LEGAL REVIEW NOTE: This is a revised working draft based on Forget Hotels’ current operations and the supplied privacy policy. It is not a solicitor’s or data-protection professional’s formal sign-off. Company registration details and the final website technology list should be confirmed before publication.
How Forget Hotels collects, uses and protects personal information
Revised draft: 10 September 2026
This Privacy Policy explains how Forget Hotels handles personal information when you browse our website, make or enquire about a booking, stay at one of our properties, contact us, subscribe to marketing or otherwise interact with us.
We process personal information in accordance with applicable UK data-protection law, including the UK GDPR and Data Protection Act 2018.
Forget Hotels is a trading name used by companies within the S&J Bell group. For information connected with a particular accommodation booking, the controller will normally be the company contracting with you for that property:
The S&J Bell companies may also share central systems and administrative services used to operate Forget Hotels. Where more than one group company determines how and why particular personal information is used, they may each have responsibilities under data-protection law.
Before publication, the website legal information should include the relevant registered company numbers and registered office address(es).
Privacy contact: stay@forgethotels.co.uk | +44 (0)7506 137934.
We may obtain information directly from you, from the lead guest making a booking, through the Forget Hotels website, from Guesty, from booking channels such as Airbnb or Booking.com, from payment providers, and from service providers used to operate our properties and website.
Where another guest provides your information to us as part of a group booking, we ask that they only provide information reasonably necessary for the booking and that they make you aware of this Privacy Policy.
We only use personal information where we have a lawful basis. Depending on the activity, these may include:
We do not rely on consent where another lawful basis is more appropriate merely because you have used our website or booked a stay.
If you tell us about an accessibility need, medical requirement or other information that reveals health information, we will use only what is reasonably necessary to respond to the request or provide the stay safely and appropriately.
Health information is special-category personal data and receives additional legal protection. Where we process it, we will identify both an appropriate UK GDPR lawful basis and an applicable special-category condition, and we will limit access and retention accordingly. We will not use accessibility or health information for advertising.
We use booking and contact information to manage reservations, answer pre-arrival questions, send arrival and stay information, deal with changes or cancellations, support guests during a stay and handle post-stay matters.
Forget Hotels uses Guesty as a property-management and communications platform. Information relating to bookings and guest messages may therefore be processed through Guesty. Depending on how you booked, relevant information may also be processed by the booking platform you used, such as Airbnb or Booking.com, under that platform’s own privacy arrangements.
We may use payment providers such as Stripe and/or payment services integrated with Guesty or the booking channel. Payment providers process payment information under their own security and privacy arrangements. Forget Hotels should not store full payment-card details where the payment provider processes them directly.
Our website may use cookies, analytics tools, advertising technologies and similar storage/access technologies. Non-essential technologies will be controlled through our cookie consent mechanism where consent is required.
If advertising services such as Google or Meta are used, information such as cookie identifiers, device information or appropriately protected customer-list information may be processed for measurement, audience or advertising purposes only where we have a valid lawful basis and any required cookie/marketing consent.
Pseudonymised or hashed information is not automatically anonymous. Where it can still relate to an identifiable person, we treat it as personal information.
Please see our Cookie Policy and cookie settings tool for the technologies currently used on the live website.
Some properties use smart thermostats or similar connected devices to manage heating, hot water, energy efficiency or technical issues. We use information from these systems only where reasonably necessary to operate and protect the property and provide the stay.
If external security cameras, video doorbells or noise-monitoring devices are used at a property, they will be disclosed where required. We do not use surveillance cameras inside guest accommodation. Any monitoring information will be accessed only for legitimate security, safety, incident or property-protection purposes and retained no longer than reasonably necessary.
We may share personal information where reasonably necessary with:
We do not sell personal information.
Some suppliers may process information outside the United Kingdom. Where UK data-protection law requires safeguards for an international transfer, we will use an appropriate mechanism, such as UK adequacy regulations, the UK International Data Transfer Agreement or an approved UK Addendum to standard contractual clauses, as applicable.
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, accounting, tax, insurance and dispute-resolution requirements.
We periodically review information and delete, anonymise or restrict it when it is no longer required.
Where required, we will obtain consent before sending electronic marketing. You can unsubscribe at any time using the unsubscribe link in a marketing email or by contacting stay@forgethotels.co.uk.
Service messages about an existing booking are not marketing and may still be sent where needed to administer the stay.
We will not use health, accessibility or other special-category information for direct marketing.
We use cookies and similar technologies as described in our Cookie Policy. Strictly necessary technologies may operate without consent where the law permits. Non-essential analytics, advertising and similar technologies will not be activated until the required consent has been obtained.
You can change your cookie choices at any time through the cookie settings tool on our website.
We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, alteration, disclosure, loss or destruction. Access is limited to people and service providers who reasonably need the information for their role.
No internet transmission or storage system can be guaranteed completely secure. If you believe information has been compromised, contact us promptly.
Depending on the circumstances, you may have rights to:
Some rights are subject to legal conditions and exemptions. We may need to verify your identity before responding. We normally respond within the period required by law.
Our booking service is intended for adults. We do not knowingly invite children to make bookings or subscribe to marketing. Where a stay includes children, we may receive limited information about them from the lead guest where reasonably necessary for the booking, safety or requested facilities.
Our website or Guest Guides may link to third-party websites. Those organisations control their own privacy practices and you should review their privacy information.
We may update this policy when our services, suppliers or legal obligations change. The latest version will be published on our website with an updated date. Where a change materially affects how we use existing personal information, we will take appropriate steps to bring it to your attention.
For privacy questions or to exercise a data-protection right, contact:
Forget Hotels
Email: stay@forgethotels.co.uk
Telephone: +44 (0)7506 137934
You also have the right to complain to the Information Commissioner’s Office. Current contact and complaint information is available from the ICO website.
Before this policy goes live, Forget Hotels should insert the relevant registered company numbers and registered office address(es) in the website legal information and confirm which group company controls central website/newsletter data.