Masarra Privacy Policy

What is our privacy policy about?

At Masarra, safeguarding your privacy is our priority. This policy outlines how we collect, use, store, share, protect, and, when necessary, securely dispose of your personal information. Our commitment is to ensure that your data is handled with the same care and responsibility that defines every part of your experience with us.

This Policy is additional to and is not intended to override other notices or policies we may provide to you or the terms of any contract that you have with us, or any rights you may have.

Who are we?

Masarra Destination Management LLC – SPC (also “Masarra”, “we”, “us”) is a full-service Destination Management Company offering curated leisure and travel experiences across Abu Dhabi and the wider UAE (together referred to as “Destinations”). We design and deliver a wide range of journeys for individual travellers and groups alike, including cultural tours, adventure activities, family holidays, golf, and tailored leisure packages. As the entity responsible for collecting your information when you use our websites, booking platform or services, Masarra is a Data Controller of your personal information. Our affiliates and partners may also be Data Controllers where they control the use or processing of your personal information. In certain limited circumstances, we may also be acting as a Data Processor for your personal information.

Masarra Destination Management LLC - SPC address: PO Box 128717, Abu Dhabi, United Arab Emirates.

Licence number: CN-5269489

What is personal information?

Personal information is any information that relates to you, either directly or indirectly – you, being a natural person – like your name, image, voice, ID number, or even those traits like your physiological, cultural or social characteristics, that make you unique. It also includes sensitive personal information. Basically, any information that helps us identify that it’s you! Sensitive information is any personal information about you that directly or indirectly reveals information about you including your family, ethnic origin, political or philosophical beliefs, religious beliefs, criminal record, biometric data or any data relating to your health, physical, psychological or mental well-being. We handle this information with utmost care where we may collect this information.

Personal information we collect from you and how we use it

OUR GUESTS

Booking tickets, experiences, packages, transfers, holiday homes or entering competitions with us When you purchase destination tickets or experiences directly from us, book a package or transfers, make a holiday home reservation, or enter a competition, we may require some basic personal information to complete your request and ensure a smooth experience:

• Full name
• Mobile number
• Email address
• Nationality
• Country of residence

When you order tickets or experiences, we use your information to create a record in our system. This allows us to provide the services you’ve purchased and to verify your identity when you arrive at the Destination. The same process applies if you purchase tickets at the Destination entrance.

When booking a package or making bookings for holiday homes on our website, we will also require your booking related preferences, your children’s ages, should your children be accompanying you. For holiday homes, we are required to collect and process copies of guests’ passports solely for the purposes of verifying identity, complying with applicable legal and regulatory requirements, and completing the booking. Such passport data shall not be used for any other purpose and will be securely retained only for as long as necessary to fulfil the stated purpose or to comply with applicable law.

Where you are not using our website to make bookings, we collect the above information through the following channels only:

1. Email: reservations@masarra.ae
2. WhatsApp: via our WhatsApp Business account at +97142748803
3. Call: +971565343056

Masarra has hotel kiosks in several hotels across the UAE. You can easily book your experiences, transfers or tickets with us directly from these desks by engaging our hotel representatives. Your basic personal information as mentioned above will be collected and used similarly for the purpose of processing and confirming your booking. Please note that if you make general enquiries at our kiosks without proceeding to a booking, we will not collect or record your personal information.

If you’ve decided to try your luck and entere a competition, we will use this basic information to create a competition entry for you. We’ll use your contact information to contact you in the event that you have won a prize.

Making payments

You can book with us through different channels – by phone, email, WhatsApp or directly on our website. When you’re making payments using your credit or debit card on any of our platforms, rest assured that your card and transaction details are not stored by us! Instead, the details go straight to our payment provider through a secured connection. To make a payment, you’ll receive a secure payment link from either notification@payfort.com or reservations@masarra.ae.Please do not share any payment details if the link is not sent from one of these email addresses. We stick to top-notch global information security standards to make sure your cardholder info is properly protected.

Signing up for offers and marketing and promotional campaigns

If you have opted in to receive marketing and promotional campaigns, we will use your basic personal information to inform you of the latest updates and offers from Masarra. Your personal details such as nationality and country of residency will help tailor the marketing and promotional efforts specifically for you to enhance your overall experience.

You may receive this marketing and promotional information from us by email, SMS, WhatsApp, telephone call, social media, mobile and/or web notifications. You may withdraw your consent to receiving such communications at any time by clicking the unsubscribe link in any communication received, by contacting us at privacy@masarra.ae, turning off your mobile application notifications or you can amend your communication preferences at any time via our preference centre.

When recording your consent, we will store the following information: email address, details of how and when consent was given, the wording of the consent and the information regarding the right to withdraw the consent at any time.

