Our Privacy Policy

Our Privacy Policy

Hello, adventure-lover. It may not surprise you to hear we are committed to protecting the privacy of everyone using this website and our services.

This Privacy Policy provides information about how we process and protect data, when you use our website, interact with us, and use our services.

This policy was last updated May 2026, and replaces all previous versions.

The quick version

In a nutshell, we are committed to being transparent about what data we collect, how we use it and the measures we take to protect it. When you choose to provide us with information about yourself, you trust us to use it in a responsible manner. We respect that.

You can check and manage your cookie preferences here, and we encourage you to read our Cookies Policy. To contact us about any matters relating to your privacy, please use hello@muchbetteradventures.com.

The full version

Much Better Adventures (‘Us’, ‘We’) is the trading name of Gentianes Solutions Ltd.

We as a data controller collect, process, use and disclose the information you provide by using the Website (www.muchbetteradventures.com). We will use your personal data only for the purposes and in the manner set forth below, which describes the steps we take to ensure our processing of your personal data is in compliance with the General Data Protection Regulation ((EU) 2016/679) (GDPR) and any implementing legislation (Data Protection Legislation), and certain United States state privacy laws.

Who we are

Much Better Adventures is a B Corp certified adventure travel company specialising in small-group, expert-led active outdoor trips, connecting adventurers with independent local hosts in wild places around the world.

We are registered in England and Wales under company number 06916506 and have our registered office at Nucleus House, 2nd Floor, 2 Lower Mortlake Road, Richmond, England, TW9 2JA.

We are also registered as an information protection fee payer with the Information Commissioner’s Office. Our registration reference number is ZA401030.

How to contact us

If you have any questions, comments, requests and complaints regarding our Privacy Policy and/or Cookies Policy and the information we hold, please contact us at hello@muchbetteradventures.com. Our UK postal mail address is: Much Better Adventures, Nucleus House, 2nd Floor, 2 Lower Mortlake Road, Richmond, England, TW9 2JA.

What this privacy notice covers

This privacy notice covers the processing of personal information where Much Better Adventures acts as the data controller. We act as the data controller when we exercise overall control of the personal information processed - in other words, when we decide how personal information is collected, stored and used.

This privacy notice does not apply to our employees or recruitment process. Please get in touch with us if you would like a copy of our Employee Privacy Notice or our Recruitment Privacy Notice.

What data do we collect?

Depending on the circumstances we interact with you, we may process the following personal information:

Information you give us:

• Identity Data, including first name, last name, username or similar identifier, and title.
• Contact Data, including your address, email address and telephone numbers.
• Profile and Traveller Data, including history of enquiries and bookings made by you, your preferences and interests, date of birth, sex, nationality, country of residence, home address, important information required for the delivery of bookings, such as travel plans, dietary and medical requirements, height, weight, fitness level and other information as required dependent on the booking, including relating to your comfort or travelling preferences, your photo, a copy of your identification (such as passport), your emergency contact details (see below), your feedback and review responses (please see additional section about content about third parties), release forms, and your password, user ID and username as applicable. Please also see Sensitive Data below.
• Communications Data, including records of any interactions you have with us, including messages, emails, meeting notes, screen recordings and transcripts.
• Content Data, including your display name, email address, photos and/or videos you choose to upload or are uploaded of you (including any audio and metadata, including GPS coordinates), as well as basic usage data (such as when you accessed the gallery)

• Photos and/or videos or other content uploaded by third parties that you may contain your personal data, including any audio and metadata, including GPS coordinates (see headings Trip Gallery and Reviews under Information we collect from other sources below)

• Professional Data, including job title, job history and company name.

• Marketing Data, including your preferences in receiving marketing from us, your communication preferences, records of consents and release forms, photos and videos of you we have your consent to process, as well as feedback, trip reviews and customer testimonials.
• Financial Data, including bank account and payment card details. Financial information provided by you via the Website will be collected, stored and processed by Third Party Payment Providers, or any other third party payment service providers as designated by Us from time to time. We do not store or use your credit card information, and Much Better Adventures and its employees are unable to view your cardholder information. Third party payment service providers will be responsible for your payment information. Please refer to their privacy notices for more information..

• Competition data, including any content you submit as part of entering a competition.

• Creator data, including personal bio, age range, images or footage of you (such as your application video), voice over, social handles and follower metrics, location, release form, content focus, and whether you have previously gone on a trip with us.

• Supplier Data, including name, contact details, job title, location and payment details.

