Personal Information We Collect
We collect personal information at every guest interaction or touch point. In conducting our business, we may collect the following personal information:
▪ mailing address
▪ billing address
▪ email address
▪ phone number
▪ information related to your reservation, stay or visit
▪ country of residence
▪ travel history
▪ payment information, such as your payment card number and other card information, as well as authentication information and other billing and account details associated with mobile billing
▪ participation in a membership or loyalty program
▪ participation in a contest, sweepstakes, or marketing program (even if you do not stay at our hotel)
▪ guest preferences
▪ marketing and communication preferences
▪ information about vehicles you may bring onto our property
▪ airline reservations
▪ rental car reservations
▪ groups with which you are associated for stays at our hotel
other types of information that you choose to provide to us or that we may obtain about you
We may ask for details on joint travelers, including their names, and the age of the driver of the rental car. We may also collect information related to conversations, including recording or monitoring customer service calls for quality assurance and training purposes, and other communications such as in-application messages and SMS.
In addition, we collect other personal information in the following certain cases:
We collect additional personal information during the registration/check-in process, including such information as may be required by law. We also use closed circuit television and other security measures at our property that may capture or record images of guests and visitors in public areas, as well as information related to your location while on our property. We may also use closed-circuit television and other technologies that record sound or video for the protection of our staff, guests and visitors at our property where permitted by law. In addition, we may collect personal information in connection with our on-property services, such as concierge services, the fitness center, the spa, child care services, activities, equipment rental, and our mobile application.
We would like our Site visitors to feel confident about using the Site to plan and purchase their accommodations, so Hotel is committed to protecting the information we collect. Hotel has implemented a security program to keep information that is stored in our systems protected from unauthorized access.
Our Site is hosted in a secure environment. The Site servers/systems are configured with data encryption, or scrambling, technologies, and industry-standard firewalls. When you enter personal information during the reservation process, or during a customer email sign-up, your data is protected by Secure Socket Layer (SSL) technology to ensure safe transmission.
If you choose to participate in any of our sponsored social media activities or offerings, we may collect certain information from your social media account consistent with your settings within the social media service, such as location, status updates, photos, activities, interests, check-ins, and friends list. We may also allow you to enter into contests to provide photos, such as of your stay with us, which you may share with your connections on social media for votes, shared offers or other promotions.
In addition to the information we collect from you directly, we may also infer information about you based on the information you provide to us or from Other Information we collect.
Personal Information We Collect From Third Parties
We may also collect information about you from third parties, such as:
▪ our payment card partners and Leaders Club membership partner, The Leading Hotels of the World; and
▪ from other third-party sources that are lawfully entitled to share your data with us.
Use Of Personal Information Collected About You
We use your personal information with your consent to manage our contractual relationship with you and/or because we have a legitimate interest to do so. Such use includes the following:
▪ To provide the services you request.
Such services may include:
▪ To facilitate reservations, payment, send administrative information, confirmations or pre-arrival messages, to assist you with meetings and events and to provide you with other information about the area and our hotel.
▪ To complete your reservation and stay, for example, to process your payment, ensure that your room is available and provide you with related customer service.
▪ To support our electronic receipt (eFolio) program. When you provide an email address in making a reservation, we use that email address to send you a copy of your bill. If you make a reservation for another person using your email address, that person's bill will be emailed to you as well. You can opt out of receiving your bill via email and instead receive a paper copy by contacting the front desk.
In addition, we will use your personal information to comply with a legal obligation.
▪ To personalize the services according to your personal preferences.
We believe such personalization improves your experiences and this occurs when you contact us, visit our property or use our website, to customize your experience according to your personal preferences and desires and we present to you offers tailored to your personal preferences and desires.
▪ To communicate with you about products and services according to your personal preferences.
We may send you marketing communications and promotional offers, as well as periodic customer satisfaction, market research or quality assurance surveys.
▪ To allow you to participate in sweepstakes, activities, events and promotions.
We may also use your personal information to administer these activities. However, some of these activities may have additional rules and may contain additional information about how we use and disclose your personal information. We suggest that you read any such rules carefully.
▪ For specific business purposes.
