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Last updated: June 1st, 2026
This Privacy Policy explains how PrivateUpgrades collects, uses, shares, and protects personal data when you visit our website, create a membership, search hotels, make a booking, communicate with our service team, or use our hotel booking services.
PrivateUpgrades is operated by Deluxetargets, Alte Haslenstrasse 5, 9053 Teufen, Switzerland. For privacy-related questions, please contact info@privateupgrades.com.
PrivateUpgrades is a luxury hotel booking and membership platform. We help members book selected hotels and receive preferred benefits, hotel offers, and service support related to their hotel stays.
PrivateUpgrades acts as an intermediary between members and hotels or hotel suppliers. The hotel stay itself is provided by the booked hotel.
When you visit the website, we may automatically collect certain information about your device and website use. This may include your browser type, IP address, time zone, device information, pages viewed, referral source, date and time of visit, cookie identifiers, and information about how you interact with the website.
When you create a membership, make a booking, attempt to make a booking, contact our team, or request support, we may collect information you provide to us. This may include your name, email address, phone number, country of residence, membership details, login details, communication history, booking history, hotel preferences, special requests, loyalty program information, travel dates, guest names, number of guests, ages of children, arrival information, and information needed to support your hotel stay.
When we refer to “Personal Information” in this Privacy Policy, we mean both information collected through the website and information provided by members or guests in connection with membership, bookings, support, and hotel stays.
When you create a PrivateUpgrades membership, we process the information needed to create and manage your account, provide access to member benefits, show hotel offers, support bookings, communicate with you, and protect the quality and security of the membership.
We may also process membership activity, including hotel searches, booking enquiries, confirmed bookings, cancellations, cancellation ratio, no-shows, account restrictions, misuse checks, and communication with our service team.
When you make or request a hotel booking, we process the information needed to arrange, confirm, manage, and support the booking.
This may include guest names, stay dates, hotel name, room category, rate information, cancellation policy, number of adults, number of children, children’s ages, special requests, preferences, arrival details, loyalty information, VIP notes, booking confirmation details, and communication with the hotel or hotel supplier.
Booking Information may also include hotel confirmation numbers, hotel supplier references, Global Distribution System references, hotel loyalty numbers, loyalty account identifiers, and information needed for a booking to appear in a hotel loyalty account, hotel website, or hotel app where supported by the hotel or hotel group.
Members are responsible for providing accurate guest and booking information. Incorrect information may affect the booking, benefits, room occupancy, check-in, hotel charges, or the hotel’s ability to provide the stay.
If a member makes a booking for another guest, the member is responsible for ensuring that they are authorized to provide that guest’s Personal Information to PrivateUpgrades and that the guest is informed that their data may be processed for the booking and hotel stay.
If a booking includes guests who do not have a PrivateUpgrades membership account, we may process limited Personal Information about those guests where necessary to arrange, confirm, support, or manage the hotel booking and related benefits.
PrivateUpgrades does not charge the member’s credit card for hotel stays. Payments, deposits, pre-authorizations, cancellation fees, no-show fees, and local hotel charges are handled by the hotel or the responsible hotel supplier according to the booking conditions.
Where payment card details are required to guarantee or pay for a booking, they are transmitted securely to the hotel, hotel supplier, booking system, Global Distribution System, or payment provider involved in the booking process.
PrivateUpgrades does not store full credit card details and has no access to full card data.
We use Personal Information to provide and improve our website, membership, hotel booking services, member benefits, service support, hotel communication, and customer communication.
In particular, we may use Personal Information to create and manage memberships, process hotel searches and bookings, communicate with hotels and suppliers, support VIP benefits, respond to enquiries, provide service support during a stay, send booking confirmations, manage cancellations, prevent misuse, protect our systems, comply with legal obligations, and communicate important updates.
We may also use Personal Information to send newsletters, hotel offers, travel inspiration, marketing communications, and service updates, where permitted by applicable law and the member’s communication choices.
We process Personal Information where it is necessary to provide the membership, website, hotel search, hotel booking services, hotel communication, and service support requested by the member.
We may process Personal Information where it is necessary to comply with legal, accounting, tax, security, or regulatory obligations.
We process certain Personal Information based on our legitimate interests in operating, improving, securing, and protecting PrivateUpgrades, preventing misuse and fraud, maintaining hotel relationships, resolving disputes, recovering unpaid amounts, and enforcing our Terms and Conditions.
Where required, we rely on consent, for example for certain marketing communications, newsletter preferences, cookies, analytics, advertising, or tracking technologies.
To arrange and support hotel bookings, we may share necessary Personal Information with hotels, hotel groups, hotel suppliers, booking systems, Global Distribution Systems, technology providers, payment providers, service providers, email service providers, and other partners involved in the booking or service process.
This may include guest names, contact details, stay dates, room details, special requests, arrival information, loyalty program information, VIP notes, hotel confirmation details, supplier references, preferences, and other information relevant to the booked hotel stay.
Hotels and hotel suppliers may process this information under their own privacy policies and legal obligations. Members may also be asked to provide additional information directly to the hotel before or during the stay.
We may also share Personal Information where required to comply with applicable laws and regulations, respond to lawful requests, protect our rights, prevent fraud, enforce our Terms and Conditions, or protect PrivateUpgrades, hotels, partners, members, or guests.
Where necessary and legally permitted, we may share relevant booking, guest, contact, stay, account, payment-status, or communication information with hotels, hotel suppliers, legal advisors, collection or enforcement partners, or other responsible parties in connection with unpaid hotel charges, no-shows, misuse, fraud, legal claims, or enforcement of booking conditions.
