Privacy Policy

Hotel Birger Jarl AB (hereinafter referred to as HBJ) shall take all reasonable measures to ensure that the protection of personal integrity is strong within the company. This applies to the processing of personal data about guests and staff, as well as other individuals who may be registered in Hotel Birger Jarl AB's IT system.

All system development, service development and business development shall be carried out with respect for personal integrity and in accordance with current Swedish privacy legislation. To achieve adequate privacy protection, Hotel Birger Jarl AB shall not only ensure that personal data is protected by modern and cost-effective technology. It is equally important to continuously work with issues such as loyalty, awareness, training and organization.


Explanation of collection

By using our products or services and/or agreeing to this statement, e.g. in connection with registering for any of our products or services, you consent to the collection and use of your personal data as described in this statement.

Please note that this statement does not apply to our processing of personal data on behalf of and as directed by third parties such as airlines, car rental companies and other service providers, companies arranging or offering package holidays, marketing partners or corporate customers.

  • Personal data we collect
  • Use of personal data collected about you
  • Personal data we collect from third parties
  • Personal data that we share
  • Other information
  • Sensitive data
  • Personal data of children
  • Links to third party websites and services
  • Protecting personal data
  • Change and access personal data
  • Keeping personal data
  • Your rights
  • If you are applying for a job with us


Personal data we collect

HBJ/HTL collects personal data in the following ways:

  • When you choose to purchase and/or ask questions about one of HBJ's services.
  • From people acting on your behalf.
  • In the B2B market. For example, in a sales situation where you ask questions about one of HBJ's services and/or request a cooperation agreement.
  • Via web browsers and invisible pixels.
  • In connection with the use of HBJ digital services.
  • When signing up for BT Buddies and when subscribing to the HBJ newsletter.
  • From social media, advertising and analytics providers, and public records.
  • Via television surveillance.

The collection and processing of personal data is always carried out in accordance with the law. Television surveillance is installed as a security measure for employees and guests. The surveillance takes place basically at the hotel entrance, in guest and employee areas at the reception and bar, and at goods intake.

HBJ collects, inter alia, the following personal data

  • Name, address, telephone number, e-mail address, date of birth and other general information.
  • Credit card details - possibly to guarantee your booking.
  • Demographic data.
  • Using BT Buddies.
  • Feedback via our customer surveys.
  • Feedback on social media and other digital platforms.
  • Browser information.
  • Details of your company and relevant contacts.

You may, at your discretion, choose to provide HBJ with personal data in addition to the general personal data that you consider may be relevant, either for security reasons and/or to enable HBJ to tailor the service specifically to you.

This may include information on:

  • Disability
  • Allergy
  • Specific food preferences
  • Medical condition

If you choose to do so, the HBJ considers it at the same time as consent to record and store this sensitive information on your profile.


Use of personal data collected about you

We use your personal data in a variety of ways, including to deliver and personalize the services you request and expect from HBJ, to provide you with expected in-room and in-room hospitality at our hotels and restaurants and conferences, administer the Birger Buddies program, conduct direct marketing and sales campaigns, and as set out in more detail below:

Marketing and communications: Where permitted, we may use your personal data to provide or offer you newsletters, promotions and special offers and other marketing messages in accordance with any communication requests you have made.

We use your data to provide you with notifications during your stay, account notifications and booking confirmations, to send you marketing messages and to conduct surveys, prize draws and other competitions. We may provide these communications via email, postal mail, online advertising, social media, telephone, text messaging (including SMS and MMS), push notifications, in-app notifications and other methods (including notifications at hotels and resorts, such as the TV in your room).

With your consent, we also use user-generated content (such as images) from social media services to provide on-screen advertising or on our website and in our apps.


Personal data we collect from third parties

In addition to receiving information from you, in some cases HBJ will supplement our information with, for example, information from a third party, a group manager or a partner. In such cases, it is the duty of the third party to inform the affected guests of HBJ's terms and conditions and applicable privacy policy. Similarly, it is the third party's duty to provide the necessary consent for the registration and processing of sensitive information.


Personal data that we share

Processors. Where it is necessary for us to provide our services, we share
your personal data with companies that are so-called data processors for us. A processor is a company that processes the information on our behalf and according to our instructions. We have processors who help us with:

  1. Transporter.
  2. Payment solutions (card redemption companies, banks and other payment service providers).
  3. Marketing (print and distribution, social media, media agencies or advertising agencies).
  4. IT services (companies that manage the necessary operation, technical support and maintenance of our IT solutions).

When your personal data is shared with data processors, it is only for purposes that are consistent with the purposes for which we collected the information (e.g. to fulfil our obligations under the purchase agreement or the loyalty programme membership terms).

We check all data processors to ensure that they can provide sufficient guarantees regarding the security and confidentiality of personal data. We have written agreements with all processors whereby they guarantee the security of the personal data being processed and agree to comply with our security requirements and restrictions and requirements regarding the international transfer of personal data.

