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Privacy Policy
The 1st Option Privacy Pledge. We understand that making purchases online involves a great deal of trust on your part; we take this trust very seriously, and make it our highest priority to ensure the security and confidentiality of the personally identifiable information ("PII") you provide us. (PII includes information that can be linked to a specific individual, such as name, address, phone number, or e-mail address.) As a visitor to 1st Option Website, www.1stOption.co.uk, you have the right to understand our information privacy practices prior to providing 1st Option with any of your PII.
 
What information we collect ?
1st Option only collects PII that you voluntarily provide to us.
 
How we use your information ?
1st Option uses your PII only for the purpose of responding to and fulfilling your requests for 1st Option travel products and services.
 
Who we share your information with ?
1st Option will only share your PII with our authorised travel service providers, and only as necessary in order to complete a transaction that you specifically request. 1st Option does not sell or rent your PII to anyone.
 
How you can control the use of your information ?
1st Option provides you with choice and control over the collection and use of your PII, as well as a means of updating, correcting, or removing any PII stored in your customer profile.
 
How you can decide what marketing communications you'll receive?
1st Option provides you with the opportunity to specifically choose the promotional marketing communications you wish to receive from 1st Option. If you choose not to receive any of the promotional e-mail services that 1st Option provides, then 1st Option will only send you e-mail that relates to a specific travel purchase you have made on 1st Option.
 
How we protect your information ?
To ensure the confidentiality of your PII, 1st Option uses leading security technology and procedures.

By providing you with this Privacy Statement, 1st Option is pledging our continued commitment to protecting the information you provide us.
 
1st Option Privacy Statement
This 1st Option Privacy Statement discloses the information privacy practices for 1st Option's Website, www.1stOption.co.uk. The 1st Option Website are intended for use by residents of the UK that are over 18 years of age.
 
Information collected about you
1st Option collects personally identifiable information ("PII") about you that you specifically and voluntarily provide. PII includes information that can identify you as a specific individual, such as your name, phone number, or e-mail address. Although you are required to register as a member of 1st Option in order to use selected travel planning tools, and some PII is needed in order to process and fulfill travel requests, many areas of 1st Option can be accessed without providing any PII.

On all 1st Option pages that collect PII, we specifically describe what information is required in order to provide you with the product or service you have requested.

At present, 1st Option, centralizes its records of PII for all 1st Option operations, including 1st Option, in the United Kingdom. As a consequence 1st Option, Limited. may perform some of its data processing of your PII outside of the United Kingdom, for example in the INDIA. To do this, 1st Option may transfer your PII internationally to other countries including the India. Some of the countries may have laws that protect your PII and some may not. 1st Option will protect your PII no matter where we process or store your data by following this privacy statement. By becoming a member of 1st Option you give your consent to this transfer of your PII.
 
1st Option collects PII when you:
  Become an 1st Option member
  Complete a traveller profile
  Purchase travel
  Use the Travel Arranger service
  Participate in a survey, contest, or sweepstakes
  Contact 1st Option
 
Member information
1st Option collects your Member ID, password, and e-mail address when you register to become a member of our Web site.
 
Traveller profile information

1st Option collects the full name and contact number for a traveller when a travel reservation is made. We may also collect information about each traveller's preferences, including meal requests, seat selection, *frequent flyer/hotel/car hire programmes and membership numbers, and ticketing options. This information is stored in the My Profile area of a member's 1st Option account.

When someone other than yourself is accompanying you on travel purchased through 1st Option, we may collect PII and travel preferences about that individual. You should obtain the consent of other individuals prior to providing 1st Option with their full names, contact numbers, and travel preferences, as they will be unable to directly access our systems to view or change any information you provide on their behalf.

 
Travel purchase information
1st Option collects the billing address of the credit card that is used to purchase travel. We will also collect credit card information, including card number, card type, cardholder name, and expiry date, in order to bill you for travel purchased through 1st Option. Please view our Credit Card Guarantee for additional information on 1st Option’s commitment to protecting your credit card security.
 
Travel Arranger information
1st Option offers you the ability to authorise others to make and purchase travel arrangements on your behalf and allows you to become an authorised Travel Arranger for other 1st Option members. If you elect to participate in this service, 1st Option will collect the e-mail address of the person you are authorising to make travel arrangements on your behalf or for whom you are requesting authorisation to make travel arrangements.
 
Surveys, contests, and sweepstakes information
Occasionally, 1st Option may offer our members and site visitors an opportunity to participate in a survey, contest, or sweepstakes. Information collected by 1st Option when you participate in a survey, contest, or sweepstakes may include your full name, e-mail address, and street address.
 