• Contractor Data, including name, contact details, home address, date of birth, gender, job history, fee rate, bank details, nationality, passport details, and information required to onboard you as a contractor, including HMRC New Starter Questions and P45 data for UK based contractors.

• Any other information you choose to provide to us.

Information we collect:

In addition to the information you provide to us, we collect certain information when you visit our Website, as explained below and in our Cookies policy. The following additional information may be collected:

• Technical Data, including the Internet protocol (IP) address used to connect your computer to the Internet, browser type and version, location, operating system, hardware specifications, Device ID/Mac address and the type of device used to access the Platform; information about your visit, including the clickstream to, through and from our Platform (including date and time), products you viewed or searched for, page response times, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), and any phone number used to call our customer service number. This can be stored in both video and word form and may allow us to access session videos designed to better illustrate how users interact with the platform.
• Usage Data, including information about how you use our website, products and services.

Information from other sources

• We work with third parties (including, for example, business partners and advertising networks) and may receive some information, such as your email address, where you have consented to this data being shared with us. .
• We may also receive limited information about you from Hosts and suppliers as part of booking confirmations, such as your Identity, Contact, Profile and Traveller Data, to help deliver our service to you.
• If your information is provided to us as part of a group booking, such as your Identity, Contact, Profile and Traveller Data, we may also process this personal data in order to provide our service to you.
• If you are an emergency contact for one of our travellers, we also collect your Identity and Contact Data, as well as your relationship to the traveller, so we can contact you in the event of an emergency. As active outdoor adventure specialists, we rely on our legitimate interests, and the legitimate interests of our travellers to process this personal data, in order to help keep our travellers safe.
• We may use Identity and Contact Data we collect from lead generation forms in order to contact you.
• We may also collect Technical Data and Contact Data from advertising and analytics pixels.
• We may also collect Content Data about you when others upload your personal data to our Trip Gallery (see below)

Trip Gallery

Other users may upload photos or videos to the Trip Gallery that include your image, likeness, voice, or other personal information. We ask users only to upload content they have the right to share and to respect the privacy of others. If you would like us to remove content in which you appear, please email hello@muchbetteradventures.com. You can request the removal of your personal data from our Gallery at any time.

Reviews

Other users may create and publish reviews that include your image, likeness, voice, or other personal information. We ask users to only upload content they have the right to share and to respect the privacy of others. If you would like us to remove content in which you appear, please email hello@muchbetteradventures.com. You can request the removal of your personal data from reviews we publish on our website at any time.

Sensitive Data we collect about you

In order to provide our services to you, we may also collect information about your health and dietary preferences (‘special category data’). This data is collected as part of your Profile and Traveller Data above. We rely on your explicit consent and where appropriate in emergency situations, vital interests, to process this information.

We may also process your GPS coordinates if you use our Trip Gallery. We rely on your consent to process this information. Please see the below table for more information.

How do we use your data?

If you are a user of our website

 

If you are being marketed to by us

 

If you are a customer or a non-lead booker

 

If you are a host or other supplier

 

If you want to participate in a competition or Content Creator Programme

 

Other ways we may use your personal information

 

Am I required to provide personal information?

Unless you are making a booking, the provision of your personal data is not a statutory or contractual requirement. You can choose not to provide this information; however, you might not be able to gain access to our information, services or products.

What about children?

This Website is not intended for children and we do not accept bookings from children under the age of 18.

If you are a child under the age of 18, please do not attempt to register with us at this Website or provide any personal information about yourself to us. If we learn that we have collected personal information from a child under the age of 18, we will promptly delete that information.

If you believe we have unnecessarily collected personal information from a child under the age of 18, please contact us.

When do we share information about you?

Like most businesses, sometimes we have to share your personal information with third parties to help provide our services to you or comply with our own legal obligations.

Third party suppliers

As part of our contract with you, we also need to pass essential information about you and your booking to the end provider(s) (Suppliers) of the service(s) you have booked.

When you are making a booking we tell you who the supplier is, before you decide to finalise the booking, and we will also confirm this in our confirmation email to you. By proceeding with the booking you acknowledge that all personal information you share with us will be shared with the supplier, for the purpose of fulfilling the service you have requested.

We cannot be responsible for the privacy policy or actions of suppliers. Their contract with us binds them to keep any information we share with them as confidential and to process Personal Data only according to the General Data Protection Regulation ((EU) 2016/679) (GDPR) and any implementing legislation (Data Protection Legislation).

