Privacy Notice

Last updated: September 2026

The White Swan Inn is operated by Buchanan 1983 Ltd (“The White Swan”, “we”, “us” or “our”). Buchanan 1983 Ltd is the data controller responsible for the personal information described in this notice.

We are committed to protecting your privacy. This notice explains what personal information we collect, how and why we use it, who we may share it with, how long we keep it and the rights available to you under the UK General Data Protection Regulation (“UK GDPR”) and the Data Protection Act 2018.

This notice applies when you stay with us, visit our restaurant or bar, make an enquiry or booking, buy a gift voucher, attend an event, use our website, subscribe to our marketing or apply to work with us.

Information we collect

Depending on how you interact with us, we may collect:

• Your name, title and contact details, including your postal address, telephone number and email address
• Booking information, including arrival and departure dates, room or table requirements, number of guests and booking history
• Payment and transaction information
• Information about other guests included within a reservation
• Preferences, requests and information you provide to help us prepare for your stay, meal or event
• Dietary, allergy, accessibility or health information where you choose to provide it
• Enquiries, correspondence, feedback, complaints and reviews
• Marketing preferences and records of your consent or unsubscribe request
• Gift voucher and event information
• Technical information collected when you use our website, such as your IP address, device and browser type, website activity and cookie preferences
• If you apply to work with us, information including your CV, employment history, qualifications, availability, references and any adjustments requested during recruitment

We ask that you do not provide more personal information than is necessary.

If you provide information about another person, such as another guest included in your reservation, you should make sure they understand that their information may be used as described in this notice.

Where we obtain your information

We usually collect information directly from you when you:

• Make a booking or enquiry
• Stay, dine or attend an event with us
• Contact us by telephone, email, through our website or on social media
• Subscribe to our marketing
• Buy or receive a gift voucher
• Apply for a role with us

We may also receive information from:

• Someone making a booking on your behalf
• Online travel agents, booking platforms and other booking partners
• Restaurant reservation and gift voucher providers
• Payment providers
• Recruitment agencies or referees
• Publicly available sources, where appropriate

How and why we use your information

We use personal information for the following purposes.

To respond to enquiries and manage bookings

We use your information to respond to enquiries, confirm and administer reservations, communicate with you before and after your visit and provide the services you have requested.

Our lawful basis is usually that the processing is necessary to enter into or perform a contract with you. We may also rely on our legitimate interests in responding to enquiries and operating our business.

To provide and personalise our services

We use booking details, preferences and requests to prepare for and provide your stay, meal, event or other service.

Our lawful basis is performance of our contract with you and our legitimate interests in providing good service.

If you give us information about allergies, disabilities, health or accessibility requirements, we use it only where necessary to meet your needs and keep you safe. Where this constitutes special-category information, we rely on your explicit consent where required or, in an emergency, the protection of vital interests.

To process payments and prevent fraud

We use payment and transaction information to take and administer payments, issue refunds, prevent fraud and maintain financial records.

Our lawful bases are performance of our contract, compliance with legal obligations and our legitimate interests in protecting our business.

Payment-card information is handled through approved payment systems and providers. We do not retain complete card details unless there is a lawful and necessary reason to do so.

To operate and improve our business

We may use information to manage our relationship with you, respond to feedback or complaints, improve our services, analyse business performance, protect our property and systems and train our team.

Our lawful basis is our legitimate interest in operating, safeguarding and improving The White Swan Inn.

Where practical, reporting and analysis use aggregated or anonymised information.

To meet legal and regulatory requirements

We may use and retain information to comply with legal obligations relating to matters such as accounting, taxation, licensing, employment, food safety, health and safety and the prevention or detection of crime.

Our lawful basis is compliance with our legal obligations.

To manage recruitment

If you apply to work with us, we use your information to assess your application, arrange interviews, obtain references and communicate with you about the recruitment process.

Our lawful bases are taking steps before entering into an employment contract, compliance with legal obligations and our legitimate interests in recruiting suitable employees.

We will ask for your consent if we wish to retain your details for possible future vacancies beyond the normal recruitment period.

Marketing

If you subscribe to our mailing list, we may send you news, offers, events and updates from The White Swan Inn.

We send electronic marketing where:

• You have given us consent; or
• The law allows us to contact an existing customer about our own similar services and we offered an opportunity to opt out when we collected their details.

You can unsubscribe at any time by selecting the unsubscribe link in an email or contacting us at welcome@white-swan.co.uk.

Withdrawing consent will not affect the lawfulness of any processing carried out before consent was withdrawn.

We may occasionally include offers from selected partners in our own communications, but we do not give those partners your contact details for their own marketing unless we have specifically told you and have an appropriate lawful basis.

We do not sell personal information.

Photography and video

From time to time, we may take photographs or video at The White Swan Inn, including during events, dining, celebrations and other activities at the property. Images or recordings may include guests, visitors, members of our team or other individuals.

We may use photographs and video for legitimate business purposes, including promoting The White Swan Inn, our services and events on our website, social media channels, advertising and other marketing materials.

Where individuals are deliberately photographed or filmed for promotional purposes, we will take appropriate steps to make them aware of this and, where appropriate, obtain their permission before using the material. We will take particular care when photographing or filming children.