Digital Concierge

If you need assistance through our contact center, including calls, emails, website Chatbot or live chats, we may collect your personal details, details related to your ticket or services and information related to your query from you to create a record on our system. Your information will only be used to process and confirm the service you require, assist with follow-up questions or issues relating to the service, respond to your queries, provide support and hear about any complaints you may have so that we can improve our services. All calls are recorded for quality control purposes.

Using our website Chatbot

Our website Chatbot uses advanced AI technology to generate responses for you based on a restricted knowledge base. It only accesses the open web in limited circumstances. Please do not provide our chatbot with any personal information unless you request to speak with an agent. If you mistakenly share any other personal information with our chatbot, rest assured that it will not use your personal information for any purposes except when sharing your chat with our agent to enhance your customer experience.

Competitions

Where you have opted to enter one of our competitions, we may also request your age for eligibility purposes and your gender so that we can customize prizes or giveaways. If you are a winner, we may also require that you take photos for social media, however we will request your consent before doing so. Certain other competitions require publicity as a condition of entry. Please review the terms and conditions of entry before you participate.

Visitors at our offices

When visiting our office or parking areas, we will collect your full name and contact details at our front desk, and your Emirates identity card and vehicle registration if you plan to use the car park. This helps us with managing your visit, issuing visitor passes and ensuring the security of our office spaces.

CCTV cameras may be in use throughout our premises, including parking areas, for the safety of all our visitors and employees.

JOB APPLICANTS

We are thrilled you’re interested in joining our dynamic team! Whether your CVs are shared directly with us or through our appointed recruiters, we will review them to make a candidate selection. If you’re successful, and once an offer is made to you, you will need to complete a detailed form, including mandatory details relating to you and those you’ve sponsored on your visa. This will go through a clearance process. Once approved, this becomes part of your employee record.

If, for any reason this is not approved, your details are retained for a limited time and will then be disposed of it in line with our regulatory obligations.

OUR SERVICE PROVIDERS

To become an authorised service provider for Masarra, you will need to register using the link on our website. All registrations are logged on our systems and where the registration process is completed, your information is stored on our systems for as long as you are a service provider with us and a limited time thereafter. Your information is disposed of in line with our regulatory obligations.

OUR BUSINESS PARTNERS

When partnering with us, we may need certain personal and business details such as the business and authorized persons contact information, company name, business address, tax registration details, business registrations details and trade licenses to facilitate our business relationship. Please rest assured that we will use this information exclusively to manage and support our business partnership, including communication, contract fulfillment, billing and legal compliance. Your information is retained with us for a limited time after your contract expires and disposed of in line with our regulatory obligations.

Personal information we collect indirectly about you and how we use it

In some cases, information about you may be provided to us by a third party verbally or in writing. For example, this could include if a family member or friend has purchased a package or tickets on your behalf, entered you into a competition or raises a complaint. Your personal information will only be used in line with the purposes mentioned above.

Personal information we collect automatically about you and how we use it

We may automatically collect information about you via cookies and other location-based tracking mechanisms when you visit our websites or use our mobile applications, or our applications on third-party sites or platforms. More information on the use of cookies may be found in our Cookies Policy.

The information we collect includes traffic data, location data, weblogs, communication data and the resources you access; for example, your IP address, device ID, device type, referrer URL, operating system and version, geolocation, browser type and browsing history. Information may be collected through campaign performance and engagement, including but not limited to information such as email opens, push notifications and SMS clicks.

For security and public safety, CCTV monitoring is in place in certain designated areas of our Destinations (only for security and safety reasons and to help prevent fraud or crime).

Other general uses of your personal information

We may use your personal information for other business purposes such as:

• Improving our services by remembering your website and mobile application preferences so that we can improve these offerings to you and stay top-notch!
• Detecting, investigating and preventing fraud and for fixing potential issues at our Destinations, on our technology and to prevent against potential cyberattacks or other abuse of our technology.
• Keeping you updated about any operational matters affecting your visit (for example, changes to Destination timings) your current services or subscriptions, such as security alerts.
• Fulfilling our legal obligations to enforce our terms and conditions and other agreements, policies and standards, including investigating any potential violation thereof, detecting, preventing, or otherwise addressing security, fraud or technical issues arising, or protecting the rights, property or safety of us, our users, a third party or the public as required or permitted by law. This may include exchanging information with other companies and organisations.
• Making business decisions, for example, carrying out data analytics to assess your needs and stay ahead of trends.
• Compiling aggregated or anonymised information (information which does not identify you as an individual, such as statistical or demographic data), to help us improve our products and services. However, if we combine aggregated information with your personal information so that it can identify you in any way, we treat the combined information as personal information and protect it accordingly!
• Integrating our websites or mobile applications with third party products (for example, Google Analytics, Facebook, Twitter) to enable us to measure the performance of our websites and website content, present personalised offers and enable you to share, like and recommend pages to others via social media.

