Privacy Policy

Dale Liverpool Tours Ltd

Last updated: 7 September 2026

Dale Liverpool Tours Ltd respects your privacy and is committed to handling personal information responsibly and in accordance with applicable UK data-protection law.

This Privacy Policy explains what personal information we may collect, why we use it, who it may be shared with, how long we may retain it and the rights you have in relation to your information.

1. Who We Are

Dale Liverpool Tours Ltd provides walking tours, private tours, group and bus tours, and heritage experiences in Liverpool and the Liverpool City Region.

For the purposes of UK data-protection law, Dale Liverpool Tours Ltd is the data controller for personal information that we determine how and why to use.

Business: Dale Liverpool Tours Ltd
Website: DaleLiverpool.com

2. Information We May Collect

Depending upon how you interact with us, we may collect information including:

  • Your name.

  • Email address.

  • Telephone number.

  • Booking and tour information.

  • Number of people within your booking.

  • Information you provide when making an enquiry.

  • Accessibility or other requirements you choose to tell us about.

  • Communications between you and Dale Liverpool Tours.

  • Transaction and payment-related information.

  • Feedback, reviews or correspondence you provide.

  • Information associated with competitions, mailing lists or promotions where applicable.

  • Technical information generated when you use our website, such as device, browser, IP address, cookie and website-usage information where applicable.

We only ask you to provide information that is reasonably relevant to your booking, enquiry or interaction with us.

3. Information About Other People

If you make a booking on behalf of other people, you may provide limited information relating to members of your group.

Please only provide personal information about another person where you are authorised to do so and where it is necessary for us to provide the experience.

4. How We Use Personal Information

We may use personal information to:

  • Process and administer bookings.

  • Provide tours and other experiences.

  • Communicate important information about a booking.

  • Respond to questions and enquiries.

  • Provide customer service.

  • Make reasonable arrangements relating to accessibility or individual requirements.

  • Process payments and maintain appropriate financial records.

  • Deal with cancellations, refunds or booking changes.

  • Maintain the safety and security of our services.

  • Prevent or investigate fraud, misuse or other inappropriate activity.

  • Improve our tours, website and customer experience.

  • Request feedback following an experience.

  • Send marketing communications where we have an appropriate lawful basis to do so.

  • Comply with legal, accounting, tax and regulatory requirements.

  • Establish, exercise or defend legal claims where necessary.

We do not sell your personal information.

5. Our Lawful Bases

UK data-protection law requires us to have a lawful basis for using personal information.

Depending upon the circumstances, we may rely upon:

Contract – where using your information is necessary to provide a tour or service you have booked, or to take steps at your request before entering into a contract.

Legal obligation – where we need to retain or use information to comply with a legal requirement, including relevant accounting and tax obligations.

Legitimate interests – where there is a reasonable business reason for using information and those interests are not overridden by your rights and interests. This may include responding to customers, improving our services, protecting the business, preventing fraud and maintaining appropriate business records.

Consent – where you have actively agreed to a particular use of your information, such as certain forms of direct marketing. Where processing is based on consent, you can withdraw that consent.

Different lawful bases may apply to different uses of information.

6. Accessibility and Health Information

Occasionally, a visitor may voluntarily tell us about a disability, medical condition, mobility requirement, allergy or another matter relevant to their participation in an experience.

Some of this information may receive additional protection under data-protection law.

We ask visitors only to provide information that is relevant to helping us understand their requirements. We will use such information only where we have an appropriate legal basis and where reasonably necessary to make arrangements, protect someone's vital interests or provide appropriate assistance.

Please do not provide detailed medical information unless it is genuinely relevant to your experience.

7. Booking and Payment Providers

Dale Liverpool Tours uses third-party services to help operate the business.

These may include:

  • Online booking and reservation providers.

  • Payment processors.

  • Website hosting and website-management providers.

  • Email and communication services.

  • Accounting and professional-service providers.

  • Analytics and other website services.

  • Transport providers or other suppliers where required to deliver a particular booking.

For example, online tour bookings may be processed through FareHarbor.

When you use a third-party service, that organisation may also process information under its own privacy terms.

We only share personal information where reasonably necessary for the relevant purpose.

8. Payments

Online payments are processed using third-party payment systems.

Dale Liverpool Tours does not need to receive or store your complete payment-card details simply in order for an online payment provider to process your transaction.

Payment providers may process your information according to their own privacy and security requirements.

9. Other Organisations

We may disclose personal information where reasonably necessary to:

  • Professional advisers such as accountants or legal advisers.

  • Transport providers or other suppliers involved in delivering your booking.

  • Government, regulatory, law-enforcement or other competent authorities where disclosure is required or permitted by law.

