(a) To manage your bookings with Us and to provide the services or membership benefits that you request before, during and after your cruise

We need to use your personal data to deliver Our services to you when you book a cruise. For example, when you travel with Us We need your personal data to send you a booking confirmation, to manage changes to your booking, to check you in when you board Our ships and to keep track of you onboard, to deliver your benefits for Our loyalty programs, to provide you with further products and services onboard (for example when you book shore excursions, tours or onboard entertainment and when you make purchases in Our shops and restaurants).

(b) To help you contact Our customer support services

When you get in touch with Our customer support services (whether through the Digital Platforms or otherwise), We will process your personal information so that you receive the best customer service possible.

(c) For your safety

Your safety is important to Us, and We use your details to safeguard it. For example, We transfer a record of the personal data you provide during the booking process onto your cruise ship for use if you require medical assistance. Additionally, We check booking details against law enforcement registers and Our internal records for the safety of all customers. We also use closed-circuit television ("CCTV") cameras onboard Our ships, and We may match images against the photograph We have of you if We need to identify you. We may equip Our security staff with body cameras for your safety. If circumstances allow, We will notify you before We begin recording with a body camera.

(d) To protect your health and the health of all guests and crew onboard

We have processes in place to protect you and everyone onboard against the spread of certain transmissible illnesses. We may ask you to provide information about your current state of health to ensure that you are well enough to sail. We may conduct temperature checks before boarding, onboard and at ports of call. We may require that you undertake a test and/or medical examination to identify if you have Covid-19 or another transmissible illness, either before sailing and/or during your cruise. We may use CCTV footage and information about your purchases onboard to help us to identify if you have been in close contact with another individual for contact tracing purposes.

(e) To make Our Digital Platforms easy to use and enhance your cruise-planning experience

The personal data We collect when you use Our Digital Platforms helps Us to make sure that Our Digital Platforms work well (for example, so that We know it is you when you sign into your account). We’re often improving Our Digital Platforms and content therein to enhance your cruise-planning experience, and data about how you use Our site helps Us to do that. We also use this data to help Us understand interest in the different sections of Our Digital Platforms and the products and services that We sell online. We also use your data to make the cruise booking process more convenient. For example, We can remember what you have searched for so you can pick up where you left off. We also use your information to fix operational problems with the Digital Platforms such as software bugs and to maintain the safety and security of the Digital Platforms.

(f) To manage your relationship with Us as a consumer and to deliver personalized service

When you sign up via Our Digital Platforms or make a booking, We create a consumer profile of you in Our systems. This is your digital profile that brings the personal data that We maintain and identifies you across the Azamara Group. Your consumer profile lets Us deliver a personalized experience when you search for cruises, book and travel with Us or contact Us by phone or email. We also use your consumer profile to personalize the marketing communications that We send you. We also sometimes use your details to ask for feedback on Our services.

(g) To process payments and invoicing

When you make a purchase through the Digital Platforms (whether in relation to a cruise or certain products or services such as shore excursions), We will process your payment details to process the transaction.

(h) For marketing and promotional purposes

We use your contact details for Our marketing and promotions, including to send you information about the products and services that We and the Azamara Group offer. We also use your personal data to personalize Our marketing communications to make them more relevant for you and to measure engagement with Our marketing campaigns. See Direct Marketing and Profiling and personalized marketing below for more information, including on how to update your preferences and opt out.

(i) For compliance with Our legal and regulatory obligations

We are sometimes subject to certain legal requirements to collect, retain, and disclose your personal data, for example for customs agencies or port authorities to allow Our ships to dock, or where We need to cooperate with law enforcement agencies, including in relation to criminal investigations and information relating to your health. Pursuant to the United States’ Stored Communications Act (the SCA), We may be considered a provider of electronic communication services for certain services We offer through the Digital Platforms (because We provide users of the Digital Platforms the ability to send or receive wire or electronic communications). In such instances, We will not turn over records or other information pertaining to you unless compelled by a Court of competent jurisdiction pursuant to the provisions of the SCA.

(j) For Our business operations

We may use your personal data for business management activities, including to assist with incident management and to enable Us to conduct reporting. Reports help Us to monitor Our performance and the performance of Our Suppliers. Additionally, We keep records to assist with any complaints you may have or in the event of a legal claim. We also process your feedback to improve Our products and services.

(a) Other members of the Azamara Group

We are a global business and We may need to share your personal data with other members of the Azamara Group for the purposes above.

(b) Travel agents and Our international partners

When you book through a travel partner or one of Our local partners, We may need to send details of your booking to that partner. Travel partners may make decisions themselves about how and why to process your information, or they may or may not process your information on Our behalf. Our privacy notice will not cover the information collected by travel partners and it will not cover how travel partners use that information. We recommend that you check your travel partner’s own privacy policy for details as to how they may process your personal data.