Other third parties we share your personal data with

We will never sell or rent your personal data without your consent, and only share it with third parties in certain limited circumstances, which we will explain below.

As well as sharing your data with suppliers when you have made a booking with us , there are certain circumstances where we need to share your data with third parties to operate and manage our Website, process bookings, and fulfil and deliver our service to you.

We use a select number of trusted external service providers for certain technical data analysis, processing and/or storage offerings (called ‘data processors’). These service providers process personal data on our behalf and are carefully selected. We only share information with them that is required for the services offered and we contractually bind them to keep any information we share with them confidential and to process personal data only according to our instructions.

Third Party Service Providers we may share data with include;

• providers of payment processing services;
• providers of analytics and technology services to help us better understand our users’ needs and to optimize this service and experience;
• providers of cloud based CRM software to provide customer account maintenance and customer support;
• providers of affiliate marketing services;
• providers who collect information on our behalf, including as necessary to operate features of the Website, such as customer satisfaction surveys;
• providers of cloud based accounting software in relation to management of accounting.

We may also provide non-personal data to third parties, where such information is combined with similar information of other users of the Website. The aggregate information that we share may include anonymous information that is captured through the use of cookies and other similar tracking technology. The third parties to whom we may provide this information may include our Website design, data analysts, development and hosting contractors.

We may also disclose your personal data to the following recipients:

• If Gentianes Solutions Ltd or substantially all of its assets are acquired by a third party, in which case your personal data held by us may be included in the transferred assets (for example, in the form of a database of users of the Website). Similarly, personal data may be transferred as part of a corporate reorganisation, insolvency proceeding, or other similar event, if permitted by and done in accordance with applicable law;
• If we are under a duty to disclose or share your personal data in order to comply with any legal obligation or court order, or in order to enforce, establish, exercise or defend legal rights, the rights, property, or safety of you, us, our group, or employees;
• To enforce applicable terms of use, including investigation of potential violations as permitted by law;
• To detect, prevent, or otherwise address fraud, security, or technical issues;
• To protect against harm to the rights, property or safety of Us, our employees, our users, customers, or the public as required or permitted by law;
• To your emergency contact, emergency services or another health provider (when necessary to protect your vital interests or the vital interests of another person).

We may also seek your express consent in other circumstances where we would like to share specific items of data with a particular party. For example, if we want to share a review of our trip you have provided to our platform or Website. We will always be transparent about who we are sharing with and why in these circumstances. Where we have relied on your consent to share your information, you can withdraw this consent at any time.

Personal data shared for marketing or promotional purposes

If you have provided your consent for us to use your photos, videos or other content for marketing or promotional purposes, we may share your personal data with third parties as part of our marketing and promotional activities. For example, on our website, social media channels, email communications, in paid advertising, printed materials and press/third party publications.

You can withdraw your consent at any time. Please note that some use cases (e.g. printed materials or third-party publications) may continue where removal is not reasonably possible.

For more information, please refer to our Marketing Consent Notice.

Where is your data stored?

The data that we collect from you will be transferred to, and stored in the cloud. It may also be processed by staff operating outside the EEA who work for us, or for one of our hosts. This includes staff and partners engaged in, among other things, the fulfilment of your booking and the provision of support services.

Where we need to process your personal information outside of the United Kingdom, we make sure your personal information remains subject to the same robust protections as it would be in the United Kingdom. For example, we ensure:

• the country we are transferring the personal information to has been recognised as having adequate privacy regulations, or
• that there are appropriate safeguards in place (as per Article 46, 47 or 49 of the UK GDPR), or
• we obtain your consent

For a copy of the safeguards relied on to transfer your personal information outside of the United Kingdom, please get in touch with us.

How do we keep your personal information secure?

It is really important to us to keep your personal information safe and secure. We have implemented appropriate technical and organisational measures to help safeguard your personal information and help prevent unauthorised access to your personal information.

Where we have given you (or where you have chosen) a password which enables you to access certain parts of our site, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.

Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.

For more information on how we keep your personal information secure, please get in touch with us.

How long do we store your data?

We store your personal data during the time that you are a customer, for purposes of providing you the services, and for up to seven years after you cease to be a customer. If you have never been a customer, but have consented to receive information or marketing updates from us, we may store your data for up to three years after the last time you used our website or services.

We keep your Content Data in our Trip Gallery for 12 months. If you have consent to your Content Data being used for marketing and promotional purposes, we keep this data for 5 years.

We reserve the right to store or delete your personal data earlier or later than set forth herein if required to do so by an applicable law or regulation, including the GDPR and for the exercise, establishment or defence of legal claims.

