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615 Broadway San Francisco, California 94133



At SW Hotel we take great care to provide you with the best and most helpful information through our website, and invite and advise all our visitors to read and understand our terms and conditions carefully before finalizing their bookings. By making a booking via our website, you also accept and agree with all terms and conditions set out below. The terms and conditions are all standard to the industry.

Information on the Website

All the information on this website pertains to SW Hotel. We have taken great care to make this website as clear and informative as possible, and all the information here is presented with great care and attention; however, SW Hotel will not guarantee the information is presented correctly. And we will not be liable for any inconveniences, loss of revenue or any damages which result from the direct or indirect use of any information provided on our website.

We also try to ensure that all information presented on our website is accurate, appropriate and up to date, and these benchmarks are reviewed in a timely fashion. However, we do not make guarantees of any kind that room types and/or rates will be available at the time of bookings.

If as a consumer you feel that certain piece/type of information is expressly needed and you cannot find it on our website, please do not hesitate to contact us and we will rectify or will provide the information required without delay.


Individual Bookings

SW Hotel accepts only guaranteed reservations. You are required to enter a valid credit/debit card number to guarantee your reservation, valid until the date of departure from the hotel. We accept Visa, Master Card, American Express, Diners and Discover.

Completing the reservation form will not constitute a confirmed reservation. SW Hotel will send you the confirmation of reservation by e-mail or by fax with a booking reference number. We will not take any responsibility for your arrival at the hotel without your booking reference number.

Payment Policy

  • The credit/debit card you enter on our website will only be used to guarantee your reservation. No charge will be made prior to your arrival except for no-shows, late cancellations or late amendments. If a third party will be paying for your room, please see Third-Party Payments below.
  • Hotel reserves the right to decline/cancel your reservation without notice if your card expires before your arrival date, or if incorrect card details are provided.
  • Full payment is required upon check-in. You must present your payment card with a valid ID.
  • The card used for reservation purposes is not transferrable and must be presented upon arrival. If the card belongs to a third party or if the card cannot be presented upon arrival, a different type of payment will be required.
  • If your card is declined, or if there are insufficient funds to cover your entire length of stay, the hotel reserves the right to cancel your booking, or cancel any nights not covered by funds on your card.

Group Bookings

Bookings for more than 5 rooms will be classified as a Group (different terms and conditions apply). Contact the hotel directly for complete information.

Corporate Guests and Third-Party Payments

In case the company or a third party is paying for the guest accommodation and/or extras, the company or the third party should provide this information in writing to the hotel along with the following:

  • Front and back copy of the credit card.
  • Copy of the cardholderʼs government-issued ID with signature.
  • The third party must specify in writing the charges (ex. room/taxes, incidentals, etc.) they are authorizing and for the number of nights.

For ghost cards or corporate cards without an individualʼs name, the
authorization form must be submitted on company letterhead.

Alternatively, the third party can contact the hotel to receive an authorization form to be filled, signed and returned back to the hotel. The hotel reserves the right to decline the authorization if there is missing information or if the form/documents are illegible. For questions about third-party payments, please contact the hotel directly.

Manage Your Booking Online

If you need to amend or cancel your booking, you can now do it online. Simply go to ‘View/Modify Reservationʼ to make changes to your booking or ‘Cancel Reservationʼ to cancel your booking and enter your reservation ID and email address. Your booking details will be displayed and you will be able to make the amendment.


You may change or cancel your reservation free of charge up until 3:00 p.m.
(local hotel time) one day before your arrival date. After this time, changing, cancelling, or failing to show will result in a charge equal to the first nightʼs room and tax per reservation. This will be debited from your debit/credit card used to guarantee the booking. Failing to call or show before check-out time after the first night of a reservation will result in cancellation of the remainder of your reservation. Cancellation fees cannot be refunded or transferred.

Non Smoking Policy

In keeping with the global initiative and while adhering to applicable laws, rules and regulations, SW Hotel continually strives to accord a smoke-free environment for all our guests, visitors and employees. This smoke-free environment is to be maintained, and hence smoking is strictly prohibited in the entire hotel. This includes the lobby, mezzanine, meeting rooms, elevators, garage, corridors, guest rooms, and bathrooms. Those not complying with the smoke-free law will be committing an offense against the law. The penalty for smoking on the hotel premises is $200.00 per day. We kindly request you to respect the law and abstain from smoking in the hotel.


