Privacy Policy

Last updated: September 2026

Introduction

This Privacy Policy explains how Norfolk Passport collects, uses, shares and protects your personal information when you join or use Norfolk Passport, visit our website, use your Norfolk Passport at participating locations, make eligible bookings or transactions, or otherwise interact with us.

It also explains your rights in relation to your personal data and how you can exercise those rights.

We encourage you to read this Privacy Policy carefully.

Who we are

Norfolk Passport is a trading name of Hidden Talents Group Limited, a company registered in England and Wales under company number 09732885, whose registered office is:

7 The Close Norwich United Kingdom NR1 4DJ

For the purposes of UK data protection legislation, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, Hidden Talents Group Limited is the Data Controller of your personal data.

This means that we are responsible for deciding how and why your personal information is used.

If you have any questions about this Privacy Policy or how we use your personal information, please contact us at info@norfolkpassport.com.

Updating this Privacy Policy

We may amend or update this Privacy Policy from time to time, including where our services, technology or legal obligations change.

Where we make significant changes, we may notify Norfolk Passport members directly. We also recommend checking this Privacy Policy periodically for updates.

The date at the top of this page shows when it was last updated.

Who can join Norfolk Passport?

Norfolk Passport membership is available to individuals aged 18 or over.

We do not knowingly allow anyone under the age of 18 to register for a Norfolk Passport account.

What is personal information?

Personal information, also known as personal data, is information relating to an identified or identifiable individual.

This may be information that identifies you directly, such as your name or email address, or information that could identify you when combined with other information.

What personal information do we collect?

Depending on how you interact with Norfolk Passport, we may collect:

• your title and full name;
• your email address and telephone number;
• your date of birth;
• your home address, including house name or number, street, town, county and postcode;
• your unique Norfolk Passport membership number;
• your Norfolk Passport account and membership information;
• your selected marketing and partner-brand communication preferences;
• information about when and how your Norfolk Passport is used;
• information about eligible online room bookings where you use your Norfolk Passport;
• information about eligible transactions at participating locations where you use your Norfolk Passport to receive your member benefit or discount;
• information such as the participating location or brand, date of the transaction, transaction value and discount or member benefit applied;
• information derived from your Norfolk Passport activity, such as the brands or locations you visit, your booking or spending history and your level of engagement with Norfolk Passport;
• records of communications with us, including emails, enquiries, feedback, survey responses and complaints;
• information relating to competitions, prize draws or promotions you enter;
• information about your interaction with marketing communications, such as whether emails have been delivered, opened or interacted with;
• website and technical information, which may include your IP address, browser type, device type, pages viewed, website requests and information collected through cookies and similar technologies.

We only record booking or transaction activity as Norfolk Passport activity where your Norfolk Passport is used or associated with that booking or transaction.

How we use your personal information

We use your personal information for purposes including:

• creating and managing your Norfolk Passport membership;
• providing your Norfolk Passport membership benefits, including applicable discounts;
• identifying your account and maintaining your unique Norfolk Passport membership number;
• validating your membership when you use Norfolk Passport;
• recording eligible bookings and transactions where your Norfolk Passport has been used;
• understanding how Norfolk Passport is being used;
• operating, maintaining and improving Norfolk Passport;
• understanding which Norfolk Passport brands, locations, products and offers may be most relevant to you;
• grouping members into audiences or segments based on factors such as previous bookings, transactions, spend, brand preferences and engagement;
• personalising marketing communications and offers;
• providing customer service and responding to enquiries, requests or complaints;
• requesting feedback following a visit where your Norfolk Passport has been used;
• administering competitions, promotions or prize draws;
• maintaining records of our relationship and communications with you;
• maintaining the security and integrity of our systems;
• detecting or preventing misuse, fraud or other unauthorised activity;
• sending marketing communications in accordance with your preferences;
• complying with our legal and regulatory obligations.

Our legal grounds for using your information

Data protection legislation requires us to have a lawful reason for processing your personal information.

Different lawful bases may apply depending on what we are using your information for.

Contract

We process information where it is necessary to provide and administer your Norfolk Passport membership and the benefits associated with it.

This includes creating your account, identifying you as a member, providing membership benefits and recording eligible Norfolk Passport usage.

Legitimate interests

We may process information where it is necessary for our legitimate business interests and where those interests are not overridden by your rights and interests.