We will not use photographs or video in a way that is misleading, defamatory or materially different from the purpose for which they were obtained.

If you do not wish to appear in promotional photography or video, please let a member of our team know. If you have concerns about an image or recording that we have published, please contact us using the details below and we will consider your request.

We retain photographs and video for as long as reasonably necessary for the purposes for which they were obtained, taking into account the continuing value of the material for our marketing and the rights and interests of the individuals shown.

Cookies and website information

Our website uses cookies and similar technologies to operate correctly, remember preferences, understand how visitors use the site and, where permission has been given, support advertising and marketing.

Non-essential cookies are only used in accordance with your cookie choices. You can review or change those choices through our cookie settings.

For more information about the cookies and services used on our website, please see our Cookie Policy.

Our website may contain links to external websites or booking services. Those organisations may act as separate data controllers and have their own privacy notices. We are not responsible for how an external website uses your information.

Who we share information with

Where necessary, we may share personal information with:

• Authorised members of The White Swan Inn team
• Room and restaurant booking platforms
• Online travel agents and booking partners
• Payment processors and banks
• Gift voucher and event service providers
• Email, website, hosting, analytics and advertising providers
• IT, security and business-support providers
• Accountants, auditors, insurers and professional advisers
• Recruitment, HR and payroll providers
• Government departments, regulators, courts, law-enforcement agencies or other authorities where required
• A prospective buyer or adviser in connection with a sale, reorganisation or transfer of the business

We only share the information reasonably required for the relevant purpose.

Where another organisation processes personal information on our behalf, it must handle that information securely and only in accordance with our instructions and the applicable data-protection law.

Some booking platforms and other service providers may act as separate data controllers. Their use of your information will also be governed by their own privacy notices.

International transfers

Some of the service providers we use may process information outside the United Kingdom.

Where personal information is transferred internationally, we take steps to ensure it receives an appropriate level of protection. This may include transferring information to a country recognised as providing adequate protection or using approved contractual safeguards.

You can contact us if you would like further information about the safeguards relevant to your information.

How long we keep information

We only retain personal information for as long as it is reasonably required for the purpose for which it was collected, including any legal, accounting, regulatory or reporting requirements.

Our usual retention periods include:

• General enquiries: normally up to 24 months after the last relevant communication
• Booking and guest profile information: retained for as long as reasonably necessary to manage our relationship with you, recognise returning guests, maintain appropriate business records and meet legal or regulatory requirements. We periodically review this information and delete or anonymise it when it is no longer required.
• Financial and transaction records: normally up to six years after the end of the relevant financial year
• Marketing information: until you unsubscribe or we determine that the information is no longer current or required
• Unsuccessful job applications: normally up to 12 months after the recruitment process, unless you ask us to delete the information sooner or agree to a longer period

Different retention periods may apply where information is connected to a complaint, legal claim, safeguarding concern or regulatory requirement.

When information is no longer required, it is securely deleted, anonymised or destroyed.

Security

We use appropriate organisational and technical measures to protect personal information from loss, misuse, unauthorised access, alteration or disclosure.

Access is restricted to employees and service providers who need the information for their work. Our measures include access controls, secure systems, staff guidance and procedures for handling suspected data breaches.

No method of transmitting or storing information is completely secure, but we regularly review the measures we use.

Automated decision-making

We do not use personal information to make decisions based solely on automated processing that have legal or similarly significant effects on you.

We may use website and booking information to measure audiences or make marketing more relevant, subject to your cookie and marketing choices.

Your rights

Depending on the circumstances and the lawful basis we rely upon, you may have the right to:

• Ask for access to the personal information we hold about you
• Ask us to correct inaccurate or incomplete information
• Ask us to delete your information
• Ask us to restrict how we use your information
• Object to our use of your information, including direct marketing
• Ask to receive certain information in a portable format or have it transferred to another organisation
• Withdraw consent at any time where we rely on consent
• Complain about how we use your information

These rights are not absolute and may not apply in every circumstance. For example, we may need to retain certain information to meet a legal obligation or establish, exercise or defend a legal claim.

We may need to confirm your identity before responding to a request. We normally respond within one month, although the law allows additional time in certain circumstances.

Your right to object

You have the right to object at any time to the use of your personal information for direct marketing. If you object, we will stop using your information for that purpose.

You may also object where we rely on legitimate interests. We will consider your objection and stop processing unless we have a compelling legitimate reason to continue or the information is required in connection with a legal claim.

Complaints

If you are concerned about how we have used your information, please contact us first so we have an opportunity to investigate and respond.

You also have the right to complain to the Information Commissioner’s Office:

Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF

Telephone: 0303 123 1113
Website: ico.org.uk

Contact us

If you have a question about this notice or would like to exercise one of your rights, please contact:

The White Swan Inn
Operated by Buchanan 1983 Ltd
Market Place
Pickering
North Yorkshire
YO18 7AA

Email: welcome@white-swan.co.uk
Telephone: 01751 472288

Changes to this notice

We may update this notice when our services, suppliers or legal responsibilities change. The latest version will always be published on this page with its date of revision.