Pets are not allowed in the hotel. Violators will be charged a cleaning fee of $120.00 per day. Service animals that provide assistance to individuals with disabilities are allowed at the hotel. They are not subject to the policies and restrictions that apply to other pets or animals.

Photography Policy

Any images clicked at the property or taken from our website/collateral may only be used for personal and non-commercial use. The use of these images for business purposes including, but not limited to, publicity materials, websites, books, newspapers, and magazines must be approved by SW Hotel management.

Child Policy

The hotel welcomes guests of all ages, and our aim is to make traveling with the family even more enjoyable. Baby cribs and rollaway beds are available upon request (subject to availability and additional charge). Children aged 18 years and under may not occupy a hotel room on their own and must be accompanied by a responsible adult.

Photo ID Required For All Guests Checking

Guests who are checking in must provide a valid government-issued photo ID with signature. Acceptable forms of ID include national ID card, driverʼs license and passport.

Minimum Age

The minimum age to reserve a room or check into the hotel is 21 years.

Special Requests

Requests such as room location (floor level, street-side, interior, etc.), adjoining/ adjacent rooms, rollaway beds, baby cribs, parking, early check-in, late checkout, and luggage storage must be made directly to the hotel. While every effort will be made to facilitate it, it cannot be guaranteed and is subject to availability. Additional charges may apply.

All Rates Are Non-Commissionable

Cookie policy


This website (“Our Site”) uses Cookies and similar technologies in order to distinguish you from other users. By using Cookies, we are able to provide you with a better experience and to improve Our Site by better understanding how you use it. Please read this Cookie Policy carefully and ensure that you understand it. Your acceptance of Our Cookie Policy is deemed to occur if you continue using Our Site. If you do not agree to Our Cookie Policy, please stop using Our Site immediately.

1. Definitions and Interpretation

1.1 In this Cookie Policy, unless the context otherwise requires, the following expressions have the
following meanings: “Cookie” means a small file placed on your computer or device by Our Site when you visit certain parts of Our Site and/or when you use certain features of Our Site; “Cookie Law” means the relevant parts of the Privacy and Electronic Communications (EC Directive) Regulations 2003 and of EU Regulation 2016/679 General Data Protection Regulation (“GDPR”); “Cookie Law” means the relevant parts of the Privacy and Electronic Communications (EC Directive) Regulations 2003; “personal data” means any and all data that relates to an identifiable person who can be directly or indirectly identified from that data. In this case, it means personal data that you give to Us via Our Site. This definition shall, where applicable, incorporate the definitions provided in the EU Regulation 2016/679 – the General Data Protection Regulation (“GDPR”);

2. Information About Us

2.1 Our Site is owned and operated by the SW Hotel in San Francisco, California. The property is located at 615-Broadway Street, San Francisco, CA 94133.

3. How Does Our Site Use Cookies?

3.1 Our Site may place and access certain first-party Cookies on your computer or device. First-party Cookies are those placed directly by Us and are used only by Us. We use Cookies to facilitate and improve your experience of Our Site and to provide and improve Our products and services. We have carefully chosen these Cookies and have taken steps to ensure that your privacy and personal data is protected and respected at all times.

3.2 By using Our Site, you may also receive certain third-party Cookies on your computer or device. Third- party Cookies are those placed by websites, services, and/or parties other than Us. Third-party Cookies are used on Our Site for website usage tracking, and to allow us to tailor your experience. For more details, please refer to section 4 below.

3.3 All Cookies used by and on Our Site are used in accordance with current Cookie Law. We may use
some or all of the following types of Cookie:

3.3.1 Strictly Necessary CookiesA Cookie falls into this category if it is essential to the operation of Our Site, supporting functions such as logging in, your shopping basket, and payment transactions.

3.3.2 Analytics Cookies It is important for Us to understand how you use Our Site; for example, how efficiently you are able to navigate around it, and what features you use. Analytics Cookies enable us to gather this information, helping Us to improve Our Site and your experience of it.

3.3.3 Functionality Cookies Functionality Cookies enable Us to provide additional functions to you on Our Site such as personalization and remembering your saved preferences. Some Functionality Cookies may also be strictly necessary Cookies, but not all necessarily fall into that category.