Contacting 1st Option
1st Option collects PII such as your full name, Member ID, e-mail address, and/or contact number whenever you submit a question or suggestion, or request assistance with viewing your itinerary, logging on to 1st Option, or accessing your account.
 
Our partners

1st Option has partnered with reputable third parties to offer our members and site visitors a variety of products and services. All travel services throughout 1st Option that are provided by a third-party partner are described as such. Although we only work with reputable third parties, our business partners may have different privacy policies and practices than 1st Option. We encourage you to review our business partners' privacy policies to further understand their procedures for collecting, using, and disclosing your information.

 
Other information we collect
Some information is collected automatically every time you visit 1st Option. 1st Option collects information about your computer and assigns you a "cookie" (a small, unique identifier text file) when you visit 1st Option. You do not provide this information—it is collected automatically as a means of supporting your visit to our site. This cookie does not contain any PII. Click here to find out more about cookies.
 
Cookies and other Web technologies

As a member or visitor to 1st Option you will be assigned a permanent cookie file on your computer's hard drive. You can always choose to not receive a cookie file by enabling your Web browser to refuse cookies or prompt you before accepting a cookie. Be advised that, by refusing to accept a cookie, you will not be able to access many travel services and planning tools offered by 1st Option.

When you access the My Trips or My Profile areas of the 1st Option Web site, reserve or purchase travel, or use selected travel planning tools, 1st Option requires you to sign in as a member, using your Member ID and password. Once you sign in as an 1st Option member, we record the Member ID and the name on the member account in the cookie file on your computer. We may also record your password in this cookie file if you checked the box entitled "Save this password for automatic sign-in." Your Member ID, password, and the name on your member account is stored in the cookie file as encrypted data, so no one can view the information it contains by obtaining unauthorised access to your computer. Permanent cookie files remain on your computer's hard drive until you manually delete the file.

A cookie file may also be placed on your hard drive by 1st Option's third-party advertising companies or by Microsoft, 1st Option's Corporate Affiliate. These companies may use aggregated statistics about your visits to this and other Web sites in order to provide advertisements about travel-related goods and services that you may be interested in. The information they collect does not include your PII.

The third-party advertising companies may also employ technology that is used to measure the effectiveness of ads. This is primarily accomplished through the use of an action tag (also known as an invisible gif), which the third party places on our site to collect anonymous information. They may use this anonymous information about your visits to this and other sites in order to provide advertisements about goods and services of potential interest to you. No PII is collected during this process. The information is anonymous and does not link online actions to an identifiable person.

 
Computer information

1st Option collects certain technical information from your computer each time you request a page during a visit to 1st Option. This information is collected from your computer's Web browser and may include your IP address, operating system, Web browser software (i.e., Netscape Navigator or Internet Explorer), screen resolution, and referrer Web site. Wireless users: Please check with your wireless company if you are using your cellular phone to access the Internet to understand whether PII may be used to identify you.

 
Use of your information
Information collected on 1st Option may be used to:
  Register you as an 1st Option member
  Plan and purchase travel
  Notify you of travel changes through the Travel Alerts service
  Send e-mail notifications for special promotions and Fare Tracker service
  Respond to your questions or suggestions
  Improve the quality of your visit to our site
 
Member registration information
When you register to become a member of 1st Option, we use your information to create your member account. You will then receive a "Welcome to 1st Option" e-mail that contains your Member ID and describes the benefits of using 1st Option for planning and purchasing your travel needs.
 
Travel planning and purchase

Information collected when you complete your traveller profile is used to confirm and process your travel reservation. In addition, information collected from you when you purchase travel is used to bill your credit card and deliver your travel itinerary, either electronically or through the mail.

 
Travel Alerts notification

In the event your travel plans are disrupted because of mechanical, weather, or carrier business conditions, 1st Option may send you an e-mail notification to inform you of these conditions and help you make alternative travel arrangements.

 
E-mail notifications

If you chose to receive communications from 1st Option about special promotions when registering as an 1st Option member, we may use your e-mail address to send you communications about surveys, contests, sweepstakes, promotions, flight specials, Before You Go information, or other travel opportunities on 1st Option and its marketing partners. If you choose to receive our Fare Tracker service, your e-mail address will also be used to notify you of current fares to cities you have selected. We may use your e-mail address or telephone number to contact you about changes to your purchased travel itinerary.

 
Responses to your questions or suggestions
We will use your e-mail address or telephone number to respond when you submit a question or suggestion, or request assistance with viewing your itinerary, logging on to 1st Option, or accessing your account.
 