(c) Our suppliers

We use products and services from Our Suppliers in the operation of Our business. For example, We use travel booking systems to provide flight availability and cost details, and to book flights if required by you in connection with your cruise.

(d) Our Business Partners

We partner with companies, such as tour operators, to complement the products and services that We provide to you. We only do this in compliance with applicable law.

(e) Ports, customs and other government authorities, law enforcement agencies, courts, and parties to litigation

We may need to share your personal data where required under the laws of countries in which We operate. Local ports and customs authorities require passenger details to process Our ships in the ports at which they call. Law enforcement agencies may also require access to personal data, including in connection with criminal investigations and medical information relating to transmissible illnesses, or We may be ordered to disclose personal data by a court or in connection with legal proceedings. We may also share your personal data with other third parties such as trade associations and regulatory bodies, for consumer protection purposes in the event We or our partners cannot fulfil the contracted travel services. In the event We do share such data, the trade association and/or regulatory body may contact you to discuss your options and/or provide support.

(f) Port authorities, health authorities and health care providers

We may share your details with port and health authorities and health care providers to ensure that you receive medical attention as may be required on arrival into port.

(g) Other third parties

We may share your personal data with other third parties at your request. Our Digital Platforms may provide links to websites or other digital tools that We believe may be useful to you in addition to advertisements placed by third parties. These may lead you to websites or digital tools operated by third parties operating under their own privacy policies. We encourage you to review those privacy policies, as We have no control over those third parties nor the information you may submit to those third parties.

(a) Statistical analysis. We use the data above as inputs for a statistical model, the output of which can tell Us about your previous or likely future booking behavior and help us to identify individuals who would likely have similar preferences, for example, (i) the value or likely value of the bookings you make with Us; (ii) the purchases you make to complement your cruise such as shore excursions; (iii) the timeframe during which you tend to rebook a cruise and the destinations that you tend to book; and (iv) the extent to which you engage with Our marketing emails.

(b) Marketing segments. We try to match every consumer with one or more pre-defined segments that allow Us to broadly tailor Our marketing messages for the right audience. We define Our segments using anonymized demographic data based on broad characteristics and behaviors such as age, household income, or location. You will share a segment with other consumers, so this process is generally not highly individualized.

(a) Us processing their personal data; and

(b) you receiving any information protection notices on their behalf. We may ask you to provide evidence that you have been appointed and authorized to act on behalf of the other person (or persons).

(a) To manage your bookings with Us and to provide the services or membership benefits that you request before, during and after your cruise

We need to use your personal data to deliver Our services to you when you book a cruise. For example, when you travel with Us We need your personal data to send you a booking confirmation, to manage changes to your booking, to check you in when you board Our ships and to keep track of you onboard, to deliver your benefits for Our loyalty programs, to provide you with further products and services onboard (for example when you book shore excursions, tours or onboard entertainment and when you make purchases in Our shops and restaurants).

(b) To help you contact Our customer support services

When you get in touch with Our customer support services (whether through the Digital Platforms or otherwise), We will process your personal information so that you receive the best customer service possible.

(c) For your safety

Your safety is important to Us, and We use your details to safeguard it. For example, We transfer a record of the personal data you provide during the booking process onto your cruise ship for use if you require medical assistance. Additionally, We check booking details against law enforcement registers and Our internal records for the safety of all customers. We also use closed-circuit television ("CCTV") cameras onboard Our ships, and We may match images against the photograph We have of you if We need to identify you. We may equip Our security staff with body cameras for your safety. If circumstances allow, We will notify you before We begin recording with a body camera.

(d) To protect your health and the health of all guests and crew onboard

We have processes in place to protect you and everyone onboard against the spread of certain transmissible illnesses. We may ask you to provide information about your current state of health to ensure that you are well enough to sail. We may conduct temperature checks before boarding, onboard and at ports of call. We may require that you undertake a test and/or medical examination to identify if you have Covid-19 or another transmissible illness, either before sailing and/or during your cruise. We may use CCTV footage and information about your purchases onboard to help us to identify if you have been in close contact with another individual for contact tracing purposes.

(e) To make Our Digital Platforms easy to use and enhance your cruise-planning experience

The personal data We collect when you use Our Digital Platforms helps Us to make sure that Our Digital Platforms work well (for example, so that We know it is you when you sign into your account). We’re often improving Our Digital Platforms and content therein to enhance your cruise-planning experience, and data about how you use Our site helps Us to do that. We also use this data to help Us understand interest in the different sections of Our Digital Platforms and the products and services that We sell online. We also use your data to make the cruise booking process more convenient. For example, We can remember what you have searched for so you can pick up where you left off. We also use your information to fix operational problems with the Digital Platforms such as software bugs and to maintain the safety and security of the Digital Platforms.

