Privacy Policy

1. Identity of the Responsible Party

Mérida Private Tours, operating from Mérida, Yucatán, Mexico, is responsible for deciding how the personal information described in this Privacy Policy is processed.

2. Personal Information We Collect

Depending on how you contact us and the service requested, we may collect:

• Name and contact details, including email address, WhatsApp number and telephone number.
• Travel date, service requested, pickup and drop-off locations, hotel, Airbnb or residence details.
• Passenger count, luggage information, preferred vehicle and accessibility or logistical requests you voluntarily provide.
• Flight time or flight details when necessary for an airport transfer.
• Itinerary preferences, destinations, activities, messages and other information included in your quote request.
• Booking and transaction information, such as payment status, amount, payment-provider reference and invoice details. We do not receive or store your complete card number.
• Technical information generated when you use the website, which may include IP address, browser, device, approximate location, pages viewed, referral source, clicks, scroll activity, session interactions and cookie or analytics identifiers.
• Communications exchanged with us through forms, email, telephone or WhatsApp.

Sensitive personal data

We do not intentionally request sensitive personal data through our website. Please do not send passport copies, government identification, medical records, financial credentials or other sensitive information unless it is strictly necessary and we have specifically requested it for a legitimate service purpose.

3. Purposes of Processing

Primary purposes necessary for our relationship

• Respond to inquiries, verify availability and prepare personalized quotations.
• Plan, reserve and coordinate private tours, airport transfers and transportation services.
• Confirm passenger, vehicle, pickup, route, luggage, guide and itinerary requirements.
• Send booking confirmations, service updates, payment links, receipts, vouchers and customer-support messages.
• Process deposits and remaining balances through approved third-party payment providers.
• Maintain operational, accounting, tax, contractual, security and fraud-prevention records.
• Protect our website, customers, staff, drivers and service providers and respond to lawful authority requests.

Secondary purposes

We may use aggregated or disassociated information to understand website performance and improve our services. We do not use quote-request information for unrelated promotional marketing without additional consent, and we do not sell or rent personal information.

6. Service Providers and Data Transfers

We may disclose or make personal information available only when reasonably necessary to operate the website or deliver the service. Recipients may include:

• Website hosting, WordPress, security, backup and technical-support providers.
• Brevo and related email-delivery infrastructure used through WP Mail SMTP.
• Stripe and PayPal for payment processing.
• WhatsApp / Meta for messaging requested by the customer.
• Google services used for analytics, site measurement, maps, reviews, fonts or website administration.
• Microsoft Clarity for website analytics, heatmaps and session measurement when enabled.
• Assigned drivers, official guides, vehicle providers, attractions or other operational partners when the information is necessary to perform the requested itinerary.
• Professional advisers, insurers, accountants or competent authorities when required to protect legal rights or comply with applicable obligations.

Some providers may process information outside Mexico. We require that information be used only for the relevant service or lawful purpose. By submitting a quote or booking request, you acknowledge the necessary processing and transfers described here. We do not sell personal information to third parties.

7. Cookies, Analytics and Session Measurement

The website may use essential cookies required for security and normal operation, as well as analytics and session-measurement technologies such as Google Analytics through Google Site Kit and Microsoft Clarity, when enabled, to understand traffic, usability and website performance.

These tools may collect device and browser information, pages viewed, approximate location, referral source, clicks, scroll activity, navigation patterns, session activity and similar usage data. You can restrict or delete cookies through your browser settings. Blocking essential cookies may affect some website functions.

8. Retention and Deletion

We retain personal information only for as long as reasonably necessary to answer your inquiry, prepare and deliver a service, maintain the customer relationship, resolve disputes and comply with accounting, tax, contractual and legal requirements.

When information is no longer required, it is deleted, securely destroyed, blocked for the applicable legal period or disassociated so it can no longer identify the person.

9. Security and Confidentiality

We use reasonable administrative, technical and physical safeguards designed to protect personal information from loss, alteration, unauthorized access, disclosure or misuse. Access is limited to people and providers who require the information for legitimate business purposes.

No online system can guarantee absolute security. When a security incident significantly affects a person’s rights, we will provide the notice required by applicable law.

10. Your Privacy Rights and ARCO Requests

You may request Access, Rectification, Cancellation or Opposition regarding your personal information. You may also request withdrawal of consent or limitation of its use or disclosure, subject to legal and contractual exceptions.

Send your request to cotizaciones@meridaprivatetours.com with the subject “Privacy / ARCO Request” and include:

• Your full name and a means to receive our response.
• Information reasonably sufficient to verify your identity or authority as a representative.
• A clear description of the personal information involved.
• The right you wish to exercise and the action requested.
• Any document that helps locate or correct the information.

We will communicate our determination within the period established by applicable Mexican law and, when the request is approved, implement it within the corresponding legal period. A request may be limited or denied when retention or processing is required by law, contract, tax obligations, dispute resolution, security or the protection of another person’s rights.

11. Information About Minors

Our services may include children traveling with a parent, guardian or responsible adult, but our website is not directed to minors and we do not knowingly request information directly from them. The adult organizer is responsible for providing only the information necessary to coordinate the service.

12. Third-Party Websites

Our website may link to WhatsApp, Google, Stripe, PayPal, Viator, social networks, attractions or other external services. Their privacy practices are governed by their own policies. Mérida Private Tours is not responsible for the content or independent data practices of third-party websites.

13. Changes to This Policy

We may update this Privacy Policy to reflect legal, operational, technical or service changes. The current Privacy Policy will remain available at Méridaprivatetours.com/privacy-policy/, and the effective date at the top will identify the latest revision.