We obtain the categories of Personal Information listed above from the following categories of sources: Directly from our guests or their agents. For example, from information that our guests provide to us in order to reserve a room at a hotel. Indirectly from our guests or their agents. For example, through information we collect from our clients in the course of providing Services to them. Directly and indirectly from activity on our Sites and Services. For example, from website usage details that are collected as described in this Privacy Policy or by cookies (described below). From social media websites, such as Facebook, LinkedIn, and Instagram. From third parties that assist us in providing certain transactions and services, even though it appears that you may not have left our Site, for example reservations, online travel agencies, payment processing, and hosting.

We and our partners use various technologies to collect and store information when you visit one of our Sites or Services, and this may include using cookies or similar technologies to identify your browser or device. We may also use these technologies to collect and store information when you interact with services from our partners, such as advertising services. Our third-party advertising and analytics partners include Google and similar partners.

We use your Personal Information in ways that are compatible with the purposes for which it was collected or authorized by you, including for the following purposes: To present, operate or improve the Site and Services, including analysis of activity. To inform you about Services and products available from TASO Hospitality BVI or that may otherwise be of interest to you. To fulfill the services, reservations, purchases and other transactions that you (or, if applicable, anyone involved in the process of making your travel arrangements) request from us, including facilitating your requests to plan and purchase hotel accommodations or other travel services such as transportation and to reserve dining, lounge and spa services. To authorize access to our Sites and Services To validate your identity or verify communications from you. To customize or tailor your experience of the Services. To manage, store and enhance guest data and preferences. To send you confirmations, updates, security alerts, and support. For marketing purposes, including but not limited to, facilitating interest-based advertising, creating traveler profiles, creating custom audiences to target online and mobile advertising, sending integrated marketing messages across channels and devices, personalizing email marketing that we send to you, sending you other promotional materials, and notifying you about special promotions, offers, events or opportunities that may be of interest to you. To improve our customer service, conduct customer satisfaction, market research, and quality assurance reviews. To respond to and support Users regarding their use of the Sites and Services. To process applications for employment that you submit through the Sites (or third-party sites). For our legitimate business purposes, such as data analysis, audits, operating and expanding our business activities. To administer general record-keeping. To comply with all applicable legal requirements, codes of practice, guidelines, or rules, or to assist in law enforcement and investigations conducted by any governmental and/or regulatory authority, or courts. To investigate possible fraud or other violations of our Terms of Use or this Privacy Policy and/or attempts to harm our guests or visitors. For any other purpose that is disclosed to you at the point of collection of the personal information, for any purpose for which you provide your prior consent, or for any other lawful purpose.

Whenever we collect Personal Information from you, we may do so on the following legal bases: Your consent to such collection and use; Out of necessity for the performance of an agreement between us and you, such as your agreement to use our Services or your request for Services; Our legitimate business interest, including but not limited to the following circumstances where collecting or using Personal Information is necessary for: Intra-organization transfers for administrative purposes; Product development and enhancement, where the processing enables The Standard to enhance, modify, personalize, or otherwise improve our Services and communications for the benefit of our visitors and guests, and to better understand how people interact with our Sites and Services; Fraud detection and prevention; Enhancement of our cybersecurity, including improving the security of our network and information systems; and General business operations and diligence. Provided that, in each circumstance, we will weigh the necessity of our processing for the purpose against your privacy and confidentiality interests, including taking into account your reasonable expectations, the impact of processing, and any safeguards which are or could be put in place. In all circumstances, we will limit such processing for our legitimate business interest to what is necessary for its purposes.

We disclose your Personal Information for a business purpose to the following categories of third parties: Our affiliates, both within and outside your jurisdiction; Owners and franchisees of properties operating under our family of trademarks and brands, who may use that information for the purposes disclosed in or consistent with the terms of this Privacy Policy, including without limitation those uses identified in the section above and to provide you with information or Services relating to those properties, as well as marketing information relating to their products, services, and other opportunities; New owner and/or manager of a hotel or other property previously operated under our family of trademarks and brands following a change in management or ownership of the hotel or other property; Strategic business partners who provide goods, services and offers that enhance your experience at our properties, or that we believe will be of interest to you; Third parties and commercial providers to whom you or your agents authorize us to disclose your Personal Information in connection with the Services we provide to you. Service providers and other third parties we use to support our business, including without limitation those performing core services related to the operation of our business and/or the Services, the operation of our properties, the provision of services at those properties, the processing and fulfillment of your reservations and requests, participation in and the administration of sweepstakes, contests and other promotions, and making certain functionalities available to our Users. We may disclose your Personal Information for legal reasons. Specifically, we will share Personal Information with companies, organizations or individuals outside of TASO Hospitality BVI, including legal advisors, consultants, insurers and insurance brokers, governmental authorities, arbitration institutions and courts if we have a good-faith belief that access, use, preservation or disclosure of the information is reasonably necessary to fulfill any purpose for which you provide it as described in this Privacy Policy; and to meet any applicable law, regulation, legal process or enforceable governmental request. We attempt to notify visitors and guests about legal demands for their Personal Information when appropriate in our judgment, unless prohibited by law or court order or when the request is an emergency. We may dispute such demands when we believe, in our discretion, that the requests are overbroad, vague or lack proper authority, but we have no obligation to do so.

We have centralized some of our data processing activities and, as a result, we may, directly or indirectly through our organization and affiliates, and through third-party entities around the world, process, store, and transfer the information you provide, including your Personal Information, as described in this Privacy Policy and in accordance with applicable data privacy laws. Your Personal Information may also be processed by staff operating outside of your jurisdiction who work for us or for one of the organizations outlined in this Privacy Policy in connection with the activities outlined in this Privacy Policy. By submitting your Personal Information using the Sites or Services, you understand and agree to this transfer, storing or processing.

You may have certain rights relating to your Personal Information under local data privacy and protection laws. Subject to applicable law, you may make requests regarding your Personal Information, such as deleting your Personal Information, correcting your Personal Information, and obtaining a copy of your Personal Information.