What are cookies?

Most websites need to collect basic information on their users to work properly. To do this, websites - including this one - create small text files known as cookies on their users' devices.

There are a lot of different cookies which do a lot of different jobs. They can be used to remember your preferences on sites you visit often, to remember which products are in your online shopping baskets, and to make sure that the online adverts that you see are relevant to you.

Most of the data that cookies collect is anonymous. However, some of it is designed to detect patterns in site usage, user behaviour and approximate location to improve the experience of our users.

Information collected by cookies is not personally identifiable.

Holiday Extras run Alton Towers Holidays on behalf of Merlin Entertainments LTD. The cookies used by Holiday Extras (Short Breaks) can be categorised as essential, performance, advertising or functional. You can find out more about the cookies we use and why we use them below.

Essential cookies

These cookies are required for Alton Towers Holidays to work properly and to provide you with the information you request. These cookies do not collect any personal information and help you make your booking.
Cookie What it's for
Holiday Extras (Short Breaks) Holiday Extras (Short Breaks) uses first-party cookies to store information about interactions with the site. These make your booking possible. Without them services that you have asked for cannot be provided. An example of how we use these cookies is: on payment, a first-party cookie is used to link you to your payment for analysis and reporting.

Performance cookies

These help us understand how people are using the Alton Towers Holidays website, so we can understand where and how we can improve. They also allow us to test new ideas with to enhance your site experience.
Cookie What it's for

Holiday Extras (Short Breaks) uses Google products, including but not only Google Analytics, Tag Manager and Optimise. None of these cookies will ever store or use personally-identifiable information about a user. Google mainly uses first-party cookies to report on user interactions.

To opt out of Google Analytics, please visit this link.

Hotjar Sets first-party cookies for user insights, measurement and analysis.

Sets first and third-party cookies to allow customers to opt-in for emails and for tracking and analysis of email subscribers.

We may collect information which includes:

  • Page/pages viewed by a contact (this includes page title, page URL, and date and time of the view).
  • Duration of views.
  • Total number of pages viewed.
  • IP address.

Data is kept for 365 days from the last time the contact identified themselves.

Anonymous data is stored for a default period of 30 days before being deleted.

You can unsubscribe from our email database and all related tracking and analysis here.

Functional cookies

These help us personalise your experience, for instance, remembering your preferences and settings. For example, if you turn down an invitation to receive our emails, we'll use functional cookies to remember not to ask you again.
Cookie What it's for

Sets third-party cookies to set your preferences, remembering when you dismiss an invitation to join our email database and ensuring you won't be shown it again.

Google Holiday Extras (Short Breaks) uses YouTube to embed video content. YouTube may still set cookies on your device once you click on the YouTube video player.

Advertising cookies

These help us to ensure that users of the Alton Towers Holidays website are served the most relevant ads for our products and services.
Cookie What it's for

Holiday Extras (Short Breaks) uses Google advertising products, including but not only AdWords and Doubleclick. None of these cookies will ever store or use personally-identifiable information about a user. Google uses third-party advertising cookies to enable features, such as remarketing and provide users with a more tailored experience.

To opt out of personalised ads please review your Google Ad Settings.


Facebook sets third-party cookies for the purposes of advertising, insights and measurement. Your ad preferences are based on information you've shared with Facebook, pages you like or engage with, ads you click on, apps and websites you use, and information from data providers.

You can change all ad preferences within Facebook settings


Holiday Extras (Short Breaks) uses Microsoft products such as BingAds. These may use cookies and web beacons from third-party service providers as well as setting first-party cookies for advertising and measurement.

You can opt out and change your settings from Microsoft by visiting their opt-out page.

AWIN Sets third-party cookies for the purposes of facilitating exclusive discounts and deals for members of our affiliate network.

Sets third-party cookies for the purposes of advertising.

  • The Platform uses cookies to distinguish between unique web browsers, and to store data for advertising purposes, including interest-based advertising.
  • The Platform uses cookies to store ad delivery and reporting data for clients, such as, for example, which ad was shown, the number of times a particular ad has been shown, and how recently an ad was shown to a particular web browser.
  • The Platform uses cookies to enable ad buyers to track users' responses (clicks and conversions) to ads purchased on the platform.
  • The Platform uses cookies with non-unique values for server load-balancing and similar technical purposes.
  • The Platform uses non-unique cookies to store users' opt-out choices.
  • Cookies play a role in cross-device linking in that cookies from different browsers or devices might be associated with each other.
  • You can opt out and change your settings by visiting AppNexus's opt-out page.

How to control and delete cookies

To delete any cookies stored in your browser go to the help and support area on your internet browser for instructions.

Information on deleting or controlling cookies is also available at www.allaboutcookies.org