Links to other websites

Our Website may, from time to time, contain links to third party websites. If you follow a link to any of those third party websites, please note that those websites have their own privacy policies and we do not accept any responsibility or liability for those practices. Please check those policies before you submit any personal data to those websites.

Your rights

Much Better Adventures are committed to ensuring that you have control and visibility of your personal data. Below is a summary of your rights and additional commitments. To exercise your rights, please contact us at hello@muchbetteradventures.com

Right of Access and Rectification

You have the right to request access to a copy of all the personal data we hold about you. You also have the right to request that we correct any inaccuracies in the personal data we hold about you and complete any personal data where this is incomplete.

You can review much of your personal data from your account, and you are able to edit that data yourself. You are also able to review and edit the consents you have provided.

It is your responsibility to ensure that any information you have provided to us is accurate and up-to-date.

Right to Erasure (‘Right to be Forgotten’)

You have the right to request the erasure of your personal data in certain circumstances.

You are able to request to delete your account, within the profile area of your account.

In doing so, your details will be removed from our systems and you will no longer be able to login to our website. Please note that we must legally hold data related to previously booked trips for 7 years.

If you wish to delete your account and you have booked a trip with us that has yet to depart, then you’ll need to delete your account upon your return. You have the right to request that your personal data be deleted in certain circumstances including:

• The personal data are no longer needed for the purpose for which they were collected;
• You withdraw a consent (where the processing was based on consent);
• You object to the processing and there are no overriding legitimate grounds justifying us processing the personal data (see Right to Object below);
• The personal data have been unlawfully processed; or
• To comply with a legal obligation.

However, this right does not apply where, for example, the processing is necessary:

• To comply with a legal obligation; or
• For the establishment, exercise or defence of legal claims.

Right to Restriction of Processing

You can ask that we restrict your personal data (i.e., keep but not use) where:

• The accuracy of the personal data is contested;
• The processing is unlawful but you do not want it erased;
• We no longer need the personal data but you require it for the establishment, exercise or defence of legal claims; or
• You have objected to the processing and verification as to our overriding legitimate grounds is pending.

We can continue to use your personal data:

• Where we have your consent to do so;
• For the establishment, exercise or defence of legal claims;
• To protect the rights of another; or
• For reasons of important public interest.

Right to Data Portability

Where you have provided personal data to us, you have a right to receive such personal data back in a structured, commonly-used and machine-readable format, and to have those data transmitted to a third-party data controller without hindrance but in each case only where:

• The processing is carried out by automated means; and
• The processing is based on your consent or on the performance of a contract with you.

Right to Object

You have a right to object to the processing of your personal data in those cases where we are processing your personal data in reliance on our legitimate interests. In such a case we will stop processing your personal data unless we can demonstrate compelling legitimate interests which override your interests and you have a right to request information on the balancing test we have carried out. You also have the right to object where we are processing your personal data for direct marketing purposes. You can manage your consent settings in your account.

Right to withdraw consent

Where we have relied on your consent to process your personal data, you may withdraw this consent at any time. You can do this by reaching out to us at the contact details set out in this privacy notice. You can also withdraw your consent to receiving marketing from us by using the unsubscribe button.

Automated Decision-Making

We do not make decisions based solely on automated processing, including profiling, which produce legal effects concerning you or similarly significantly affects you

Customer Data Platform

However, we do currently use AI and profiling techniques to create and enhance customer profiles in our Customer Data Platform and analyse sentiment. This data is then analysed to gain deeper insights into our customer base and to support the growth of our business.

As part of this, we process personal data, including Identity Data (such as name), Profile and Traveller Data (such as age, gender, nationality, country of origin, country of residence, booking history and User ID), Technical Data (such as website usage and browsing behaviour collected from cookies you consent to) and Communications Data to create a singular customer profile. This data is hashed as part of this process. To do this, we match data from multiple sources, including direct user interactions, information processed by cookies and third party sources. From this data, we also can create customer summaries and carry out sentiment analysis.

Depending on what you have consented to, we may use your data to help tailor our services to you, and to better understand our customers, more generally.

For example:

• When you consent to the use of cookies, we may analyse how you browse our website and some of your profile data so we can build a better understanding of our customers and their behavioural activity before booking
• We may use profile data to tailor our services to different customer needs (for example, to help personalise any trip suggestions or marketing campaigns we send to you)

If you would like to exercise your right to opt out of profiling based on legitimate interest, please contact us via the contact details set out in this Privacy Notice.

