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Privacy Policy


Sovereign London Ltd. (“Sovereign”, “we” or “our”) respects your privacy and is committed to protecting your personal data. This privacy notice will tell you how we collect, store and protect your personal data when you visit our website, purchase and use our services (regardless of where you visit it from) - and tell you about your rights and how the law protects you. For the purpose of the General Data Protection Regulation (the “GDPR”), if you book services as a passenger in London, the data controller is Sovereign. When booking trips outside of London the data controller is Sovereign, however this information will securely be shared with our affiliate partners.



This privacy policy aims to give you information on how Sovereign collects and processes your personal data through the use of our websites, including any data you may provide through this website when you register on our website or buy services from us. This also includes any information provided through other mediums, including email, phone and any other form of communicating data.

This website is not intended for children and we do not knowingly collect data relating to children. If you are aged 18 or under‚ please get your parent/guardian's permission beforehand whenever you provide us with personal information.


Sovereign is the controller and responsible for your personal data. The company may be called " Sovereign", "we", "us" or "our" in this privacy policy. Sovereign is a company incorporated in England, our registered office is at: 1, Beauchamp Court, 10 Victors Way, Barnet, Herts EN5 5TZ, London, United Kingdom.

We have appointed a data privacy manager who is responsible for overseeing questions in relation to this privacy policy. If you have any questions about this privacy policy, including any requests to exercise your legal rights, please contact the data privacy manager using the details set out below.


Full name of legal entity: Sovereign London Ltd.
Data Privacy Manager: Haider Saleem
Email address: privacy@svrides.com
Postal address: 1, Beauchamp Court, 10 Victors Way, Barnet, Herts EN5 5TZ, London, United Kingdom
Telephone number: 020 7531 6000

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO, so please contact us in the first instance.


It is important that the personal data we hold about you is accurate and up to date. Please keep us informed if your personal data changes during your relationship with us. Should you inform us of removing your data complete, we will comply with this change immediately. Details on how to contact us is advised throughout this policy.


This 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 policy of every website you visit.


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 follows:

  • Identity Data: full name, username or identifier, title, date of birth and gender
  • Contact Data: billing address, delivery address, email address and telephone numbers
  • Financial Data: bank account details, not held by us directly, but held by a secure third party service
  • Transaction Data: details about payments to and from you and other details of services you have purchased from us, not held by us directly, but held by a secure third party service
  • Technical Data: 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
  • Profile Data: your interests, preferences, feedback and survey responses
  • Marketing and Communications Data: your preferences in receiving marketing information the latest deals and services

We do not collect any Special Categories of Personal Data about you including, details about your race or ethnicity, religious or philosophical beliefs or criminal convictions and offences.


If you fail to provide that data when requested, we may not be able to perform the services purchased. In that case, we may have to cancel a service you have ordered but we will notify you if this is the case at the time.


Your information may be collected from a variety of methods of contact through our services and hearing of our services.

  • 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:
    • enquire or use our services
    • when somebody enquires or uses our services on your behalf
    • create an account on our website
    • subscribe to our service or newsletters
    • request marketing to be sent to you
    • enter a competition, promotion or survey
    • providing us feedback
  • Automated technologies: 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


We will only use your personal data when the law allows us to. Most commonly, we will use your personal data for the following purposes:

Initial purposes

  • where we need to in order to perform a contract between you and us, which may be submitted by yourself or somebody on your behalf (such as fulfilling your booking)
  • seek your views or comments on the services we provide;
  • notify you of changes to our services
  • allow you the opportunity to make the most of our offers and discounts when using our services
  • send you communications, confirmations, receipts, invoices, proof of activity relating to your booking
  • 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
  • resolving any disputes regarding unsuccessful service, which may arise from dissatisfactory service or miscommunication


We will use where possible, personal information to create a profile of your basic details so that we can make the booking process more efficient and quicker for you. We may make use of additional information about you when it is available from external sources (such as flight look ups, Google Maps, etc.) to help us do this effectively. We may also use your personal information to detect and reduce fraud and credit risk.

Third-Party Marketing

We will not share your personal data with any other company or business for marketing purposes unless you have given express permission to do so.