Our legitimate interests include:

• operating and improving Norfolk Passport;
• understanding how members use Norfolk Passport;
• maintaining accurate membership and transaction records;
• responding to enquiries, complaints and feedback;
• protecting our systems and preventing misuse or fraud;
• analysing the overall effectiveness and use of Norfolk Passport;
• understanding the interests and preferences of our members;
• creating member segments so that communications and offers can be made more relevant;
• managing our relationship with members.

Where appropriate, we consider the impact of this processing on your privacy before relying on legitimate interests.

Consent

We rely on your consent where required to send you email marketing communications and to use certain cookies or similar technologies.

You can change your marketing preferences or withdraw your consent at any time.

Legal obligation

We may process or retain information where this is necessary for us to comply with a legal or regulatory obligation.

If you do not provide information that is necessary to create or administer your Norfolk Passport membership, we may not be able to provide the membership or its associated benefits to you.

Personalisation and profiling

We want Norfolk Passport communications to be relevant to our members.

We may therefore analyse information about how you use Norfolk Passport to understand your interests and help determine the communications and offers you are most likely to be interested in.

This may include information such as:

• brands or locations you have previously visited;
• room bookings made using Norfolk Passport;
• transactions where you have used Norfolk Passport;
• your overall level of spend;
• the types of products, stays or experiences you have purchased;
• your selected brand preferences;
• how recently or frequently you have used Norfolk Passport;
• your interaction with previous Norfolk Passport marketing communications.

For example, a member who regularly stays with a particular Norfolk Passport brand may receive offers relating to that brand. Members who spend more frequently or at a higher level may occasionally receive enhanced, exclusive or higher-value offers.

This process is sometimes referred to as profiling or segmentation.

It helps us avoid sending every member exactly the same marketing and allows us to provide communications and offers that we believe are more relevant to different groups of members.

This profiling may be carried out automatically using information recorded against your Norfolk Passport account. It is used to personalise marketing and offers and is not used to make decisions that have legal or similarly significant effects on you.

You have the right to object to your personal information being used for direct marketing, including profiling that is related to direct marketing. You can do this by unsubscribing, changing your communication preferences or contacting us at info@norfolkpassport.com.

Norfolk Passport marketing

The Top 5 Norfolk Postcard is Norfolk Passport's regular weekly email communication.

As part of joining Norfolk Passport, you agree to receive at least one Top 5 Norfolk Postcard after becoming a member.

Once you have received this first email, you can unsubscribe from further marketing communications or change your communication preferences at any time using the links provided in our emails.

Unsubscribing from marketing after receiving your first Top 5 Norfolk Postcard does not cancel your Norfolk Passport membership. You can remain a Norfolk Passport member and continue to receive your membership benefits, including your applicable member discount, without continuing to receive marketing emails.

You may also choose to hear from particular Norfolk Passport partner brands.

Your selections are stored as preferences within the same Norfolk Passport database operated by us. We use these preferences, together with information about your use of Norfolk Passport where appropriate, to determine which communications and offers may be most relevant to you.

Selecting a brand does not create a separate marketing account or transfer your information into a separate brand marketing database.

You can change these preferences at any time using the preferences link included in our marketing emails.

We may also send you communications that are necessary to operate your membership, such as important account, security or service information. These are separate from optional marketing communications.

Feedback following a visit

Where you use your Norfolk Passport at a participating location, we may send you a request for feedback about your visit.

This gives you the opportunity to tell us and the relevant business about your experience.

You can choose not to receive these feedback requests using the unsubscribe or preferences options provided.

Sharing your information

We do not sell your personal information.

We do not provide our Norfolk Passport marketing database to partner brands or unrelated third parties for them to use independently for their own marketing.

Where you choose particular partner-brand communication preferences, those preferences remain within the Norfolk Passport database and are used by us to determine which communications you receive.

When you use your Norfolk Passport at a participating location, the relevant location may provide us with information about that transaction so that we can record the use of your Norfolk Passport and administer your membership benefits.

We may also use trusted suppliers who process personal information on our behalf in order to operate Norfolk Passport. These may include providers of:

• website hosting and infrastructure;
• email delivery and marketing systems;
• database and customer-management services;
• analytics and reporting services;
• IT and security services;
• cookie and consent-management services.

These organisations are only permitted to use personal information as necessary to provide their services to us and are required to protect it appropriately.

We may also disclose personal information where we are legally required to do so, or where necessary to establish, exercise or defend legal claims, prevent fraud or protect our rights or the rights of others.