(f) To manage your relationship with Us as a consumer and to deliver personalised service

When you sign up via Our Digital Platforms or make a booking, We create a consumer profile of you in Our systems. This is your digital profile that brings the personal data that We maintain and identifies you across the Azamara Group. Your consumer profile lets Us deliver a personalized experience when you search for cruises, book and travel with Us or contact Us by phone or email. We also use your consumer profile to personalize the marketing communications that We send you. We also sometimes use your details to ask for feedback on Our services.

(g) To process payments and invoicing

When you make a purchase through the Digital Platforms (whether in relation to a cruise or certain products or services such as shore excursions), We will process your payment details to process the transaction.

(h) For marketing and promotional purposes

We use your contact details for Our marketing and promotions, including to send you information about the products and services that We and the Azamara Group offer. We also use your personal data to personalize Our marketing communications to make them more relevant for you and to measure engagement with Our marketing campaigns. See Direct Marketing and Profiling and personalized marketing below for more information, including on how to update your preferences and opt out.

(i) For compliance with Our legal and regulatory obligations

We are sometimes subject to certain legal requirements to collect, retain, and disclose your personal data, for example for customs agencies or port authorities to allow Our ships to dock, or where We need to cooperate with law enforcement agencies, including in relation to criminal investigations and information relating to your health. Pursuant to the United States’ Stored Communications Act (the SCA), We may be considered a provider of electronic communication services for certain services We offer through the Digital Platforms (because We provide users of the Digital Platforms the ability to send or receive wire or electronic communications). In such instances, We will not turn over records or other information pertaining to you unless compelled by a Court of competent jurisdiction pursuant to the provisions of the SCA.

(j) For Our business operations

We may use your personal data for business management activities, including to assist with incident management and to enable Us to conduct reporting. Reports help Us to monitor Our performance and the performance of Our Suppliers. Additionally, We keep records to assist with any complaints you may have or in the event of a legal claim. We also process your feedback to improve Our products and services.

(a) Other members of the Azamara Group

We are a global business and We may need to share your personal data with other members of the Azamara Group for the purposes above.

(b) Travel agents and Our international partners

When you book through a travel partner or one of Our local partners, We may need to send details of your booking to that partner. Travel partners may make decisions themselves about how and why to process your information, or they may or may not process your information on Our behalf. Our privacy notice will not cover the information collected by travel partners and it will not cover how travel partners use that information. We recommend that you check your travel partner’s own privacy policy for details as to how they may process your personal data.

(c) Our suppliers

We use products and services from Our Suppliers in the operation of Our business. For example, We use travel booking systems to provide flight availability and cost details, and to book flights if required by you in connection with your cruise.

(d) Our Business Partners

We partner with companies, such as tour operators, to complement the products and services that We provide to you. We only do this in compliance with applicable law.

(e) Ports, customs and other government authorities, law enforcement agencies, courts, and parties to litigation

We may need to share your personal data where required under the laws of countries in which We operate. Local ports and customs authorities require passenger details to process Our ships in the ports at which they call. Law enforcement agencies may also require access to personal data, including in connection with criminal investigations and medical information relating to transmissible illnesses, or We may be ordered to disclose personal data by a court or in connection with legal proceedings. We may also share your personal data with other third parties such as trade associations and regulatory bodies, for consumer protection purposes in the event We or our partners cannot fulfil the contracted travel services. In the event We do share such data, the trade association and/or regulatory body may contact you to discuss your options and/or provide support.

(f) Port authorities, health authorities and health care providers

We may share your details with port and health authorities and health care providers to ensure that you receive medical attention as may be required on arrival into port.

(g) Other third parties

We may share your personal data with other third parties at your request. Our Digital Platforms may provide links to websites or other digital tools that We believe may be useful to you in addition to advertisements placed by third parties. These may lead you to websites or digital tools operated by third parties operating under their own privacy policies. We encourage you to review those privacy policies, as We have no control over those third parties nor the information you may submit to those third parties.

(a) Statistical analysis. We use the data above as inputs for a statistical model, the output of which can tell Us about your previous or likely future booking behavior and help us to identify individuals who would likely have similar preferences, for example, (i) the value or likely value of the bookings you make with Us; (ii) the purchases you make to complement your cruise such as shore excursions; (iii) the timeframe during which you tend to rebook a cruise and the destinations that you tend to book; and (iv) the extent to which you engage with Our marketing emails.

(b) Marketing segments. We try to match every consumer with one or more pre-defined segments that allow Us to broadly tailor Our marketing messages for the right audience. We define Our segments using anonymized demographic data based on broad characteristics and behaviors such as age, household income, or location. You will share a segment with other consumers, so this process is generally not highly individualized.

(a) Us processing their personal data; and

(b) you receiving any information protection notices on their behalf. We may ask you to provide evidence that you have been appointed and authorized to act on behalf of the other person (or persons).