Our legal basis for processing your personal information

As an organization based in the UAE, we align with the UAE Federal Law 45 of 2021 on Data Protection. The law specifies certain legal bases for processing personal information. On this basis, we default to explicit, informed consent as the legal basis for processing your personal information. However, we may rely on one of the following legal bases for processing where consent is not appropriate:

• processing is necessary for the reasons of public interest;
• processing is related to personal information made publicly available by you;
• processing is necessary to initiate or defend in any procedures relating to claim of rights and legal actions or in relation to judicial or security procedures;
• processing is necessary for the protection of public health, such as the protection from infectious diseases and pandemics, or for ensuring the safety and quality of healthcare, medicine, drugs and medical appliances, in accordance with legislation in force in the UAE;
• processing is necessary for archiving purposes or for scientific, historical or statistical studies in accordance with legislation in force in the UAE;
• processing is necessary to protect your interests;
• processing is required for us to perform our obligations and establish our rights prescribed by law in the area of recruitment or social security or the laws relating to social protection, to the extent permitted by such laws;
• processing is necessary for the performance of a contract to which you are a party or for taking any actions upon your request for the purpose of concluding, amending or terminating the contract;
• processing is necessary for compliance with obligations prescribed under other laws of the UAE to which we are subject.

We securely retain your personal information

We process and store your personal information in accordance with best practice information and cyber security standards to prevent unauthorised access or disclosure. We use on-site and cloud-based processing and only in certain limited instances, our authorised third-party service providers may have access to your information.

Any transmission of personal information from you to us remains your responsibility. You are also responsible for maintaining the confidentiality of your password and account details.

Where you click a link to any of our partner, advertiser and affiliate’s websites, please note that you are subject to the privacy policies on those websites, and we do not accept any responsibility or liability for their policies or the security of your personal information. Please check their policies before you submit any personal information on those websites.

Unless otherwise required by law, we will retain your data for as long as is necessary for the purposes as outlined in this Privacy Policy.

We share your personal information responsibly

We may share your data with third parties who provide a service to us. We do this where it is necessary for the service provider to have access to your information and solely for the purpose of them delivering that service. We hold them to good practice standards contractually. Our service providers include but are not limited to:

• IT companies (e.g. hosting providers);
• Wi-Fi providers;
• Payment solution providers;
• Marketing or communication providers;
• Developers and support providers;
• Data analytics providers;
• Survey or market research providers;
• Professional advisers or auditors;
• Regulators; and
• Insurers.

We may need to share your personal information with our partners that relate to your booking. Such partners include but are not limited to activity and accommodation providers, museums, restaurants or transport providers. We only share the information necessary to process your booking. We may also disclose your personal information:

• To our licensors as per our contractual obligations.
• To government or regulatory bodies or agencies in response to legitimate requests, if required by applicable laws or regulations, or where it is in our legitimate interests to disclose, even if such disclosure is not legally required.
• In cases where you have explicitly requested or authorised us to do so.
• With an acquiring company if we sell or merge whole or part of any business or asset.

We only share the information that is necessary for the purpose, and we do not sell, rent or lease your personal information to third parties under any circumstances.

Wherever possible, we will only share aggregated or anonymised data with our service providers, affiliates or other third parties.

You have certain rights in terms of your personal information

Under applicable data privacy and protection laws, you have specific rights regarding your personal information, including your right to:

• be informed about how your personal information is used
• access, correct, or erase your personal information
• restrict or object to personal information processing
• request to port your personal information
• not be subject to decisions based solely on automated processing.

When exercising your rights, please ensure that you do so in writing by contacting us using the details provided below.

For your safety and to prevent unauthorized disclosure of your personal information, we may need to verify your identity before responding to your request. This may involve asking for specific information or documents. Any data or documents provided will be used solely to process and authenticate your request.

Where you have provided your consent for us to process your personal information for marketing purposes, you may exercise your right to opt out at any time. You may do so by clicking the unsubscribe link in relevant communications received, turning off your mobile notifications, contacting us at privacy@masarra.ae or updating your communication preferences via our preference centre.

Cookies

Our website uses cookies to enhance your browsing experience, analyse site traffic, and personalize content. By using our website, you consent to the use of cookies in accordance with our Cookies Policy. You can manage or disable cookies through your browser settings at any time, though this may affect your experience on our site. For more information on how we use cookies, please review our full Cookies Policy.

Contact us

For any privacy related queries or to exercise your rights, you may contact us at any time at privacy@masarra.ae. If you're unsatisfied with our response or believe we are not complying with the law, you may contact the relevant data protection authority.

Updates to this Privacy Policy

We may update this Privacy Policy at any time by posting changes on this page. Please review it periodically. For significant changes, we may notify you via SMS or email. Continued use of our services after updates means you accept the revised policy.

The policy’s last update date is listed below.

[30th October 2025]