Privacy Policy

Last updated: May 1, 2026

Apparent Inc. (“Apparent Car Rentals,” “appaRent,” “we,” “our,” or “us”) operates the website apparentcar.com and provides car rental services in Barbados. This Privacy Policy explains how we collect, use, disclose, and protect your personal information when you use our website, make a reservation, communicate with us, or participate in our loyalty programme.

By using our website or services, you agree to the terms of this Privacy Policy. If you do not agree, please discontinue use of our website.

1. Information We Collect

a. Information You Provide

  • Reservation & rental details: Name, email address, phone number, driver’s licence number, pick-up and return dates, and vehicle preferences.
  • Payment details: Credit or debit card information processed through our Internet Payment Gateway (IPG). We do not store full card numbers on our servers.
  • Account & loyalty programme: Login credentials (email or social sign-in), loyalty tier, rental history, and reward balances.
  • Contact form submissions: Name, email, and any message content you submit via our website contact forms.
  • Communications: Content of messages you send to us via WhatsApp, SMS, or email.

b. Information Collected Automatically

  • Usage data: Pages visited, time spent on site, links clicked, browser type, device type, and IP address.
  • Cookies and tracking technologies: We use cookies, local storage, and similar technologies to enhance your experience and analyse site usage (see Section 4).
  • Google Analytics: We use Google Analytics to understand how visitors use our website. Google Analytics collects anonymised data such as page views, session duration, and traffic sources. You can opt out using the Google Analytics Opt-out Browser Add-on.

2. How We Use Your Information

  • Process and manage your vehicle reservation and rental agreement.
  • Charge and process payments securely through our IPG.
  • Operate and manage your Apparent Loyalty account and applicable tier perks.
  • Send booking confirmations, receipts, reminders, and rental updates via email, WhatsApp, or SMS.
  • Respond to enquiries submitted via contact forms, WhatsApp, or other channels.
  • Improve our website, services, and customer experience using aggregated analytics data.
  • Meet legal, regulatory, and insurance obligations applicable in Barbados.
  • Detect and prevent fraud or abuse of our services.

3. Payment Information

All online payments are processed through a secure Internet Payment Gateway (IPG) provided by our banking partner. We use industry-standard encryption (SSL/TLS) to transmit payment data. We do not store full credit or debit card numbers, CVV codes, or PINs on our systems. Card tokenisation or references may be retained solely for refund and dispute resolution purposes.

Payments made in person at our office are processed via point-of-sale terminals that are similarly compliant with payment card security standards.

4. Cookies

Our website uses cookies to:

  • Essential cookies: Enable core site functions such as booking sessions and the customer portal login.
  • Analytics cookies: Collect anonymised data via Google Analytics to measure website performance and visitor behaviour.
  • Preference cookies: Remember your settings and preferences across visits.

You can manage or disable cookies in your browser settings. Disabling essential cookies may affect your ability to complete a reservation or access the customer portal.

5. WhatsApp & SMS Communications

We communicate with customers via WhatsApp and SMS to send booking confirmations, rental reminders, payment receipts, and customer support responses. By providing your phone number and initiating or accepting communication via these channels, you consent to receiving such messages from Apparent Inc.

  • We will never sell or share your phone number with third parties for their own marketing purposes.
  • Message frequency varies depending on your reservation activity.
  • To opt out of WhatsApp or SMS communications, reply STOP or contact us directly.

6. Sharing Your Information

We do not sell your personal information. We may share it in the following limited circumstances:

  • Service providers: Payment processors (IPG), email and SMS delivery services, and website hosting providers who act under strict data-processing agreements.
  • Legal requirements: Where required by Barbadian law, court order, or government authority.
  • Insurance & liability claims: Relevant rental details may be shared with insurers in the event of an accident or dispute.
  • Business transfers: In the event of a merger or acquisition, your data may transfer to the acquiring entity under the same terms.

7. Data Retention

We retain personal information for as long as necessary to fulfil the purposes described in this policy or as required by law. Rental records are typically retained for a minimum of five (5) years for insurance and regulatory purposes. Loyalty account data is retained while your account is active and for a reasonable period thereafter.

8. Data Security

We implement appropriate technical and organisational measures to protect your personal information against unauthorised access, loss, or misuse. These include SSL/TLS encryption, restricted access controls, and regular security reviews. However, no method of transmission over the internet is completely secure.

9. Third-Party Links

Our website may contain links to third-party websites (e.g., Barbados Tourism Authority, airline partners). We are not responsible for the privacy practices of those sites and encourage you to review their policies independently.

10. Your Rights

You have the right to:

  • Request access to the personal data we hold about you.
  • Request correction of inaccurate data.
  • Request deletion of your data, subject to legal retention requirements.
  • Withdraw consent for WhatsApp/SMS communications at any time.
  • Lodge a complaint with the relevant data protection authority in Barbados.

To exercise any of these rights, please contact us using the details below.

11. Children’s Privacy

Our services are not directed to individuals under the age of 18. We do not knowingly collect personal information from minors. If you believe a minor has provided us with personal data, please contact us so we can delete it.

12. Changes to This Policy

We may update this Privacy Policy from time to time. The “Last updated” date at the top of this page reflects the most recent revision. Continued use of our website or services after changes are posted constitutes your acceptance of the revised policy.

13. Contact Us

If you have any questions or concerns about this Privacy Policy or your personal data, please contact us:

Apparent Inc. (appaRent Car Rentals)
Barbados
Website: apparentcar.com
Email: info@apparentcar.com