3.3.4 Targeting Cookies It is important for Us to know when and how often you visit Our Site, and which parts of it you have used (including which pages you have visited and which links you have visited). As with Analytics Cookies, this information helps us to better understand you and, in turn, to make Our Site and advertising more relevant to your interests. Some information gathered by Targeting Cookies may also be shared with third parties.

3.3.5 Third-Party Cookies Third-party Cookies are not placed by Us; instead, they are placed by third parties that provide services to Us. Third-party Cookies may be used by advertising services to serve up tailored advertising to you on Our Site, or by third parties providing Analytics services to Us (these Cookies will work in the same way as Analytics Cookies described above).

3.3.6 Persistent Cookies Any of the above types of Cookie may be a persistent Cookie. Persistent Cookies are those which remain on your computer or device for a predetermined period and are activated each time you visit Our Site.

3.3.7 Session Cookies Any of the above types of Cookie may be a session Cookie. Session Cookies are temporary and only remain on your computer or device from the point at which you visit Our Site until you close your browser. Session Cookies are deleted when you close your browser.

3.4 Cookies on Our Site are not permanent and will expire after 30 days.

3.5 For more details of the personal data that We collect and use, the measures we have in place to
protect personal data, your legal rights, and our legal obligations, please refer to our Privacy Policy.

3.6 For more specific details of the Cookies that We use, please refer to the table below.

4. What Cookies Does Our Site Use?

4.1 The following first-party Cookies may be placed on your computer or device:

Name of Cookie Purpose Strictly Necessary
currencyAbbr To show room prices in selected currency Yes
device To show correct view of the page as per device where page is accessed Yes
room_detail_info To process the reservation for selected room by the user Yes

4.2 The following third-party Cookies may be placed on your computer or device:

Name of Cookie Purpose & Type Provider
__ar_v4 Adroll Re Targeting
__insp_norec_sess Inspectlet Event Tracking
__insp_nv Inspectlet Event Tracking
__insp_slim Inspectlet Event Tracking
__insp_targlpt Inspectlet Event Tracking
__insp_targlpu Inspectlet Event Tracking
__insp_wid Inspectlet Event Tracking
_gali Google Analytics
_gat Google Analytics
_ga Google Analytics
_gid Google Analytics

4.3 Our Site uses Analytics services provided by Google Analytics. Website Analytics refers to a set of
tools used to collect and analyze anonymous usage information, enabling Us to better understand how Our Site is used. This, in turn, enables Us to improve Our Site and the products and services offered through it. You do not have to allow Us to use these Cookies however. While Our use of them does not pose any risk to your privacy or your safe use of Our Site, it does enable Us to continually improve Our Site, making it a better and more useful experience for you.

4.4 The Analytics service(s) used by Our Site use(s) Analytics Cookies to gather the required information.

4.5 The Analytics service(s) used by Our Site use(s) the following Analytics Cookies:

Name of Cookie Purpose & Type Provider
__ar_v4 Re Targe?ng Adroll
__insp_norec_sess Event Tracking Inspectlet
__insp_nv Event Tracking Inspectlet
__insp_slim Event Tracking Inspectlet
__insp_targlpt Event Tracking Inspectlet
__insp_targlpu Event Tracking Inspectlet
__insp_wid Event Tracking Inspectlet
_gali Analytics Google
_gat Analytics Google
_ga Analytics Google
_gid Analytics Google

5. Consent and Control

5.1 Before Cookies are placed on your computer or device, you will be shown a prompt requesting your consent to set those Cookies. By giving your consent to the placing of Cookies, you are enabling Us to provide the best possible experience and service to you. You may, if you wish, deny consent to the placing of Cookies; however, certain features of Our Site may not function fully or as intended.

5.2 In addition to the controls that We provide, you can choose to enable or disable Cookies in your internet browser. Most internet browsers also enable you to choose whether you wish to disable all Cookies or only third-party Cookies. By default, most internet browsers accept Cookies but this can be changed. For further details, please consult the help menu in your internet browser or the documentation that came with your device.