We may receive Personal Information from hotels, hotel groups, suppliers, booking systems, Global Distribution Systems, payment providers, or service partners where this is necessary to confirm, manage, support, change, or resolve a booking.
This may include booking status, payment status, cancellation information, no-show information, benefit confirmation, guest preferences, hotel confirmation numbers, hotel notes, loyalty-related information, or stay-related communication.
We may review account activity, searches, booking behavior, cancellations, no-shows, duplicate accounts, and other usage patterns to protect the quality of the membership, prevent fraud, detect misuse, maintain hotel relationships, and enforce our Terms and Conditions.
Where account restrictions, suspensions, or closures are considered, PrivateUpgrades may review relevant account and booking information before taking action.
We may process and retain Personal Information where necessary to prevent fraud, detect misuse, investigate suspicious activity, protect our website and membership, enforce our Terms and Conditions, recover unpaid amounts, respond to legal claims, or protect the rights of PrivateUpgrades, hotels, partners, members, or guests.
This may include processing and sharing relevant information in connection with no-shows, unpaid hotel charges, chargebacks, fake bookings, duplicate accounts, previously restricted members, abusive conduct, misuse of benefits, or attempts to circumvent membership restrictions, where necessary and legally permitted.
Members should only provide sensitive information where it is necessary for the booking, hotel stay, special request, safety, dietary requirement, or accessibility need. Where such information is provided, we may share it with the hotel or relevant service partner only as needed to support the stay or request.
We use cookies and similar technologies to operate the website, remember preferences, analyze website usage, improve performance, personalize content, measure marketing effectiveness, and support advertising where permitted.
Details about cookies, analytics tools, tracking technologies, consent choices, cookie categories, and third-party tools are provided in the cookie information section below, which is managed through CookieFirst.
By creating a PrivateUpgrades membership, members agree to receive PrivateUpgrades newsletters, hotel offers, travel inspiration, service updates, and marketing communications as part of the membership signup.
We may use newsletter and email service providers, including ActiveCampaign, to send and manage newsletters, marketing communications, service updates, and related email communications.
Members may unsubscribe from marketing newsletters at any time by using the unsubscribe link in the email or by changing the newsletter settings in their member profile.
Unsubscribing from marketing communications does not affect necessary service communications related to bookings, membership administration, cancellations, account status, legal notices, security, or important service updates.
We may contact members by email or other communication channels for booking confirmations, hotel stay support, benefit communication, membership administration, cancellation notices, account security, legal notices, service updates, and other important operational matters.
Members are responsible for keeping their contact details up to date and checking relevant communications from PrivateUpgrades.
PrivateUpgrades works with hotels, hotel groups, suppliers, technology providers, email service providers, and service partners in different countries. Personal Information may therefore be processed or transferred outside Switzerland, the European Economic Area, or the member’s country of residence.
Where required, we take appropriate steps to protect Personal Information when it is transferred internationally, including through contractual safeguards, data protection obligations, supplier reviews, or other legally recognized mechanisms.
We retain Personal Information for as long as necessary to provide the membership, manage bookings, support hotel stays, communicate with members, comply with legal obligations, resolve disputes, prevent misuse, protect our rights, and maintain business records.
Some information may be retained after account closure where required for tax, accounting, legal, fraud prevention, dispute resolution, booking history, unpaid hotel charges, no-show follow-up, chargebacks, or legitimate business purposes.
We use reasonable technical and organizational measures to protect Personal Information against unauthorized access, loss, misuse, alteration, or disclosure.
However, no website, system, transmission, or storage method is completely secure. Members are responsible for keeping their login details confidential and informing us if they suspect unauthorized account access.
Depending on the applicable law, you may have the right to request access to your Personal Information, correction of inaccurate information, deletion of information, restriction of processing, objection to processing, data portability, or withdrawal of consent.
You may also have the right to object to certain marketing communications or unsubscribe from newsletters at any time.
To exercise your rights, please contact info@privateupgrades.com. We may need to verify your identity before processing certain requests.
Some requests may be limited where we need to retain information for legal obligations, booking records, fraud prevention, dispute resolution, unpaid hotel charges, no-show follow-up, chargebacks, security, or legitimate business purposes.
Depending on your location, you may also have the right to lodge a complaint with a competent data protection authority, including the Swiss Federal Data Protection and Information Commissioner where applicable.
The website and PrivateUpgrades membership are not intended for individuals under the age of 18.
Children may be included as guests in hotel bookings. In such cases, we may process limited information, such as the child’s name, age, or stay details, where needed for room occupancy, hotel policy, pricing, benefits, or special requests.
If a member publishes a review, testimonial, rating, photo, tag, or comment about PrivateUpgrades on public platforms, we may refer to, quote, repost, or share that publicly available content for marketing, communication, or reputation purposes, unless the member asks us not to do so.
We will not present private communications as public testimonials without permission.
Our website may contain links to third-party websites, hotels, partners, or external services. PrivateUpgrades is not responsible for the privacy practices, content, or security of such third-party websites or services.
If PrivateUpgrades or its business is reorganized, transferred, merged, sold, or otherwise changed, Personal Information may be transferred as part of that transaction, subject to applicable data protection laws.
We may update this Privacy Policy from time to time to reflect changes to our practices, technology, legal obligations, or services. The updated version will be published on the PrivateUpgrades website with a revised update date.
If this Privacy Policy is translated into another language, the English version shall prevail in case of conflict, unless mandatory law requires otherwise.
For privacy-related questions, requests, or complaints, please contact:
PrivateUpgrades
Operated by Deluxetargets
Alte Haslenstrasse 5
9053 Teufen
Switzerland
Email: info@privateupgrades.com
The cookie information below is provided through CookieFirst and explains cookies, categories, consent settings, and related tracking technologies used on this website.
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