We collect personal data from you in a variety of ways and for a number of purposes. The types of personal data we collect depend on how you interact with HOPS, including through our website, applications, marketing activities, and customer support channels. Below we outline the specific categories of data collected across each interaction type.

Browsing the Website

When you visit our website, we automatically collect certain information about your device and browsing activity. This includes your IP address, browser type, operating system, referring URLs, pages viewed, links clicked, and the date and time of your visit. We use this information to analyse trends, administer the site, track user movements around the site, and gather broad demographic information for aggregate use to improve our website and services.

Requesting a Demo

When you request a demo of our platform, we collect your name, email address, phone number, company name, job title, and any additional information you choose to provide in the enquiry form. We use this information to contact you about your demo request, to understand your business needs, and to provide you with relevant information about our products and services. Your data may also be used for follow-up communications related to the demo.

Subscribing to Newsletters

When you subscribe to our newsletter or marketing communications, we collect your name and email address. We use this information to send you updates about our products, services, industry news, and promotional offers. You may unsubscribe from these communications at any time by clicking the unsubscribe link in any email we send you or by contacting us directly.

Using the App

When you use the HOPS application, we collect personal data necessary to provide our services, including your name, email address, account credentials, business information, inventory data, financial records, and usage data. We process this data to deliver and improve our services, provide customer support, ensure the security of your account, and comply with our contractual obligations to you. We may also collect device information, log data, and performance analytics to improve app stability and user experience.

Attending Marketing Events

When you attend events hosted or sponsored by HOPS, such as webinars, trade shows, or conferences, we may collect your name, email address, company name, job title, and any other information you provide during registration or at the event. We use this information to manage event logistics, send you event-related communications, and follow up with you regarding our products and services after the event.

Service Providers and Suppliers

If you are a service provider or supplier to HOPS, we collect business contact information such as your name, email address, phone number, company name, and role. We use this data to manage our business relationship with you, process payments, communicate regarding services, and fulfil our contractual obligations. This data is retained for the duration of our business relationship and as required by applicable law.

Social Media and Editorial Content

When you interact with HOPS on social media platforms such as LinkedIn, Twitter, or Instagram, we may collect information that you make publicly available, including your name, role, profile picture, photographs, quotations and the content of your interactions. We use this information to respond to enquiries, engage with our community and, where we have permission or another lawful basis, publish genuine customer, partner and team stories across our website and marketing channels.

We process this information with consent, to fulfil an agreement, or where it is necessary for our legitimate interests in explaining our services and sharing relevant hospitality experience. You may object to this use or ask us to correct or remove editorial content by contacting info@hopshq.com. Social media platforms also operate under their own privacy policies.

When someone applies to join or participates in the Hops Referral Programme, we may collect their identity and contact details, organisation and role, relationship with Hops, application information, programme membership, reward preferences and communications with us.

We also retain evidence of programme terms acceptance, authentication and security records, submitted referrals, referral progress, relevant CRM links, reward eligibility and fulfilment, and any consent given for an international reseller handoff.

When a business is referred to Hops, we may receive business contact information about that organisation and its representatives from the referrer. This may include names, roles, work contact details, business information and the reason the referrer believes Hops may be relevant. Referrers are required to have permission to share these business contact details with us.

We use this information to:

• Review applications and administer programme membership.
• Authenticate participants and protect programme accounts.
• Review, manage and respond to referrals.
• Contact referred businesses about the introduction.
• Identify duplicates, existing opportunities, ownership conflicts, misuse or fraud.
• Connect accepted referrals with our sales and CRM processes.
• Determine, approve and fulfil eligible rewards.
• Send security and programme-administration communications.
• Review international enquiries and manage approved reseller handoffs.
• Maintain appropriate legal, financial, security and dispute-resolution records.

Depending on the circumstances, we process this information to take steps at an applicant's request, to administer the programme terms, to comply with legal obligations, with consent, or because it is necessary for our legitimate interests in operating and protecting the programme and developing our business.

We may share relevant information with technology, hosting, authentication, email, CRM and reward-fulfilment providers acting on our behalf. We may also share information with professional advisers, regulators or authorities where legally required.

For an international referral, Hops may identify a relevant local reseller. We will not share the referral with that reseller unless the referrer has been told who the reseller is, has explicitly consented to the sharing, and Hops has approved the handoff. Any local recommendation or reward arrangement is operated by the reseller and is not guaranteed or administered by Hops.

Where this involves transferring personal information outside the United Kingdom, the international-transfer safeguards described elsewhere in this policy will apply.