Cookies and similar technologies

Our website uses cookies and similar technologies to operate correctly, understand how the website is used and, where you have permitted it, support analytics and marketing activity.

We use Cookiebot as our consent-management platform to help manage these technologies and record your cookie preferences.

When you first visit our website, our cookie banner allows you to review and manage your choices.

Some cookies and technologies are necessary for the website or services you request to function and may be used without consent where permitted by law.

Other cookies and similar technologies are used only where permitted by law and, where consent is required, after you have given that consent.

You can change or withdraw your cookie choices at any time using the cookie settings available on our website.

Our cookie declaration provides further details of the individual cookies and technologies currently in use, including their purpose and duration.

International data transfers

Our main Norfolk Passport membership database is maintained on systems used by us to operate Norfolk Passport.

Some of the technology suppliers we use may process limited personal information outside the United Kingdom. For example, our cookie and consent-management provider may process information within the European Economic Area.

Where personal information is transferred outside the United Kingdom, we take appropriate steps to ensure that it is protected in accordance with UK data protection legislation. This may include relying on countries recognised by the UK as providing an adequate level of data protection or using other legally recognised safeguards.

Information security

We consider the security of your personal information to be important and use appropriate technical and organisational measures designed to protect it against unauthorised access, loss, misuse, alteration, disclosure or destruction.

These measures include restricting access to personal information to staff and suppliers who need it to perform their role, using appropriate access controls and security measures, and protecting information while it is stored or transmitted.

Your email address is used as your Norfolk Passport account user ID and your account is also linked to a unique Norfolk Passport membership number.

Where your account uses a password or other authentication method, you are responsible for keeping those details secure and should not disclose them to anyone else.

Please contact us promptly at info@norfolkpassport.com if you believe your Norfolk Passport account or login details have been compromised.

How long we keep your information

We keep personal information only for as long as it is reasonably necessary for the purposes described in this Privacy Policy or where we are required to retain it to meet legal or regulatory obligations.

We periodically review Norfolk Passport accounts and may identify accounts that have been inactive for an extended period. When assessing inactivity, we may consider factors such as whether the Norfolk Passport has been used and whether the member has engaged with Norfolk Passport communications.

Before deleting an inactive account, we will normally contact the member using their registered email address to explain that we intend to remove their account and personal information.

If there is still no activity or response, we may delete the account and associated personal information from our active systems.

Where information forms part of routine system backups, it may remain within those backups until they expire or are securely overwritten as part of our normal backup cycle.

In some circumstances we may need to retain limited information for longer where required by law, to resolve disputes, prevent fraud or maintain a record of a person's communication preferences.

Your rights

Under UK data protection legislation, you have a number of rights relating to your personal information.

Depending on the circumstances, these include the right to:

• ask for a copy of the personal information we hold about you;
• ask us to correct personal information that is inaccurate or incomplete;
• ask us to delete your personal information;
• ask us to restrict how we use your personal information;
• object to certain uses of your personal information, including processing based on legitimate interests;
• object at any time to the use of your personal information for direct marketing, including profiling related to direct marketing;
• withdraw consent where we rely on your consent to process your information;
• obtain certain personal information in a portable format and, where applicable, ask us to transfer it to another organisation;
• complain about how we have used your personal information.

Some of these rights are subject to exemptions under data protection legislation. For example, there may be circumstances where we are required by law to retain information even if you ask us to delete it.

Withdrawing your consent does not affect the lawfulness of any processing carried out before your consent was withdrawn.

If you would like to exercise any of these rights, please contact:

info@norfolkpassport.com

We may need to ask you for information to confirm your identity before responding to certain requests.

You also have the right to complain to the Information Commissioner's Office (ICO) if you are unhappy with how we have handled your personal information.

Further information is available at ico.org.uk.

Links to other websites

Our website may contain links to websites or services operated by other organisations.

We do not control those websites and are not responsible for their privacy practices or content.

If you follow a link to another organisation's website, we recommend reading that organisation's privacy information to understand how it collects and uses your personal data.

Contact us

If you have any questions about this Privacy Policy, how Norfolk Passport uses your personal information, or if you would like to exercise any of your data protection rights, please contact:

Norfolk Passport Hidden Talents Group Limited 7 The Close Norwich United Kingdom NR1 4DJ

Email: info@norfolkpassport.com