practices are used end-to-end. Payments are only completed through our secure online channels or via our accounts teams. We will never call and ask for payment information.
Purchasing & Marketing Information: We collect data regarding your shopping and visit history as well as your marketing preferences and interests. This includes engagement details, your marketing preferences, website data, and device data including IP addresses, browser type, session frequency, and cookies. You have the right to stop receiving direct marketing at any time by following the opt-out links in electronic communications. We also use your data for customising or personalising advertisements, offers, and content.
Profiling and Automated Processing: We use automated processing to tailor marketing materials to your preferences. We may also use software and tools with Artificial Intelligence (AI) for business efficiency and analytical purposes, such as analysing emails, providing support via chatbots, and improving guest experience.
System and Application Information: We collect personal data when you visit our websites or use our applications, including IP addresses, browser data, location, traffic data, social media behaviour, and user patterns. We also collect recordings of calls to our service centres, email communications, online chats, and reviews.
Physical Security Records: We use CCTV for safety and security monitoring. Bodycam footage, biometric data (facial recognition), and Automatic Number Plate Recognition (ANPR) may also be collected. Images may be used on passes to identify owners and for promotional purposes.
Sensitive Data: Some of the personal information we collect, such as health information for accessibility needs, may be classified as sensitive data. We will obtain your consent before processing sensitive personal information where required by law.
Why We Collect Your Personal Information
We may collect, use, and store your personal information for the following reasons:
To provide you with the products, services, or information you request and for related customer service.
To operate electronic payment processes.
To deliver marketing communications, offers, and newsletters based on your choices and previous behaviours.
To show you tailored advertising on social media and other online platforms.
To monitor entry onto our sites and ensure the health and safety of our staff, guests, and facilities.
To support our everyday business purposes, such as account management, quality control, security, and fraud prevention.
For corporate and business forecasting, reporting, analysis, and insight.
For business transactions such as mergers, acquisitions, and reorganisations.
For legal and regulatory compliance, and for establishing, exercising, or defending our legal rights.
For CCTV monitoring and other security of company facilities.
To understand how you and others use our services for analytics, modelling, and creating business intelligence.
Legal Basis for Personal Information Use
We need a legal basis for using your personal information. This can be:
Contractual Obligation: Our use of your personal information is necessary for the performance of our obligations under our contract with you.
Legal Obligation: Our use of your personal information is necessary for complying with our legal obligations.
Vital Interests: Our use of your personal information is necessary to protect an individual’s vital interests in an emergency situation.
Legitimate Interests: It is necessary for our legitimate interests or the legitimate interests of a third party, such as ensuring a safe environment or maintaining adequate records.
Consent: We may also rely on your consent, particularly for processing sensitive data or for certain marketing activities.
Disclosure of Personal Information
Your personal data may be made available to our employees, temporary staff, workers, and contractors in the course of providing our services. Your personal data may also be shared with any company that is a member of our group for internal administrative purposes, corporate strategy, auditing, and monitoring. Access to your personal information is limited to those employees who need to know the personal data.
We may share your personal information with the following categories of third parties:
Companies that provide products and services to us, such as investors, insurance companies, legal advisers, IT systems suppliers, and cloud service providers.
Customer Relationship Management providers like Salesforce, Experian, and others.
Website development agencies, PR agencies, and printing agencies.
Our ride photography partner, POMVOM.
We will also disclose your personal information to third parties where it is in our legitimate interests to run, grow, and develop our business, such as in the event of a business sale or acquisition, to comply with legal obligations, or to enforce our contract with you. Any third parties with whom we share your personal information are limited in their ability to use it for the specific purposes identified by us and are subject to privacy and security obligations consistent with this notice.
We are a global company and may transfer the personal data we collect about you internationally. Before doing so, we will ensure appropriate safeguards are in place to protect your data.
Your Rights
You have the following rights, determined by local legislation:
Access: You can ask for confirmation that we are processing your personal data, and request a copy of that data.
Rectification: You can ask us to rectify inaccurate personal data.
Erasure/Right to be Forgotten: You can ask us to erase your personal data when it's no longer needed, you have withdrawn consent, or it has been processed unlawfully.
Restriction: You can ask us to restrict the use of your personal data in certain circumstances, such as when its accuracy is contested.
Portability: You can ask for your personal data to be provided to you in a structured, commonly used, machine-readable format.
Objection: You can object to any processing of your personal data which has our 'Legitimate Interests' as its legal basis.
We take the confidentiality of all records seriously and reserve the right to ask for proof of your identity. We do not charge a fee to exercise your rights unless the request is unfounded or excessive. We aim to respond within one month.
You also have the right to complain to your supervisory authority, such as The Office of the Australian Information Commissioner (OAIC) in Australia.
Retention of Personal Information
We retain your personal data for as long as needed, or as permitted, based on the reason we obtained it. We consider any legal obligations or legal positions we have taken when deciding how long to keep your data.
Security
We have implemented safeguards intended to protect the confidentiality of your personal information. We are a "PCI DSS" (The Payment Card Industry Data Security Standard) approved organisation.
Our website may contain links to third-party websites. This privacy notice only applies to the personal information we collect, and we are not responsible for data collected and stored by third parties. You should read the privacy policies of third-party websites carefully.
Cookies
Our website uses cookies to distinguish you from other users. We use:
Strictly necessary cookies for website operation.
Analytical/performance cookies to understand how visitors use our site.
Functionality cookies to recognise you and remember your preferences.
Targeting cookies to record your visit and make advertising more relevant.
You can block cookies through your browser settings, but this may affect your ability to access parts of our site.
Further Questions or To Make a Complaint
If you have any queries or complaints about our collection, use, or storage of your personal information, or if you wish to exercise any of your rights, please contact our Data Protection Team at the email or postal address provided. We will investigate and attempt to resolve any such complaint.