5.3 The links below provide instructions on how to control Cookies in all mainstream browsers:

  • 5.3.1 Google Chrome:
  • 5.3.2 Microsoft Internet Explorer:
  • 5.3.3 Microsoft Edge: (Please note that there are no specific instructions at this time, but Microsoft support will be able to assist)
  • 5.3.4 Safari (macOS):
  • 5.3.5 Safari (iOS):
  • 5.3.6 Mozilla Firefox:
  • 5.3.7 Android: (Please refer to your device’s documentation for manufacturers’ own browsers)

6. Changes to This Cookie Policy

6.1 We may alter this Cookie Policy at any time. If We do so, details of the changes will be highlighted at the top of this page. Any such changes will become binding on you on your first use of Our Site after the changes have been made. You are therefore advised to check this page from time to time.

6.2 In the event of any conflict between the current version of this Cookie Policy and any previous
version(s), the provisions current and in effect shall prevail unless it is expressly stated otherwise.

Privacy policy

1. Introduction

We use your personal information in order to fulfil our commitment to providing an unparalleled guest service experience in connection with all of your interactions with SW Hotel (the Purpose). As part of that undertaking, we are committed to safeguarding the privacy of the personal information that we gather. As one of our guests or someone else with whom we do business, you understand and agree that we collect, use and disclose your personal information in accordance with this Global Privacy Policy (this Policy).

2. The Application of this Policy

This Policy applies to personal information regarding guests and the other individuals with whom we do business or who visit us and to the use of that personal information in any form – whether oral, electronic or written. This Policy gives effect to our commitment to protect your personal information and has been adopted by all the separate and distinct legal entities that manage, operate, franchise, license, own and/or provide services to the SW Hotel Inc.

This Policy is intended to describe the broadest range of our personal information processing activities and our internal policies and/or practices.

3. Types of Personal Information We Collect

The term “personal information” in this Policy refers to information that identifies, or is capable of identifying, you as an individual. The types of personal information that we process include:

  • Your name, gender, personal and work contact details, business title, date and place of birth, image, nationality, and passport.
  • Guest stay information, including, dates of arrival and departure, goods and services utilized, special requests made, observations about your service preferences (including room and vacation preferences), telephone numbers dialed, faxes, texts, and telephone messages received by us;
  • Your credit card details, and your account details and credentials for any frequent guest, flyer or travel partner program;
  • Any information necessary to fulfil special requests (e.g., health conditions that require specific
    accommodation or services);
  • Information, feedback or content you provide regarding your marketing preferences, in surveys,
    sweepstakes, contests, or promotional offers, or to our websites or apps and those of third parties;
  • Information collected while at the SW Hotel through the use of closed circuit television systems,
    internet systems (including wireless networks that collect data about your computer, smart or mobile device, or your location), card key and other security and technology systems;
  • Information collected while you access an SW Hotel app or SW Hotel website (we describe this in more detail in Sections 7 and 8 below);
  • Contact and other relevant details concerning the employees of corporate accounts and vendors and other individuals with whom we do business (e.g., travel agents or meeting and event planners);
  • In limited cases, information relating to the credit of customers.

Much of the personal information we process is information that you or someone acting on your behalf knowingly provides to us. However, in other instances, we process personal information that we are able to infer about you based on other information you provide to us or during our interactions with you. This Policy also applies to the personal information about you that we receive from a third party, unless specifically covered by such third party’s privacy policy.

There may be instances in which the personal information that you provide to us or that we collect is considered Sensitive Personal Information under English privacy. Those laws define “Sensitive Personal Information” to mean personal information from which we can determine or infer an individual’s racial or ethnic origin, political opinions, religious beliefs or other beliefs of a similar nature, membership in a trade union or professional association, physical or mental health or condition, medical treatment, genetic data, sexual life or judicial data (including information concerning the commission or alleged commission of a criminal offence). In some very rare instances, financial records may form part of Sensitive Personal Information where you are located. We only process Sensitive Personal Information if and to the extent permitted or required by applicable law. When you agree to this Policy, you are, to the extent required under English law, granting your express and written consent to the processing of any personal information that you provide to the SW Hotel that is considered to be sensitive personal Information or financial information. Save to the extent required by law, you are not obliged to provide the SW Hotel with any of your sensitive personal Information, and should you choose not to, this will not prevent you from purchasing any products or services from the SW Hotel.