We may use your personal information for data analysis, audits, security and fraud monitoring and prevention (including with the use of closed circuit television, card keys, and other security systems), developing new products and services, enhancing, improving or modifying our current services, identifying usage trends, determining the effectiveness of our promotional campaigns and operating and expanding our business activities.
Use Of Your Personal Information
In order to offer you the highest level of hospitality and services, we may share your personal information as follows:
▪ Electronic Billing Program
If you receive an eFolio by email, a summary detailing the products and services provided to you during your stay may be shared with the payment card provider and, if you participate in a corporate billing program and use a corporate payment card, the payment card provider may share that summary with your employer. The privacy policies of your employer, the relevant payment card provider and card issuer apply once we have transferred your information.
▪ Group Events or Meetings
If you visit The Biltmore Hotel as part of a group event or meeting, information collected for meeting and event planning may be shared with the organizers of those meetings and events, and, where appropriate, guests who organize or participate in the meeting or event.
▪ Business Partners
We may partner with other companies to provide you with products, services, or offers based upon your experiences at our property and may share your information with our business partners accordingly. For example, we may help to arrange rental cars or other services from our business partners, and share personal information with our business partners in order to provide those services. If you are a Leaders Club member, we may share your personal information with our business partner, The Leading Hotels of the World, in order to credit you with the benefits earned through your participation in such membership program. We may also share your personal information, such as your email address, with our corporate travel partners to help them assess compliance with travel policies or participation in special rate plans or to engage in co-branded marketing with our corporate travel partners. We may also work with third parties, such as our payment card partners, to allow us and our partners to deliver advertisements to our shared customers. Our partners may be able to provide more relevant offers to you based upon information that we share about your experiences at our property. Additionally, we may allow third-party partners to recognize you when you visit that partner’s website or application, or to recognize you as one of their customers when you visit our website or mobile application so that they may provide more relevant offers to you. We may share a hashed version of your email address with third parties using available security measures that may match it with their own hashed versions of email addresses so that they can send online and email advertisements to you on our behalf.
▪ Co-Sponsors of Promotions
We may co-sponsor promotions, sweepstakes, prize draws, competitions or contests with other companies, and provide prizes for sweepstakes and contests sponsored by other companies. If you enter one of these sweepstakes or contests, we may share your information with the co-sponsor or third-party sponsor.
▪ On-property Services
We may share personal information with third-party providers of on-property services such as concierge services, spa treatments, golf, or dining experiences.
▪ Service Providers
We may rely on third parties to provide services and products on our behalf and may share your personal information with them as appropriate. Generally, our service providers are contractually obligated to protect your personal information and may not otherwise use or share your personal information, except as may be required by law. However, our fraud detection service providers may use, but not share, your personal information for fraud detection purposes. We may use service providers to communicate news and deliver promotional and transactional materials to you on our behalf, including personalized online and mobile advertising in accordance with your preferences and applicable law. We will only work with parties that offer a method to opt-out of such advertising. We may also share information with service providers to allow you to create itineraries by selecting sites, activities and restaurants from lists that we have personalized for you based on your preferences and third-party data.
If you stay at our hotel and/or are a Leaders Club member, we may share your telephone number with our telemarketing firms for purposes of telemarketing in accordance with your preferences and applicable law. We may also receive your telephone number from our partners or from other sources, which we may use for telemarketing purposes.
When you visit and interact with our website and mobile application, we collect other information that does not directly identify you about your use of the site, such as a catalog of the site pages you visit, and the number of visits to our sites (“Other Information”). We use Other Information, as well as data received from third parties, to deliver you email, online and mobile advertisements. We may also use Other Information to allow third-party partners to recognize you as a Leaders Club member when you visit the partner’s website or application, or to recognize you as one of their customers when you visit our website or mobile application so that they may provide more relevant offers to you.
We collect Other Information in a variety of ways:
▪ Your browser or device.
We collect certain data through your browser or automatically through your device, such as your Media Access Control (MAC) address, computer type, screen resolution, operating system name and version, device manufacturer and model, language, and internet browser type. We use this data to ensure that our website and mobile application is functioning properly.
▪ Your use of our mobile application.
We collect certain data when you download and use our mobile application, such as usage data, the date and time the application on your device accesses our servers and what data and files have been downloaded to the application based on your device number.