Improving the quality of your visit to our site

We collect information about your computer (not your name, address, e-mail address, or telephone number) through your permanent cookie file for the purpose of assessing the effectiveness of site content and traffic. This data allows us to improve the quality of your visit by streamlining your ability to navigate the site and develop featured programmes and content that will be of interest to our members and site visitors.

 
Sharing your information
1st Option does not sell or rent your PII to anyone.
 
Corporate affiliates

If you access 1st Option through msn.1st Option, we share technical information about your computer (collected through the assigned cookie file) with Microsoft, our Corporate Affiliate. This information is used by Microsoft for the purpose of assessing the effectiveness of site content and Web traffic navigation across the MSN® network of Internet services. This is the only information 1st Option shares with Microsoft and Microsoft does not have access to the PII you have provided to 1st Option.

 
Service providers

We only provide information about travel either reserved or purchased on 1st Option to third parties that provide services or functions on behalf of 1st Option. Our service providers need information about your traveller profile, as well as your credit card information, to process and confirm your travel reservation. These service providers will disclose information about your traveller profile to hotel, airline, and/or car hire suppliers whose products you have purchased. Like any other travel agent, this information must be shared with our travel suppliers to confirm your reservation and travel preferences. Although 1st Option offers travel products from hotel, airline, cruise, and car hire suppliers that are reputable companies, we have not placed limitations on these suppliers from using or disclosing your information without your permission. Therefore, we encourage you to review the information privacy practices of any travel suppliers whose products you purchase on 1st Option. In addition, these travel suppliers may also contact you as necessary to obtain additional information about your confirmed reservation.

1st Option will occasionally share aggregated information with our service providers. This information does not contain any PII and is used to develop featured programmes and content that will be of interest to our members and site visitors.

In the event that you make a new, or update an existing, travel reservation by calling our call centre number, your information may be accessed by a third-party service provider, as necessary, to respond to your request for customer service.

1st Option may contract a reputable third-party to facilitate the distribution of survey, promotion, or sweepstakes programs. Upon completion of these projects, all information is returned to 1st Option.

 
Our legal obligations

1st Option may be required by law to disclose information you have provided in obtaining our travel products or services in the good-faith belief that such action is necessary to (a) conform to the edicts of the law or comply with legal process served on 1st Option. or the site; (b) protect and defend the rights or property of 1st Option, the site or the users of, and (c) act under exigent circumstances to protect the personal safety of users of 1st Option., the site or the public.

Under U.S. Law, U.S. Customs and Border Protection (CBP) will receive some of your travel and reservation information, known as Passenger Name Record or PNR data, about passengers flying between the European Union and the U.S.A. The European Commission has determined that CBP provides an adequate level of protection so permitting transfers of PNR data to the U.S.A. For more information, visit:
http://www.europa.eu.int/comm/internal_market/privacy/adequacy_en.htm

CBP has undertaken that it uses this PNR data for the purposes of preventing and combating terrorism and other transnational serious crimes. The PNR may include information provided during the booking process or held by airlines or travel agents. The information will be retained for at least three years and six months and may be shared with other authorities. For further information about these arrangements, including measures to safeguard your PII, see:
http://www.dhs.gov/interweb/assetlibrary/CBP-DHS_PNRUndertakings5-25-04.pdf

Frequently asked questions are addressed by the independent European Working Party advisory body set up under Article 29 of Directive 95/46/EC. at
http://www.europa.eu.int/comm/internal_market/privacy/docs/wpdocs/2004/wp97_en.pdf

 
Other Web sites
There are several places throughout 1st Option that may link you to other Web sites that do not operate under 1st Option information privacy practices. When you click through to these Web sites, 1st Option information privacy practices no longer apply. We recommend that you examine the privacy statements for all third party Web sites to understand their procedures for collecting, using, and disclosing your information.
 
Control over and access to your information
1st Option believes that members and site visitors should have control over the collection and use of their PII. You have access to your information in the following areas of 1st Option:
 
My Profile

The My Profile page on 1st Option allows members to view and change their account settings. The e-mail settings option lets you change your e-mail address and subscribe or unsubscribe to the Fare Tracker or special promotional notification services. You can also change your password and elect to have an automatic password sign-in when logging on to 1st Option. You can add new travellers and delete existing travellers from your member profile; update or correct names, phone numbers, passport information, and emergency contacts for travellers associated with your profile; and update your travel preferences.

You can also close your 1st Option account by selecting the Account Closure option. Once you close an account, you will not be able to sign in or access any information associated with the account, but you can open a new account at any time. We will send you an e-mail confirming your account closure to the e-mail address contained in your member profile.

