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Privacy Policy

HD Operations Ltd – Privacy Policy
HD Operations Ltd respects and is committed to safeguarding and preserving the privacy of our customers. HD Operations Ltd is responsible for their customers’ personal data. We are responsible for the ways the personal data is collected and the purposes for which the personal data is used.
This Policy explains how we may use certain information we collect when you contact us, visit our websites or use our services at any of our hotels including the head office:
Alton House Hotel, Alton, GU34 1DW
Farnham House Hotel, Farnham, GU10 5ER
Red Lion Hotel, Basingstoke, RG21 7LX
Head Office:
HD Operations Ltd
Pemberley, Alton House Hotel
57 Normandy Street
GU34 1DW, United Kingdom.
Company registration No: 14641191
VAT Number: 444741490
Telephone: 01420 84886
(This Policy does not include information about the privacy of HD Operations Ltd’s employees’ data, which can be obtained from the General Manager of the Hotel or Head Office.)
This Policy is effective from 4 October 2023 and replaces all previous versions.
How we collect information about you
We collect information about you when you register with us on our website, login to our website or applications (directly or by using social media) or commence or complete an online transaction to use our products and services.
We collect information about you when you contact our reservations team to make a booking or use the facilities at any of our hotels and restaurants. Facilities include, but are not limited to, bar and restaurant, function rooms, and guest Wi-Fi. We may install CCTV in our premises in public areas and particularly around entrances and exits; this would be for the purposes of prevention and detection of crime and employee monitoring.
We also collect information from you when you subscribe to any of our marketing communications, complete our voluntary customer surveys, enter our competitions, purchase gift vouchers or provide feedback. These may be carried out online, by telephone or in person.
What information we collect about you
In doing business with you, typically we will collect:
Full or partial contact details including names and addresses (including business details if you are making a corporate booking), telephone and email details.
If you have special requirements then it may also be necessary to collect details about diet or disability or any other preferences that you may have.
Car parking arrangements at our hotels and restaurants may also make it necessary for us to collect your car registration number for your visit to us.
We collect payment card information from you should you choose to use this form of payment for purchasing or guaranteeing use of our products and services. You may choose to store this information with us when booking online to make future hotel bookings more quickly, via our secure online PCI DSS accredited facility.
From our overseas guests we may also collect passport details.
If you provide us with any personal data relating to any third party (e.g. information about your spouse, children, employees or colleagues) for specific purposes, by submitting such information to us, you warrant and represent to us that you have obtained the consent of such third party to provide us with their personal data for the respective purposes.
How we may use Personal Information
HD Operations Ltd uses Personal Information for responding to and processing inquiries, bookings and hospitality service requests or generally for any other purpose related to the original purpose for which the Personal Information was collected.
We will only use your personal data if we have a valid reason, or ‘lawful basis’ for doing so.
Personal Information in Content
We treat all content that is backed up, stored or hosted using our services in the same manner, described below, regardless of whether or not it contains Personal Information.
How we may Use Content
HD Operations Ltd will not view, access or use content, including Personal Information within content, except as needed to provide support for our services, as authorised by customers in connection with support as described below, or as otherwise described in this Privacy Policy.
While providing services requested by a customer, HD Operations Ltd may have incidental access to content. Any customer request for services will be deemed express permission for us to access content as needed for the limited purposes of providing the requested services.
Aggregate Information
Personal Information, including any Personal Information in content, does not include Aggregate Information, which is information we collect or process about a group or category of data. Aggregate Information cannot be attributed to any individual. We may use and share such Aggregate Information to improve our services, understand and/or analyse usage, demand, and general industry trends, reports, and databases summarising the foregoing, and generally for any purpose related to our business. Aggregate Information may be derived from information provided by any customer, from use of our services or from passive data collection techniques described below. No Personal Information is included in Aggregate Information. This Policy does not restrict or limit our collection and use of Aggregate Information.
How we may Share Personal Information and Content
HD Operations Ltd will not give, sell, share, or trade any Operational Personal Information or any Personal Information in content to any party outside of HD Operations Ltd except as outlined in this Policy or with appropriate consent. We may disclose Personal Information to a third party in the following limited circumstances:
as needed to enforce HD Operations Ltd’s Terms of Use, policies and any other contractual relationships with our customers;
when we have a good faith / belief that the disclosure is necessary to prevent or respond to fraud, defend our websites or services against possible attacks, or protect the property and safety of HD Operations Ltd, our customers or the public;
as required by law, such as to comply with a witness summons, warrant, regulatory oversight or similar legal process;
in connection with any potential sale, transfer, merger, consolidation or other transaction involving all or part of our company.
Storing and Transfer of Personal Information
In operating our websites and our emails it may become necessary to transfer data that we collect from you to locations outside of the European Union for processing and storing. By providing your personal data to us, you agree to this transfer, storing and processing. We do our utmost to ensure that all reasonable steps are taken to make sure that your data is stored securely. The sending of information via the internet is not totally secure and on occasion such information can be intercepted. We cannot guarantee the security of data that you choose to send us electronically, sending such information is entirely at your own risk.
We will ensure that any data that is processed outside the EEA adheres to the same security standards as those processes inside the EEA (European Economic Area).
How long do we keep your information for?
We will not hold your personal information in an identifiable format for any longer than is necessary. If you are a customer or otherwise have a relationship with us, we will hold personal information about you for a longer period than if we have obtained your details in connection with a prospective relationship.
We hold your personal information for six years from the date our relationship ends.
Where we have obtained your personal information following a request for information, brochure, quotation or any other information on any of our services, we hold your personal information for eighteen months from the date we collect that information, unless during that period we form a relationship with you e.g. you purchase one of our services. We hold your personal information for this period to give us an opportunity to form a relationship.
Cookies and Other Passive Data Collection