4. How We Use Personal Information

Subject to applicable laws, we may collect, use and disclose relevant portions of your personal information in order to:

  • Provide and charge for hotel accommodation and other goods and services;
  • Provide you with a better or more personalized level of service, including information and services
    from a third party (such as additional guest services at the SW Hotel, local attractions and transportation options);
  • Respond to requests for information and services, including services from a third party (such as
    restaurants or transportation providers);
  • Fulfil contractual obligations to you, anyone involved in the process of making your travel
    arrangements (e.g., travel agents, group travel organizers or your employer) and vendors (e.g., credit
    card companies, airline operators and third-party loyalty programs);
  • Conduct market research, customer satisfaction and quality assurance surveys, and direct marketing and sales promotions;
  • Provide for the safety and security of staff, guests and other visitors;
  • Administer general record keeping;
  • Meet legal and regulatory requirements;
  • Test and evaluate new products and services;
  • Process credit applications (for example, in the context of the SW Hotel

The SW Hotel uses and retains your personal information for as long as is necessary to fulfil the Purpose.

5. Disclosures of your Personal Information

From time to time, we may disclose your personal information. We would always make that disclosure in accordance with applicable law. In some jurisdictions, data privacy laws may require us to obtain your consent before we transfer your information from your originating country to other countries. When you agree to this Policy, you are, to the extent required and permitted under your local law, granting your consent to the transfer of your personal information to such other countries for the Purpose and to the extent stated in this section and as described in Section 4 above. Circumstances where we might make such disclosure (in addition to those described in Section 4 above) include:

5.1 Our Agents, Service Providers and Suppliers Like most hotels, we may outsource the processing of certain functions and/or information to third parties. We may also engage market research firms to assist us in contacting guests for the purpose of market research and quality assurance. When we do outsource the processing of your personal information to third parties or provide your personal information to third-party service providers, we oblige those third parties to protect your personal information in accordance with the terms and conditions of this Policy, with appropriate security measures.

5.2 Consumer Insights Where we hold personal information about you, we may disclose this personal information to other companies that also hold information about you. These companies may combine the information in order to better understand your preferences and interests, thereby enabling them and us to serve you better. If your personal information is used for direct marketing purposes, you have the right to object to that by contacting us using the contact information provided under Section 12 below.

5.3 Credit Authorization When you request credit, your personal information will be used and disclosed to appropriate third parties in accordance with applicable laws for the purpose of determining whether to grant and maintain a line of credit to you.

5.4 Business Transfers As we continue to develop our business, we may sell hotels and other assets, or cease being the manager or franchisor of a hotel that is currently part of our portfolio. In those circumstances, we may include the personal information collected about you, or control of that personal information, as a business asset in any such transfer. Also, in the unlikely event that we, or substantially all of our assets, are acquired, personal information collected about you, or control of such information, may be one of the transferred assets.

5.5 Legal Requirements We reserve the right to disclose any personal information we have concerning you if we are compelled to do so by a court of law or lawfully requested to do so by a governmental entity or if we determine it is necessary or desirable to comply with the law or to protect or defend our rights or property in accordance with applicable laws. We also reserve the right to retain personal information collected and to process such personal information to comply with accounting and tax rules and Regulations and any specific record retention laws.

6. Centralized Data Processing Activities

We have centralized certain aspects of our data processing activities in accordance with applicable laws. Whenever your personal information is transferred within the SW Hotel, your personal information will be processed in accordance with the terms and conditions of this Policy and applicable laws.

7. Information We Collect When You Visit Us Online

If you access the SW Hotel website, you may wish to know the following:

7.1 You Can Browse Without Revealing Who You Are You can always visit our website without logging in or otherwise revealing who you are.

7.2 Usage Information When you visit our website, we collect information about how you use the
website. Examples of such information include the Internet Protocol address automatically assigned to your computer each time you browse the Internet, the date and time of your visit, the pages you access and the amount of time you spend on each page, the type of Internet browser you use, your device’s operating system and the URL of any websites that you visited before and after visiting our website. That information is not linked to you as an individual unless you create a user profile, but we may keep records of the device being used.