 
My Trips
The My Itineraries page on 1st Option allows members to view, update, or delete their saved itinerary. Members can also change their Fare Tracker preferences.
 
Communications from 1st Option
Members will receive communications from 1st Option when they:
  Sign up to become an 1st Option member
  Request to close an account
  Purchase travel
 
Elect to receive Fare Tracker, Travel Arranger, Before You Go, or other special promotional marketing communications
  Win a contest or sweepstake
  Contact 1st Option with questions/suggestions
 
Sign up to become an 1st Option member

When you sign up as a new 1st Option member, you will receive a "Welcome to 1st Option" e-mail. This e-mail contains your Member ID and describes the benefits of using 1st Option for planning and purchasing your travel needs.

 
Request to close an account

When you complete an Account Closure request, we will send you an "Account Closure Confirmation" e-mail.

 
Purchase travel

Each time you purchase travel through 1st Option, or change or cancel a confirmed travel reservation, you will receive confirmation of your travel itinerary via e-mail. In the event that your travel plans are disrupted because of mechanical, weather, or carrier business conditions, 1st Option may contact you to inform you of these disruptions and help you make alternative travel arrangements.

 
Elect to receive Fare Tracker, Travel Arranger, Before You Go, or other special promotional marketing communications

As a registered 1st Option member, you will occasionally receive e-mails notifying you of special promotions or other travel news. Special promotional e-mails are intended to inform you of new or unique travel opportunities or special deals that are available on 1st Option. If you have purchased travel services, you may also receive a Before You Go e-mail that provides information about your destination, such as weather conditions, current events, or items of interest. If you choose to receive our Fare Tracker service, we will use your e-mail address to notify you of current fares to cities you have selected.

You can discontinue your subscription to 1st Option's promotional e-mail services at any time on the My Profile page under the heading "E-mail settings." You can also unsubscribe to the Fare Tracker or special promotional e-mails at any time by replying to the e-mail with the word "unsubscribe" in the subject line.

 
Request customer support or submit questions/suggestions

When you request assistance with viewing your itinerary, logging on to the 1st Option Web site, or accessing your account, we will respond to you via e-mail or telephone.

 
Protecting your information

We want our members and site visitors to feel confident about using 1st Option to plan and purchase their travel, so we are committed to protecting the information we collect. 1st Option has implemented a security programme to keep information that is stored in our systems protected from unauthorised access. Currently, 1st Option only stores the information you provide when registering to become an 1st Option member, create a travel profile, purchase travel, or use selected travel tools such as Fare Tracker.

Our systems are configured with data encryption, or scrambling, technologies, and industry-standard firewalls. When you send personal information to 1st Option over the Internet, your data is protected by Secure Socket Layer (SSL) technology to ensure safe transmission.

1st Option has also obtained a digital certificate from RSA Data Security, Inc., a top maker of hardware and software used to protect and manage computer network access. To view this site certificate on each secured page, click on the image of the closed lock or the solid key on the bottom bar of your browser window. A small frame displaying site security information will pop up.

For Internet Explorer users: Click on the word "Subject" to verify that you are on the Web site www.1st Option. Click on "Issuer" to verify the site certification authority.

For Netscape Communicator users: Click on "View Certificate" to verify that you are on the Web site www.1st Option and to verify the site certification authority.

 
Changes to the 1st Option Privacy Statement

This Privacy Statement was produced and posted on 1st Option on 24 October 2001. 1st Option reserves the right to modify or amend this Privacy Statement at any time and for any reason. If there are material changes to this statement or in how 1st Option will use your PII, 1st Option will prominently post such changes prior to implementing the change.
Regardless of later updates, we will abide by the information privacy practices described in this Privacy Statement at the time you provided us with your information.

If you have questions about our Privacy Statement, please e-mail us.

 
Contacting 1st Option

We want to make sure you have control over your online travel experience as an 1st Option customer, from planning and purchasing your travel to protecting your personal information.

1st Option customer service travel agents are ready to help with your 1st Option travel concerns seven days a week. When you need help, use our feedback form. All e-mail receives a response within 24 hours. You may also call 020 8574 4202 or from outside the UK on +44 (0) 8574 4202 (usual costs apply) from 8am - 10pm Monday to Friday, and 9am - 10pm at weekends to speak to a representative personally. Agents will address any questions or concerns you may have about your 1st Option travel planning or purchases. We will do our best to respond to your request for assistance or other questions about 1st Option within 24 hours.

In addition, you may directly contact the travel supplier at the phone number or address provided on your travel itinerary.

*(write with the option to have the flight and airline business part of 1st in the future)

 
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