Opting Out

You can ask us to stop sending you marketing messages at any time by logging into the website and checking or unchecking relevant boxes to adjust your marketing preferences or by following the opt-out links on any marketing message sent to you or by contacting us at any time. If in any case these services are unavailable not accessible, please contact us directly using email or phone.

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, product/service experience or other transactions].


You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. For more information about the cookies we use, please request to see our Cookie Policy.

Following Transport Regulation and Law

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.

We review our retention periods for personal information on a regular basis. We are legally required to hold some types of information to fulfil our statutory obligations (for example information required to be retained by the TfL/TPH Licencing Authority in London). We will hold your personal information on our systems only for as long as is necessary, or as long as is set out in any relevant contract you hold with us.


Who has access to your information?

We will not sell or rent your information to third parties.

We will not share your information with third parties for marketing purposes.

Third Party Service Providers working on our behalf: We may pass your information to our third party service providers, agents subcontractors and other associated organisations for the purposes of completing tasks and providing services to you on our behalf (for example to undertake international bookings). However, when we use third party service providers, we disclose only the personal information that is necessary to deliver the service. They are required to keep your information secure and not to use it for their own direct marketing purposes. Please be reassured that we will not release your information to any third parties for them to use for their own direct marketing purposes, unless you have requested us to do so, or we are required to do so by law, for example, by a court order or for the purposes of prevention of fraud or other crime.

Third Party Product Providers we work in association with: We work closely with various third party fulfilment providers around the globe to give you a fully integrated and international service. When you purchase one or more of these products, the relevant third party product provider will use your details to provide you with the services and carry out their obligations arising from any contracts you have entered into with us. In some cases, they will be acting as a data controller of your information and therefore we advise you to read their Privacy Policy. These third party product providers will share your information with us which we will use in accordance with this Privacy Policy.

If we are under a legal obligation to disclose or share your personal data in order to comply with any or to enforce or apply our terms of use or to protect your rights, property or safety we will do so. However, we will take steps with the aim of ensuring that your privacy rights continue to be protected.

How you can access and update your information

You have the right to ask for a copy of the information we hold about you (we may charge a fee for information requests, depending on the extent and reasonability of the request, to cover our costs in providing you with details of the information we hold about you).


As part of the services offered to you through this website, the information which you provide to us may be transferred to countries outside the European Union (“EU”). By way of example, this may happen if any of our servers are from time to time located in a country outside of the EU. These countries may not have similar data protection laws to the UK. By submitting your personal data, you’re agreeing to this transfer, storing or processing. If we transfer your information outside of the EU in this way, we will take steps to ensure that appropriate security measures are taken with the aim of ensuring that your privacy rights continue to be protected as outlined in this Policy.

If you use our services while you are outside the EU, your information may be transferred outside the EU in order to provide you with those services.



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 need to access that data for business purposes. 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.

Where we use a password which enables you to access certain parts of our systems, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.

Our software provider LimoConnect by VXCEED has also 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. Please find their policy at https://gallery.mailchimp.com/5388db98f83bf938aead5acfc/files/d0addaf9-7e9a-4606-ad18- 9115a80a3c51/GDPR_and_the_Vxceed_LimoConnect_GuestConnect_SaaS_platforms_V1.0.pdf . Should you not be able to access this policy, please do get in touch.


We will only keep 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.

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: see Request Erasure below for further information


Under certain circumstances, you have rights under data protection laws in relation to your personal data. You have the right to:

Request access to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of some or all of the personal data we hold about you and to check that we are processing it lawfully.

Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.

Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below) or where we may have processed your information unlawfully. Please note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.

Object to processing of your personal data where we are relying on a legitimate interest and there is something about your particular situation which makes you want to object to processing on this ground as you feel it has an impact on your fundamental rights and freedoms. You also have the right to object if we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.

Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios: (a) if you want us to establish the data's accuracy; (b) where our use of the data is unlawful but you do not want us to erase it; (c) where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims; or (d) you have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it.

Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent.

If you wish to exercise any of the rights set out above, please contact us.

Last updated on: 25th May 2018