7.3 Cookies and Other Similar Technology We use cookie technology on our website to allow us to evaluate and improve the Functionality of our website. Cookies by themselves cannot be used to reveal your identity. They identify your browser, but not you, to our servers when you visit our website. For information about how the SW Hotel uses cookies, please visit our Website. If you do not want to accept cookies, you can block them by adjusting the settings on your Internet browser. However, if you block them, you will not be able to use all of the features of our website, including the customization features associated with creating a user profile. Further information about cookies and other similar technology and how they work is available at

7.4 Social Media Our website may also contain plug-ins and other features that integrate third-party social media platforms into our website. You will be able to activate them manually. If you do so, the third parties who operate these platforms may be able to identify you, may be able to determine how you use this website and may link and store this information with your social media profile. Please consult the data Protection policies of these social media platforms to understand what they will be doing with your personal data. If you activate these plug-ins and other features, you will be doing so at your own risk.

7.5 Creating a User Profile You can create a user profile on the SW Hotel website to, among other things, facilitate your online transactions, and to tailor your experience on our website to your interests. This allows us to make more appropriate recommendations to you. We may use the information you provide in your user profile to populate other databases maintained by us and our service providers, as applicable. By creating a user profile, you are agreeing that we may use the personal information you provide for these purposes. You can view, update or remove any personal information that you have provided to us for inclusion in your user profile by amending your user profile online. If you subsequently elect to remove your user profile, we reserve the right to use any personal information previously provided by you for inclusion in your user profile for record keeping and quality assurance purposes (unless we are required by law to delete or cease to process or use your personal information). Even if you choose not to create a user profile, you can still use our websites to search for and purchase services.

7.6 Links to Other Websites If you visit the SW Hotel website and decide, for example, to purchase a gift certificate, make a purchase or reservation of any kind, submit award request forms or apply for a job online, you may be seamlessly linked to websites maintained by third parties with whom we have contracted to provide those services. If you click on a link found on our website or on any other website, you should always look at the location bar within your browser to determine whether you have been linked to a different website. This Policy, and our responsibility, is limited to our own information collection practices. We are not responsible for, and cannot always ensure, the information collection practices or privacy policies of other websites maintained by third parties or our service providers where you submit your personal information directly to such websites. In addition, we cannot ensure the content of the websites maintained by these third parties or our service providers, even if accessible using a link from our websites. We urge you to read the privacy and security policies of any external websites before providing any personal information while accessing those websites.

7.7 Security Because the security of your personal information is important to us, we use Secured Socket Layer (“SSL”) software in order to encrypt the personal information that you provide to us. If your browser is SSL enabled (which most are), your transmission of personal information to us online will be encrypted. You can verify whether your personal information is transmitted using SSL encryption by confirming the symbol of a closed lock or solid key on the bottom bar of your browser window. You can also verify that your personal information will be encrypted using SSL encryption by making sure that the prefix for the web address listed for that page has changed from “http” to “https”. If you do not see the appropriate symbol and the “https” prefix, you should not assume that the personal information that you are being asked to provide will be encrypted prior to transmission. The personal information we collect from you online is stored by us and/or our service providers on databases protected through a combination of physical and electronic access controls, firewall technology and other reasonable security measures. Nevertheless, such security measures cannot prevent all loss, misuse or alteration of personal information and we are not responsible for any damages or liabilities relating to any such incidents to the fullest extent permitted by law. Where required under law, we will notify you of any such loss, misuse or alteration of personal information that may affect you so that you can take the appropriate actions for the due Protection of your rights.

7.8 Minor Children Our website does not sell products or services for purchase by children and we
do not knowingly solicit or collect personal information from children. If you are under the age of 21 (or a minor in the jurisdiction in which you are accessing our website), you may only use our website with the involvement of a parent or guardian.

7.9 Targeted Advertising Where permitted by law, we may work with other companies to show you advertisements we think you may find relevant and useful. This may include advertisements displayed on our own website or apps, or advertisements from us displayed on other companies’ websites. The advertisements you see may be based on information collected by us or third parties and/or may be based on your activities on our website or third-party websites.

8. Apps

If at any time you download or register to use our apps, you may submit personal information to us such as your name, address, email address, phone number, date of birth, username, password and other registration information, financial and credit card information, personal description and/or image.

Further, when you use our apps, we may collect certain information automatically, including technical information related to your mobile device, your device’s unique identifier, your mobile network information, the type of mobile browser you use and information about the way you use the app.

Depending on the particular app you use and only after you have agreed to such collection, we may also collect information stored on your device, including contact information, friends lists, login information (where necessary to allow us to communicate with other apps at your request), photos, videos, location information or other digital content. Further details of the kinds of information we collect is set out in the privacy notice for each individual app.

