Privacy Policy

What personal information do we ask for?

When you have searched for prices and availability and are ready to confirm your booking, we will ask for your name, your postal address and your fax number and e-mail address (if applicable). We'll also need your credit/debit card details (including card number, cardholder name and expiry date) in order to take payment and confirm the booking on-line. If you're paying by debit card we may also need to take the start date and issue number of the card.

We'll also ask you for your telephone number in case we need to contact you urgently regarding your booking. If you are unsuccessful in your purchase and have entered this information on the payment page, we may contact you via email or telephone to see if we can help.

How does Alton Towers Holidays use this personal information?

How does Alton Towers Holidays protect customer information?

All the information you give us is protected by a secure server. The secure server software SSL (Secure Socket Layers) encrypts all information you enter before it is sent to us. The information is only de-encrypted when it reaches our server. You can tell our site is secure, as a small locked padlock will appear in the bottom left of your browser to show that you can safely send credit card details through our site. Another indicator is that our secure pages will not display a 'security alert' message.

We also have a Firewall (security software) in place to protect our internal information from the Internet.

Does the Alton Towers Holidays site use cookies?

How we use cookies

Holiday Extras uses temporary cookies (small text files stored on a user's device such as a computer or mobile phone). We use them to identify you in a coded form, not using your personal information, to enhance the experience when you browse the site and improve the way it works.

Can we use them?

We need your permission to use cookies and will take your continued use as permission. You may delete and block all cookies from our site by changing your browser settings, but, this will affect the functionality of our website and you may not be able to access all or parts of the site.

Cookies for web metrics

We make use of a number of web analytic tools, which tell us how people use this site. They use cookies to see how often people visit the site, how long they stay, and which pages they use. We use this information to make it easier to get what you want from our site.

Cookies from social networks

We make it as easy as possible to share content and to see what content is popular on the social networks we use, so we include recommendations from popular social networks to allow people to easily share information.

When we include social 'plugins', those sites can use cookies. They can't read our cookies and we can't read theirs. The cookies they set allow them to monitor use but also lets them know whether you're logged in. For example, if you're logged in to Facebook, read a post by Holiday Extras and want to make a comment, you can do that straight away without having to log in again - we never know whether you're logged in or not, as you communicate directly with Facebook, through their plugins on our site.

Cookies for Content

If we include content from other sites, such as YouTube videos, they may use cookies to track how people are using their site.

Personal Interaction Cookies

If you complete forms on our site or answer questions about your trip we may use cookies so that we can auto-fill these details if you were to browse around the site. We may also place a cookie on your machine when you have provided your email address (provided you have opted to receive communications from us) so that next time you visit, we can send a link directly to your email to prevent you from having to complete all the details again.

Third Party Cookies

We use cookies to facilitate your feedback and support, by monitoring the frequency and timing of visits via our Kampyle feedback tool. We use cookies to track and assign user journeys to ensure we are able to respond to user feedback requests. These other sites cannot read our cookies and we cannot read theirs.

Cookies for Logging In

Travel Agents that work with us log in to our booking system and when they do we use cookies to identify them and track their bookings.

More Information

For more detailed information about cookies please visit

Contact Us

If you have any questions or comments about the use of cookies on the Alton Towers Holidays website please contact:

Customer Relations Department,
Holiday Extras,
Apple Barn,
Kent, TN25 6SS

Will Alton Towers Holidays disclose any of this personal information to third parties?

Alton Towers Holidays will only disclose your name and booking details to our suppliers (see above) for operational purposes.

We may disclose your name, email address and telephone number if you are enquiring about visiting for the day & Theme Park only enquiries which Alton Towers Holidays are unable to deal with.

We will not pass on your details to companies outside of Holiday Extras Group or Merlin Entertainments for any marketing purposes.

We won't disclose credit/debit card numbers unless we believe in good faith that the law requires it.

Will Alton Towers Holidays use the information I give for direct marketing?

By making a booking you are automatically opted in to our database. You can unsubscribe at any time. We'll only send you details of products offered by the Merlin Entertainments Group. By choosing to opt out of receiving our promotional emails you will still be sent transactional messages regarding your recent order and important notifications of a non-sales nature that may be beneficial. For example if you have made a booking, but severe weather closes the Park, we will be in touch to notify you of such incidences.

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