Introduction
Welcome to the Seal Bay privacy notice.
Purpose of this privacy notice
This privacy notice aims to give you information on how we collect and process your personal data through any method of contact. This includes data you provide through this website when you make an inquiry, sign up for our newsletter, or purchase a holiday or holiday home. It applies to both new and existing customers.
This website is not intended for children, and we do not knowingly collect data relating to children.
We may update this notice from time to time. If there is any significant change, we will let you know, but you’re welcome to come back and check it whenever you wish. For your information this privacy policy was last updated on 17th September 2026.
Who are we?
White Horse Caravan Company Limited and White Horse Caravan Properties Limited are the data controllers responsible for the processing of your personal data. Both entities are private Limited companies registered in England and Wales:
- White Horse Caravan Company Limited (company number: 01538949)
- White Horse Caravan Properties (company number 12134765)
The registered office is: 5 Churchill Place, 10th Floor, Canary Wharf, London, E14 5HU.
When we mention “Seal Bay”, “we”, “us” or “our” in this privacy notice, we are referring to the relevant company within our group responsible for processing your data. We have a legal duty to protect personal information that we collect under applicable privacy legislation, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 (the “DPA”), as amended by the Data Use and Access Act 2025 (the “DUAA”), and the Privacy and Electronic Communications Regulations 2003 (PECR).
We have appointed a Data Protection Officer who is responsible for overseeing questions in relation to this privacy policy. If you have any questions about this privacy notice, including any requests to exercise your legal rights, please contact the Data Protection Officer using the details set out below.
Contact details
Email address: privacy@cove.co.uk
Postal address: White Horse Caravan Company Limited, One Park Lane, Hemel Hempstead, HP2 4YL.
Your Rights in your Personal Information
You have certain rights in respect of the personal information that we hold about you.
We will process all personal data in line with your rights, in each case to the extent required by and in accordance with applicable law only (including in accordance with any applicable time limits and any requirements regarding fees and charges). We will always respect your personal information rights. For more information on your rights, how to exercise these and when they apply, please see: https://ico.org.uk/your-data-matters/
Apply for Data Subject Access Request by downloading this form and submitting your request to privacy@cove.co.uk.
To post your request to us please send this to the contact address provided above.
We will process all personal data in line with your rights, in each case to the extent required by and in accordance with applicable law only (including in accordance with any applicable time limits and any requirements regarding fees and charges). We will always respect your personal information rights. For more information on your rights, how to exercise these and when they apply, please see: https://ico.org.uk/your-data-matters/
Data Protection Complaints
If you have concerns about how we handle your personal data, we’re committed to resolving them quickly. You can submit a complaint to us using any of the following accessible channels: email to privacy@cove.co.uk or by post. If submitting your complaint by post please address your complaint to: The Data Protection Officer at – White Horse Caravan Company Limited, One Park Lane, Hemel Hempstead, HP2 4YL.
We will formally acknowledge receipt of your complaint within 30 calendar days. We will then investigate your concern and provide you with a full response without undue delay, including an explanation of our findings and any actions we’ve taken to address the issue.
If you remain dissatisfied with our response, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO) at www.ico.org.uk or by contacting them directly.
Third-party links
Our website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy notice of every website you visit.
The data we collect about you
Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
- Identity Data includes first name, maiden name, last name, username or similar identifier, marital status, title, date of birth and gender.
- Contact Data includes home address, billing address, email address and telephone numbers.
- Financial Data includes bank account and payment card details.
- Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
- Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access this website.
- Usage Data includes information about how you use our website.
- Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
We also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific website feature. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy notice.
How we use Sensitive Personal Information
We do not normally collect sensitive personal information from you as part of the booking process. However, if you make us aware of any special requests for your booking including anything due to specific medical, dietary or religious requirements, we will note these so that we can do our best to meet your request. We will not process this data for any other purpose. If you book onsite activities (including, but not limited to, sports, outdoor activities and spa treatments), we ask for information about your health including any existing conditions relevant to the activity and details of who to contact in the event of an emergency. The information is collected for the following purposes:
- To provide the activities and treatments you want and to ensure you can safely take part.
- To ensure we are able to contact someone in an emergency.
The legal basis for our use of this data is your consent and to fulfil our contract with you. You have the right to object to us processing this data at any time and our right to process data is not overridden by your interests, fundamental rights and freedoms.
How is your personal data collected?
We use different methods to collect data from and about you including through:
Direct interactions. You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:
- book a holiday with us
- purchase a home from us
- when you contact us with a query or make a complaint
- enquire about our parks
- subscribe to our newsletters
- request marketing to be sent to you
- In the unfortunate event that an accident or incident takes place
- Enter a competition, promotion or survey; or give us some feedback.
Automated technologies or interactions. As you interact with our website, we may automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, and other similar technologies.
Third parties or publicly available sources. We may receive personal data about you from various third parties and public sources as set out below:
Technical Data from analytics providers such as Google based outside the EU.
- Contact, Financial and Transaction Data from providers of technical, payment and delivery services.
- Contact, Financial and Transaction Data from our group companies based outside the EU
- Closed circuit television (CCTV). CCTV operates on our parks for the purpose of crime prevention.
How we use your personal data
We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:
- Where we need to perform the contract we are about to enter into or have entered into with you.
- Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
- Where we need to comply with a legal or regulatory obligation.
- See below to find out more about the types of lawful basis that we will rely on to process your personal data.
Lawful basis
Legitimate Interest means the interest of our business in conducting and managing our business to enable us to give you the best service and the best and most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). You can obtain further information about how we assess our legitimate interests against any potential impact on you in respect of specific activities by contacting us.
Performance of Contract means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.