MBA AI Assistant

We also leverage AI to operate our MBA AI Assistant (“the Assistant”), an experimental artificial intelligence chatbot provided by Much Better Adventures Ltd. The use of the AI Assistant is completely optional. It is intended to support users with general queries and to enhance their experience of our website and services.

We store the entire conversation thread for each interaction you have with the Assistant. This data is hosted on secure Heroku systems within the EU.

We use these records for our legitimate interests to:

• measure usage and system performance;
• manually review sample interactions to assess quality;
• apply AI tools to evaluate and improve responses;
• monitor and prevent misuse.

Conversation data is retained for up to 90 days and then deleted or anonymised. Aggregated, non-identifiable usage data may be stored indefinitely for analytics and reporting.

When using the Assistant, you are advised not to provide any information that could identify you, including trip booking details and sensitive data. 

AI notetakers

We currently use AI notetakers when it is in our legitimate interests to support the operational efficiency of our business. If you would like to opt-out of an AI notetaker being used, please let the call organiser know.

Where required by applicable law, we will provide notice and obtain consent before recording or transcribing a call.

How to exercise your rights

We will respond to your request in writing, or orally if requested, as soon as practicable and in any event not more than one month after receipt of your request. That period may be extended by two further months where necessary, taking into account the complexity and number of requests. We will inform you of any such extension within one month of receipt of your request. We may request proof of identification to verify your request. All requests should be submitted to hello@muchbetteradventures.com

International residents

If you are located outside the United Kingdom or European Union, you may have additional privacy rights under your local laws. The following sections explain how we address specific requirements in certain jurisdictions.

To exercise these rights, please contact us at the details set out in this Privacy Notice.

United States (State Privacy Rights – CCPA/CPRA, VCDPA, CPA, CTDPA, DPDPA, UCPA)

If you are a resident of California, Colorado, Connecticut, Delaware, Utah, or Virginia, you may have the following rights under state privacy laws:

• The right to know what personal information we collect, use, disclose, and sell or share.
• The right to request deletion of your personal information.
• The right to correct inaccurate personal information.
• The right to request a portable copy of your information.
• The right to opt-out of the sale or sharing of your personal information.
• The right to request that we limit our use of sensitive personal information (where applicable).
• The right not to be discriminated against for exercising these rights.

To exercise these rights, or to opt-out of the sale/sharing of your information, please contact us at the details set out in this Privacy Notice.

California residents may also use the “Do Not Sell or Share My Personal Information” link (where applicable).

Where required by applicable law, we will obtain your consent before processing metadata such as precise location information or before using your content for any purpose beyond providing the Gallery service.

Canada (PIPEDA)

If you are located in Canada, you have the right to request access to and correction of the personal information we hold about you, and to withdraw your consent to our processing of your personal information at any time.

Morocco

If you are located in Morocco, you have the right to request access to, correction and erasure of the personal information we hold about you, as well as to block personal data processing that does not comply with the law, and object to processing where processing is based on legitimate interests (including for direct marketing purposes).

Other Countries

If you are located outside the UK, EU, or the countries listed above, you may still have rights under your local data protection laws. These may include the right to access, correct, delete, or withdraw consent for the processing of your personal data. To exercise these rights, please contact us at the details set out in this Privacy Notice.

Right to Complain

Please get in touch with us if you have any complaints or queries about how your personal information is processed.

You have the right to lodge a complaint with the Data Protection Authority, in particular in your place of residence, place of work or place of an alleged infringement, if you are unhappy with how we are processing your personal data.

In the UK, this is the Information Commissioner’s Office. If you need support, you can get in touch with the ICO here. We will endeavour to acknowledge receipt of your complaint as soon as possible, and in any event, within the statutory time periods required for your jurisdiction. In the UK, this is 30 days of receiving your complaint. Upon receiving your complaint, without undue delay, we will take appropriate steps to respond, including making appropriate enquiries and keeping you informed about the process and outcome of your complaint.

If you do have a query or a complaint, we would really appreciate the opportunity to respond to your concern in the first instance so please get in touch with us.

 

Changes to our privacy and cookies policies

We reserve the right to change our Privacy and Cookies Policies from time to time at our sole discretion. If we make any changes, we will post those changes here and update the “Last revised” date at the top. If we consider the changes are significant, we will provide a more prominent notice (including, for certain services, email notification of privacy and cookies policy changes). We will also keep prior versions of the Privacy and Cookies Policies in an archive for your review.