  • Insurers where relevant to an incident or claim.

  • Protect the rights, safety or property of customers, members of the public or Dale Liverpool Tours.

We do not provide customer information to unrelated third parties simply for them to market their products to you.

10. International Data Transfers

Some of the technology and service providers used to operate our website, bookings, communications or other business systems may process information outside the United Kingdom.

Where personal information is transferred internationally, we expect the relevant provider to use an appropriate mechanism for protecting that information as required by applicable data-protection law.

Further information about the privacy arrangements of individual third-party services can be found in their respective privacy notices.

11. How Long We Keep Information

We do not intend to keep personal information indefinitely.

Different information needs to be retained for different periods depending upon why it was collected.

We consider factors including:

  • How long the information is required to provide the service.

  • Whether it is needed to deal with a query, complaint or potential claim.

  • Legal, accounting and tax-record requirements.

  • Whether you remain subscribed to a mailing list.

  • The sensitivity of the information.

  • Whether there remains a legitimate business reason to retain it.

When personal information is no longer reasonably required, it should be deleted, anonymised or otherwise securely disposed of where appropriate.

12. Marketing

We may occasionally contact customers or subscribers with news, tour information, events or other Dale Liverpool Tours updates where we have an appropriate lawful basis.

Where consent is required, we will seek it.

You can unsubscribe from marketing communications at any time by using an unsubscribe facility provided with the communication or by contacting us.

Unsubscribing from marketing does not prevent us from contacting you about an existing booking or another necessary service communication.

13. Cookies and Website Information

Our website may use cookies and similar technologies for essential website functions, analytics and other purposes.

Where consent is legally required for non-essential cookies, those cookies should only be used in accordance with the choices available to you.

More information is available in our Cookie Policy.

You can also control certain cookies through your browser and, where available, the cookie controls presented on the website.

14. Social Media

Dale Liverpool Tours uses social-media platforms including Instagram, Facebook, TikTok and YouTube.

If you interact with us through a social platform, that platform may separately collect and process information about you according to its own privacy policy.

Information that you make publicly available through social media may also be visible to Dale Liverpool Tours and other users.

15. Photography, Video and Media

Dale Liverpool Tours regularly creates photography and video relating to Liverpool, tours, events and George Harrison's childhood home.

Where identifiable customers are deliberately being photographed or filmed for promotional, social-media, podcast or other media purposes, we will consider the appropriate permission and lawful basis for that use.

If you have concerns about appearing in photography or video during a particular experience or event, please tell us.

16. Security

We take reasonable steps to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.

However, no website, email system or electronic method of storing or transmitting information can be guaranteed to be completely secure.

Access to customer information should be limited to those who reasonably require it for legitimate business purposes.

17. Your Data-Protection Rights

Depending upon the circumstances and the lawful basis being relied upon, UK data-protection law may give you rights including the right to:

  • Ask for access to personal information we hold about you.

  • Ask us to correct inaccurate or incomplete information.

  • Ask us to delete personal information in certain circumstances.

  • Ask us to restrict how information is used in certain circumstances.

  • Object to certain uses of your information.

  • Receive certain information in a portable format where applicable.

  • Withdraw consent where consent is the basis upon which information is being used.

Not every right applies in every circumstance.

If you wish to exercise a data-protection right, please contact us using the details below.

We may need to verify your identity before responding to a request.

18. Complaints

If you have concerns about how Dale Liverpool Tours has handled your personal information, please contact us first so that we have an opportunity to investigate the issue.

You also have the right to complain to the UK's independent data-protection regulator, the Information Commissioner's Office (ICO).

Further information about your rights and how to make a complaint is available from the ICO.

19. Children's Information

Our tours may be attended by children and families, but bookings are normally made by an adult.

We do not intentionally require children to provide unnecessary personal information directly to us.

Where information concerning a child is genuinely required for a booking or experience, it should normally be provided by their parent, guardian or responsible adult.

20. Third-Party Websites

Our website contains links to external websites, booking services, social-media platforms and other organisations.

Those organisations operate their own privacy practices. Dale Liverpool Tours is not responsible for determining how an unrelated third-party website uses information that you provide directly to it.

Please review the relevant organisation's privacy information where appropriate.

21. Changes to This Privacy Policy

We may update this Privacy Policy when our services, systems or legal obligations change.

The current version will be published on DaleLiverpool.com with its latest revision date.

We recommend reviewing this page periodically if you want to understand the current way in which we handle personal information.

22. Contact

For questions about this Privacy Policy, our use of your personal information or to exercise a data-protection right, please contact:

Dale Liverpool Tours Ltd
Dale Roberts

Website: DaleLiverpool.com