Cookies are small text files placed on your device when you visit our websites or web-based applications. We use cookies to recognize you and your preferences, enhance the performance of our websites and collect analytical information for the benefit of our business. Our websites and web-based applications use a mixture of session (which expire with your browser session) and persistent (remain after your browser session expires) cookies to deliver services efficiently and to enhance the experience of using our websites and web-based applications. The only third-party cookies used by us are analytical/performance cookies such as Google Analytics that gather anonymized information.
We use the following types of cookies for the purposes stated:
Strictly necessary cookies
These cookies are required for the operation of our websites and web-based applications. They include, for example, cookies that enable you to log into our web-based applications or fill in a form on our websites.
Analytical/performance cookies
These cookies are used to provide us with statistical information about our websites, which we use to measure performance, and to improve how our website works. These cookies allow us to recognize and count the number of visitors and to see how visitors move around our websites. All information these cookies collect is aggregated and therefore anonymous.
HD Operations Ltd is committed to protecting all Personal Information and Content we collect and use. To that end, we have implemented commercially reasonable physical, administrative and technical safeguards to help us protect Personal Information and Content under HD Operations Ltd’s direct control from unauthorised access, use and disclosure. However, no system of electronic data collection, storage and retrieval can be made entirely impenetrable. By continuing to use our websites, web-based applications, products and services, you acknowledge and accept that despite the reasonable measures we employ, we do not guarantee that our websites, web-based applications, products and services and procedures are invulnerable to all security breaches or immune from viruses, security threats or other risks.
External Links/Third Party Websites
HD Operations’s websites and web-based applications may provide links to and be accessed via links from third-party websites, including social media websites, whose privacy policies differ from those of HD Operations Ltd.
Even if the third-party is affiliated with HD Operations Ltd through a business partnership or otherwise, HD Operations Ltd is not responsible for the content, privacy policies, or practices of such third-party websites.
External links are provided for convenience only and access to these links is at your own risk. We encourage you to review carefully the Privacy Policy of any web site you may visit.
Guest Wi-fi
Our Guest Wi-fi service is provided by a contracted trusted third party.
If you choose to use the service to access web sites or content provided by third parties or purchase products from third parties, then your personal information may be available to the third-party provider. The way third parties handle and use your personal information related to the use of their services is governed by their policies.
Our guest wireless/wired systems use radio channels or local area networks to transmit voice and data communication; privacy therefore cannot be guaranteed and HD Operations Ltd shall not be liable to you for any lack of privacy you experience while using the service.
Our websites and products are not designed or intended to appeal to minors and we do not knowingly attempt to solicit or receive any information from children.
However, if a child under eighteen has provided HD Operations Ltd with personal information, the parent or guardian should contact HD Operations Ltd immediately at HD Operations Ltd, Pemberley, Alton House Hotel, 57 Normandy Street, Alton, Hampshire, GU34 1DW so we can delete such information, excluding employment data, from our files.
Accessing your personal information
We want to make sure that your personal information is accurate and up to date. You may ask us to correct or remove inaccurate information about you. You also have the right to request a copy of the personal information that we hold about you.
Removing personal information
You may request us to remove personal information that we are not required to legally keep for a specific length of time. You may unsubscribe to any marketing information you no longer wish to receive.
Updates to our Policy
We may update this Privacy Policy from time to time. Please consult the “Effective Date” below to see when the Policy has been most recently updated.
We encourage you to check this Policy frequently to see updates that may affect how your information may be used. Your continued use of our websites and products constitutes acceptance of any changes to this Policy.
Contact us
If you require further information or have any questions regarding this Privacy Policy, then please contact us at: HD Operations Ltd, Pemberley, Alton House Hotel, 57 Normandy Street, Alton, Hampshire, GU34 1DW or telephone 01420 84886.
Effective Date: 4 October 2023

Our Hotels

Alton House Hotel

Country house hotel in the market town of Alton, Hampshire.

More info

Farnham House Hotel

Countryside estate tranquillity on the Hampshire/Surrey border.

More info

Red Lion Hotel

Convenient town centre location in Basingstoke, Hampshire.

More info