The independent controllers with whom we share your personal data are:

  1. Public authorities (police, tax authorities or other authorities) if we are obliged to do so
    by law or on suspicion of a crime.
  2. General transport companies (logistics companies and freight forwarders).
  3. Companies offering payment solutions (card redemption companies, banks and other payment service providers).

When your personal data is shared with a company that is an independent data controller
the company's privacy policy and personal data management.


Sensitive data

The term "sensitive data" refers to data concerning your racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, health, sex life or sexual orientation, criminal background and any biometric data used for unique identification.

We do not normally collect sensitive information unless you provide it voluntarily. We may use information about your health that you have provided in order to serve you better and to meet your specific needs (e.g. to provide disability accommodation).


Personal data of children

We do not knowingly collect personal data from persons under the age of 18. As a parent or guardian, you should not allow your children to submit personal data without your permission.


Links to third party websites and services

Our website and mobile apps may contain links to third-party websites. Please note that we are not responsible for the collection, use, maintenance, sharing or disclosure of data and information by such third parties. If you provide information on and use third party websites, the privacy policy and terms of service of the respective website will apply. We recommend that you read the privacy policies of the websites you visit before submitting any personal data.

HBJ may also cooperate with a limited number of internet service providers to offer our guests internet access. Your use of internet services at the hotel is subject to the external ISP's terms of use and privacy policy. You can access these terms and policies using the links on the service's login page or by visiting the ISP's website.


Protecting personal data

HBJ will take reasonable steps to: (i) protect personal data from unauthorized access, disclosure, alteration or destruction; and (ii) keep personal data accurate and up-to-date as applicable. We also seek to require our affiliates and service providers with whom we share personal information to take reasonable steps to keep your personal information confidential.

For online transactions, we use reasonable technical methods to protect the personal data you send to us via our website. For your own privacy protection, we ask that you do not send payment card numbers or other confidential, personal information to us via email. We will not contact you via mobile/text messages or email to ask for your confidential personal information or payment card details. We will only ask for payment card details over the phone when you make a booking or purchase a package deal.


Change and access personal data

As a member of BT Buddies, you can access, review and update the information you provided to us at the time of registration at any time by contacting the hotel.

To the extent required by applicable law, you may request that we inform you which of your personal data we retain and, if applicable, request that we update, correct and/or delete personal data that we maintain in our active database. We will make all required updates and changes within the timeframe specified by applicable law and, if permitted by applicable law, may charge an appropriate fee to cover the cost of such a request. Such written requests can be sent to or Hotel Birger Jarl AB, Tulegatan 8, 104 32 Stockholm.

In order to protect your privacy, we can only reply to such a request to the e-mail address you have registered or otherwise provided to us.


Keeping personal data

We will retain your personal data for the period necessary to fulfil the purposes described in this statement, unless a longer period is required or permitted by applicable law. We will destroy your personal data as soon as practicable and in a way that it cannot be restored or recreated. If the personal data is printed on paper, it will be destroyed in a secure manner, such as in a paper tray, by burning the documents or by other means, and the personal data it has been stored in electronic form will be destroyed by technical means to ensure that it cannot be restored or recreated at a later date.


Your rights

Under the GDPR, you have a number of rights.

  • You have the right to know what personal data HBJ processes about you.
  • You have the right to have the personal data HBJ has registered about you corrected and updated.
  • You have the right to have the personal data HBJ has registered about you deleted. If you wish to have your personal data deleted, HBJ will delete all personal data that HBJ is not legally obliged to keep.
  • If the processing of personal data is based on your consent, you have the right to withdraw your consent, which means that the processing will then cease, except in cases where HBJ is required by law to process the personal data.

You may, by written request to HBJ, either obtain a copy of your personal data, have your personal data corrected, object or request the deletion of your personal data. The request must be signed by you and contain your name, address, telephone number, e-mail address and your BT Buddies membership number, if any.


If you are applying for a job with us

When you apply for employment with HBJ, the information you have provided to HBJ in connection with your application is processed.
This is normally general personal data, such as name, address, telephone number and e-mail address, information on educational background and information on current and previous professional activities.

As part of the recruitment process for certain positions, the HBJ may ask candidates to complete a personality test. The results of this test are processed by HBJ's HR department and the relevant head of department. HBJ uses the data to assess whether HBJ wants to offer you a position and to communicate with you in connection with the recruitment process. Only relevant managers, the HR department and IT administrators have access to your data with personal passwords.

If you are employed at HBJ, your data will be stored in accordance with the HBJ personal data policy for employees. As a general rule, applications from candidates who are not employed are saved for 6 months after rejection. HBJ obtains consent from the applicant to save the application in the recruitment system. In some cases, HBJ may also pass on your personal data if this is required by law, a court decision or current legislation.

If you want access to the data HBJ processes about you, either in connection with updating your data, or if you want HBJ to delete your data, you can contact the HBJ HR department by e-mail: You can object at any time to the use of your data for further processing.

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