Comply with a legal or regulatory obligation means processing your personal data where it is necessary for compliance with a legal or regulatory obligation that we are subject to.
Generally, we do not rely on consent as a legal basis for processing your personal data other than in relation to sending direct marketing communications to you via email or text message. You have the right to withdraw consent to marketing at any time by contacting us at privacy@cove.co.uk
Purposes for which we will use your personal data
We have set out below, in a table format, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.
Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us at privacy@cove.co.uk. if you need details about the specific legal ground, we are relying on to process your personal data where more than one ground has been set out in the table below.
| Purpose/Activity | Type of data | Lawful basis for processing including basis of legitimate interest |
| To register you as a new customer | (a) Identity (b) Contact | Performance of a contract with you |
| To process and deliver your order including: (a) Manage payments, fees and charges (b) Collect and recover money owed to us | (a) Identity (b) Contact (c) Financial (d) Transaction (e) Marketing and Communications | (a) Performance of a contract with you (b) Necessary for our legitimate interests (to recover debts due to us) |
| To manage our relationship with you which will include: (a) Notifying you about changes to our terms or privacy policy (b) Asking you to leave a review or take a survey | (a) Identity (b) Contact (c) Profile (d) Marketing and Communications | (a) Performance of a contract with you (b) Necessary to comply with a legal obligation (c) Necessary for our legitimate interests (to keep our records updated and to study how customers use our products/services) |
| To enable you to partake in a prize draw, competition or complete a survey | (a) Identity (b) Contact (c) Profile (d) Usage (e) Marketing and Communications | (a) Performance of a contract with you (b) Necessary for our legitimate interests (to study how customers use our products/services, to develop them and grow our business) |
| To administer and protect our business and this website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) | (a) Identity (b) Contact (c) Technical | (a) Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise) (b) Necessary to comply with a legal obligation |
| To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you | (a) Identity (b) Contact (c) Profile (d) Usage (e) Marketing and Communications (f) Technical | Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy) |
| To use data analytics to improve our website, products/services, marketing, customer relationships and experiences | (a) Technical (b) Usage | Necessary for our legitimate interests (to define types of customers for our products and services, to keep our website updated and relevant, to develop our business and to inform our marketing strategy) |
| To make suggestions and recommendations to you about goods or services that may be of interest to you | (a) Identity (b) Contact (c) Technical (d) Usage (e) Profile | Necessary for our legitimate interests (to develop our products/services and grow our business) |
Marketing
We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising. We have established the following personal data control mechanisms:
Promotional offers from us
We may use your Identity, Contact, Technical, Usage and Profile Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you (we call this marketing).
You will receive marketing communications from us if you have requested information from us or purchased from us or if you provided us with your details and, in each case, you have not opted out of receiving that marketing.
Opting out
You can ask us to stop sending you marketing messages by contacting us at privacy@cove.co.uk at any time. Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us as a result of a product/service purchase, warranty registration, or other transaction with us.
Cookies
Our website uses “cookies” and other tracking technologies which are placed and stored on your computers’ hard drives, or in their browser memories, if you agree, when you visit our website. These are used for various purposes, including distinguishing you from other website visitors. You can manage all cookies using your browser settings or using a service such as https://www.aboutcookies.org.uk/managing-cookies. You can manage your preferences for the Facebook pixel through Facebook settings. See our Cookies policy for more information.
Change of purpose
We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us at privacy@cove.co.uk. If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.
Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.
Disclosures of your personal data
We may have to share your personal data with the parties set out below for the purposes set out in the table above.
Internal Third Parties such as other companies in the Group.
External Third Parties such as:
- Service providers acting as processors who provide IT and system administration services.
- Professional advisers acting as processors or joint controllers including lawyers, bankers, auditors and insurers who provide consultancy, banking, legal, insurance and accounting services.
- HM Revenue & Customs, regulators and other authorities acting as processors or joint controllers based in the United Kingdom who require reporting of processing activities in certain circumstances.
- Local Authorities such as district, borough and city councils where we are under a legal obligation to provide them with your personal information.
- Third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy notice.
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
International transfers
The personal information that we collect from our you may be transferred to, and stored at, destinations outside the European Economic Area, (the “EEA”). To safeguard your personal information and to ensure that it is properly protected we have put in place contractual safeguards with our Data Processors.
Any transfer of your personal data will follow applicable laws and we will treat the information under the guiding principles of this Privacy Notice.
Data security
We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions, and they are subject to a duty of confidentiality.
We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.
Data retention
How long will you use my personal data for?
We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.
To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.
By law we have to keep basic information about our customers (including Contact, Identity, Financial and Transaction Data) for six years after they cease being customers for tax purposes.
In some circumstances you can ask us to delete your data, contact us at privacy@cove.co.uk to request this.
In some circumstances we may anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes in which case we may use this information indefinitely without further notice to you.
Changes to Our Privacy Policy
We reserve the right to modify this privacy policy from time to time. Any changes we make in the future will be posted on the following website https://cove.co.uk You should check back frequently to see any updates or changes to our privacy policy.
Any Questions?
We hope this Privacy Notice has been helpful in setting out the way we handle your personal data and your rights to control it. If you have any questions that haven’t been covered, please contact our Data Protection Officer who will be pleased to help you with any questions, concerns, comments, requests or complaints regarding this privacy policy, our website and/or our use of your personal information. Please address your concerns to us by emailing privacy@cove.co.uk submit in writing for the attention of: The Data Protection Officer, White Horse Caravan Company Limited, One Park Lane, Hemel Hempstead, HP2 4YL.
If you have any complaints regarding this privacy policy or our handling of your data you can submit your complaint. If you remain dissatisfied, you may also contact the UK Information Commissioner at telephone number 0303 123 1113 or https://ico.org.uk/make-a-complaint