We retain Referral Programme information only for as long as reasonably necessary for programme administration, account and security protection, fraud prevention, reward and financial records, legal obligations and potential disputes. Information is deleted, anonymised or restricted when it is no longer required.

HOPS takes the security of your personal data seriously. We implement appropriate technical and organisational measures to protect your personal information against unauthorised access, alteration, disclosure, or destruction. These measures include encryption of data in transit and at rest, regular security assessments, access controls, and employee training on data protection best practices.

While we strive to use commercially acceptable means to protect your personal data, no method of transmission over the internet or method of electronic storage is 100% secure. Therefore, while we endeavour to protect your personal information, we cannot guarantee its absolute security. In the event of a data breach that may affect your rights and freedoms, we will notify you and the relevant supervisory authorities in accordance with applicable data protection laws.

HOPS does not sell your personal data to third parties. We may share your personal information in the following circumstances:

• Service Providers: We may share your data with trusted third-party service providers who assist us in operating our website, conducting our business, or providing services to you, such as hosting providers, payment processors, email service providers, and analytics platforms. These providers are contractually obligated to protect your data and may only use it for the purposes we specify.
• Legal Requirements: We may disclose your personal data if required to do so by law or in response to valid requests by public authorities, such as a court order, subpoena, or government investigation.
• Business Transfers: In the event of a merger, acquisition, reorganisation, bankruptcy, or other similar event, your personal data may be transferred as part of the transaction. We will notify you of any change in ownership or uses of your personal information.
• With Your Consent: We may share your data with third parties when you have given us explicit consent to do so.

HOPS HQ Limited is registered in England and Wales under company number 12588164. Its registered office is Eposability, The Maylands Building, Maylands Avenue, Hemel Hempstead Industrial Estate, Hemel Hempstead, England, HP2 7TG. HOPS HQ Limited is the controller of personal data covered by this policy.

If we transfer your personal data outside the United Kingdom, we will use an applicable lawful transfer mechanism and appropriate safeguards under UK data protection law. These may include UK adequacy regulations, the International Data Transfer Agreement or the UK Addendum to the European Commission's Standard Contractual Clauses. You may request information about the safeguards in place by contacting us using the details below.

Under applicable data protection laws, including the UK GDPR and the Data Protection Act 2018, you have certain rights regarding your personal data. These rights include:

• Right of Access: You have the right to request a copy of the personal data we hold about you.
• Right to Rectification: You have the right to request that we correct any inaccurate or incomplete personal data we hold about you.
• Right to Erasure: You have the right to request that we delete your personal data, subject to certain legal exceptions.
• Right to Restrict Processing: You have the right to request that we restrict the processing of your personal data in certain circumstances.
• Right to Data Portability: You have the right to receive your personal data in a structured, commonly used, and machine-readable format and to transmit it to another controller.
• Right to Object: You have the right to object to the processing of your personal data for direct marketing purposes or where we process your data based on legitimate interests.

To exercise any of these rights or to delete your account, please contact us at info@hopshq.com. We will respond without undue delay and normally within one month. We may need to retain certain information for legal or legitimate business purposes, even after account deletion.

The HOPS website and services are not directed to individuals under the age of eighteen (18). We do not knowingly collect personal data from children. If you are a parent or guardian and you are aware that your child has provided us with personal data, please contact us immediately at info@hopshq.com. If we become aware that we have collected personal data from a child without verification of parental consent, we will take steps to remove that information from our servers as promptly as possible.

HOPS follows standard procedures for using log files. These files log visitors when they visit websites. The information collected by log files includes internet protocol (IP) addresses, browser type, Internet Service Provider (ISP), date and time stamps, referring and exit pages, and the number of clicks. This information is not linked to any personally identifiable information.

The purpose of collecting this information is for analysing trends, administering the site, tracking user movement on the website, and gathering demographic information. We retain log file data for a reasonable period to fulfil the purposes outlined above and then securely delete or anonymise it.

We use third-party analytics tools, including Google Analytics, to help us understand how visitors use our website. These tools collect information about your use of the Site, including your IP address, browser type, pages visited, time spent on pages, and other engagement metrics. This information is used to compile reports and help us improve the Site.

You can opt out of Google Analytics by installing the Google Analytics Opt-Out Browser Add-on. We may also use other analytics and tracking technologies from time to time. For more information about the specific tools we use and how to opt out, please contact us at info@hopshq.com. We review our use of analytics tools periodically to ensure they comply with applicable data protection laws.