Privacy

Last updated 8 October 2026

Formáli ehf. (Hafnarstræti 6, 400 Ísafjörður, Iceland) is the data controller for this website. We collect as little as we can.

What we collect

• Bookings: name, email, phone, pickup location and participant details you enter at checkout. These are processed by Bókun and shared with the operator running your tour so they can deliver it. Card details go directly to Stripe; we never receive them.
• Your trip planner: the experiences you add to "Your trip" are stored only in your own browser (local storage); we do not see them — until you ask us to email you the plan. Then we keep your email address and the tour ids for 30 days, send the plan and one reminder, and delete them.
• Sold-out watches: when you ask to be told if a seat opens on a date, we keep your email, the tour and the date until the day after that date and email you once if a seat appears.
• Unfinished checkouts: once you have started paying and seats are being held, we keep your name, email and the tours for seven days so we can send one email if the payment does not complete.
• Reviews: the day after your tour we email you once asking for a review. A review you write is published with your first name and its text; your email stays attached to it so we can answer you about it, and we delete it when you ask.
• Gift and booking requests: what you type into the gift-voucher or "book this for me" forms, kept until we have answered.
• Chat: what you type to the assistant is sent to Anthropic, the AI provider, to produce the answer; we keep the conversation only in your browser session. Do not put card details in it.
• Contact: whatever you send us by email or through the contact form, used only to answer you.
• Ring Road plan and price requests: when you ask for the 7-day Ring Road plan or a price for a tour, we keep your email address (and, for a price request, the date, group and notes you give) to send what you asked for. If you also tick the box for occasional news, we record that choice, its wording and when you made it. These records are deleted after two years, or straight away if you ask.
• Referral links: after a booking we store your booking code and email against your personal referral code, and the booking code of any friend who uses it, so we can pay the credit. Kept for two years.
• Analytics and ads measurement: only if you accept the consent banner — Google Analytics 4 (anonymised IP) and Google Ads conversion measurement, via Google Consent Mode v2. Decline and no analytics or advertising cookies are set; booking works the same either way. You can change your choice by clearing site data.

Why and for how long

Booking data is kept as required by Icelandic accounting law (seven years) and to handle changes, refunds and questions about your trip. Contact emails are kept for two years. Analytics are aggregated and never linked to you.

Emails we send

A booking confirmation. One review request the day after your tour. One email if a payment you started did not complete. The plan you asked us to save, plus one reminder. One email if a seat you are watching opens. There is no newsletter.

Who we share with

The tour operator you book with, Bókun (booking platform), Stripe (payments), Resend (our email sender, EU region), Cloudflare (hosting and security) and Anthropic (the chat assistant). Nobody else, and never for marketing.

Your rights

You can ask for a copy of your data, correction or deletion at any time at [email protected]. You may also complain to Persónuvernd, the Icelandic Data Protection Authority.

Cookies

Our own pages set analytics and advertising cookies only if you accept them in the consent banner (Google Analytics 4 and Google Ads, Consent Mode v2); declining does not affect booking. The booking checkout (Bókun) uses strictly necessary cookies to keep your basket and payment session working.