9. Choice

You may always choose what personal information (if any) you wish to provide to us. However, if you choose not to provide certain details, some of your experiences with us may be affected (for example, we cannot take a reservation without a name and email address). If you provide us with your contact details (e.g., postal address, email address, telephone number), we may contact you to let you know about the products, services, promotions and events offered in which we think you may be interested.
We may also share your personal information with carefully selected third parties who may
communicate directly with you. In some jurisdictions, data privacy laws may require us to obtain a
separate consent before we do so. You can always choose whether to receive any or all of these
Communications by contacting us as described in Section 12 below or following the “unsubscribe” instructions contained in the Communications. If you have an account with the SW Hotel we ask you to indicate your communication preferences at the time you apply for membership or when you create your user profile. We may also ask you to indicate how you would like to receive any offers, marketing and promotional information (e.g., via email or regular mail) and whether you would be willing to participate in surveys. Once you have indicated your preferences, you can always change them. In some jurisdictions, in addition to you agreeing to this Policy, data privacy laws may require us to obtain a separate consent before we send you information that you have not specifically requested. In certain circumstances, your consent may be implied (e.g., where
Communications are required in order to fulfil your requests and/or where you have volunteered
information for use by us). In other cases, we may seek your consent expressly in accordance with
applicable laws (e.g., where the information collected is regarded to be Sensitive Personal Information under local Regulations). We will abide by any request from you not to send you direct marketing materials. When such a request is received, your contact details will be “suppressed” rather than deleted. This will ensure that your request is recorded and retained unless you provide a later consent that overrides it.

10. Updating or Accessing Your Personal Information

With some limited exceptions, you have rights to access and update personal information held about
you. If you want to inquire about any personal information we may have about you, you can do so by sending us a written request by email to the addresses set out in Section 12 below. Please be sure to include your full name, address and telephone number and a copy of a document evidencing your
identity (such as an ID card or passport) so we can ascertain your identity and whether we have any
personal information regarding you, or in case we need to contact you to obtain any additional
information we may require to make that determination.

We reserve the right to charge you a fee, if permitted under applicable law, which is usually around GBP £10 for processing any such request. Where you make more than one request in quick succession, we may respond to your subsequent request by referring to our earlier response and only identifying any items that have changed materially.

You may request that we correct, cancel, and/or stop processing or using personal information that we hold about you. If we agree that the personal information is incorrect, or that the processing should be stopped, we will delete or correct the personal information. If we do not agree that the personal information is incorrect we will tell you that we do not agree, explain our refusal to you and record the fact that you consider that personal information to be incorrect in the relevant file(s).

11. Changes to this Policy

Just as our business changes constantly, this Policy may also change. To assist you, this Policy has an
Effective date set out at the end of this document.

12. Request for Access to Personal Information/Questions or Complaints

If you have any questions about this Policy, about the processing of your data described, or any concerns or complaints with regard to the administration of the Policy, or if you would like to submit a request (in the manner described in Section 10 above) for access to or deletion of the personal information that we maintain about you, please contact us by phone or email. While this Policy alone does not create contractual rights, The SW Hotel has ensured compliance with its legal obligations in the United States in relation to personal information by creating a set of binding standards and policies. As a result, depending on your circumstances and location, you may be able to enforce your privacy rights using those standards or policies through that regulator or a court. If you would like to know more about these standards and policies, please contact the SW Hotel. All requests for access to your personal information must be submitted in writing by email from the email address we hold on file, although we may, in addition, request proof of identification. We may respond to your request by letter, email, telephone or any other suitable method. Effective Date: 12/1/2018
In the event of any inconsistencies between the English version of this Policy and any version of this Policy in any other language, the English version shall prevail January 1, 2018.


  • Our mission is to create a positive guest experience that will resonate before, during and after your stay. We believe our guests prefer value for money and tailored service rather than non-essential indulgences when staying at a hotel. We appreciate your business and seek to make each guest’s stay a positive and rewarding experience.
  • We would greatly appreciate it if you could find the time to leave a review on TripAdvisor, Facebook, Google or any of the Online Travel Agency websites just to reassure us that we are meeting the high standards our customers expect of us.
  • We also respect your privacy and promise not to bombard you with unnecessary emails.