Ventrata
Ventrata is a tours and attractions reservation and OS platform built by Ventrata Ltd in London. It powers booking widgets, hosted checkout pages and channel management for tour operators, museums, theme parks and experience providers across Europe. The Ventrata widget loads on the operator website, sets cookies to remember the booking session, and transmits the customer name, email, phone and payment metadata to Ventrata to fulfil the booking. Operators must comply with GDPR transparency, consent and transfer rules.
What does Ventrata do?
What Ventrata is
Ventrata is a reservation, channel management and operating system platform for the tours and attractions industry, built by Ventrata Ltd in London. It is widely used by tour operators, museums, theme parks, escape rooms and experience providers in Europe and beyond. Operators integrate Ventrata by embedding a JavaScript booking widget on their website, by redirecting customers to a Ventrata hosted checkout page, and by syndicating availability through Ventrata channel manager to OTAs (GetYourGuide, Viator, Klook, etc.).
What data and cookies Ventrata collects
The Ventrata booking widget sets first party or third party cookies that remember the booking session, link the customer to a Ventrata server side session and persist the cart. The platform processes the booking itself: customer name, email, phone, date and party size, optional special requests, payment metadata, and ticket QR or barcode after confirmation. Marketing modules can add analytics, conversion and remarketing cookies, which are non strictly necessary.
GDPR and ePrivacy implications
The cookies needed to keep the booking session and process the cart fall under the Article 5(3) ePrivacy strictly necessary exemption. Marketing, remarketing and analytics cookies are non strictly necessary and require consent. The processing of name, email, phone and payment data relies on contract performance under Article 6(1)(b) GDPR, with transparency obligations under Articles 13 and 14 GDPR. Ventrata Ltd is the processor under Article 28 GDPR.
Consent requirements and legal basis
Booking, ticket delivery and payment rely on contract performance (Article 6(1)(b) GDPR). Fraud prevention and PCI DSS aligned security rely on legitimate interest (Article 6(1)(f) GDPR). Marketing, analytics, remarketing and conversion measurement rely on consent (Article 6(1)(a) GDPR). The retention of booking data for accounting purposes relies on legal obligation (Article 6(1)(c) GDPR).
Data transfers and hosting
Ventrata is established in the United Kingdom, which benefits from a European Commission adequacy decision under Implementing Decision (EU) 2021/1772, so transfers from the EEA to the UK do not require additional safeguards. Ventrata uses AWS multi region infrastructure and can route data to US regions for some services. Operators must therefore review the Ventrata sub processor list, sign the DPA, and rely on Standard Contractual Clauses or the EU US Data Privacy Framework for any US sub processing.
Practical compliance steps
Sign the Ventrata DPA, list Ventrata Ltd in the privacy notice as a processor, mention the UK adequacy decision and any US sub processing. Integrate the Ventrata widget in the CMP with the booking session cookies always on and the marketing or analytics cookies gated behind consent. Limit the data fields collected to those strictly required for the booking and align the retention with PCI DSS and the accounting rules of the operating jurisdiction.
Ventrata and the GDPR
Ventrata is classified as “Preferences”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Contract performance (Art. 6(1)(b) GDPR) for the booking, payment and ticket delivery; consent (Art. 6(1)(a) GDPR) for marketing analytics and tracking cookies set by the widget; legitimate interest (Art. 6(1)(f) GDPR) for fraud prevention.
- Risk level
- medium
- Applicable regulations
- GDPR, UK GDPR, ePrivacy Directive, PCI DSS
Impact assessment (DPIA)
A DPIA is not generally required for using Ventrata on a typical tour or attraction website because the data processed is limited to what is needed to fulfil a booking. A DPIA becomes relevant when the operator combines Ventrata with extensive marketing analytics, profile based remarketing, or when sensitive product categories are sold (for example tours marketed to minors with parental data, accessibility accommodations involving health information).
Sample text for your banner
Our website uses Ventrata, a tours and attractions booking platform by Ventrata Ltd (United Kingdom), to handle reservations, payment and ticket delivery. Strictly necessary cookies are used to keep your booking session and to process your payment; these do not require your consent. With your permission we also activate optional analytics and marketing cookies that help us improve the booking flow.
What Ventrata sets and contacts
- Tracking method
- Embedded booking widget loaded via JavaScript on the operator website, plus a hosted checkout page
- Server location
- United Kingdom (Ventrata Ltd, London) with multi region AWS infrastructure including EU regions
- Data transferred outside the EU
- Ventrata is operated by Ventrata Ltd from London, United Kingdom, which is recognised by the European Commission as offering an adequate level of data protection under Implementing Decision (EU) 2021/1772. Ventrata also uses AWS regions, including EU and US regions, and integrates with payment service providers and CRM systems. Limited transfers to the United States can therefore occur through these sub processors and rely on Standard Contractual Clauses or the EU US Data Privacy Framework.
Cookies set (4)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| vt_session | third_party | Session | Session identifier set by Ventrata to link the booking widget on the operator domain with a server side Ventrata booking session. Strictly necessary. |
| vt_basket | third_party | 24 hours | Persistent basket cookie used by Ventrata to retain the selection (tour, date, party size, options) while the customer fills in the booking details. |
| vt_csrf | third_party | Session | Cross site request forgery protection token used by Ventrata to authorise booking submissions. |
| vt_locale | first_party | 12 months | Stores the language and currency chosen by the visitor for a consistent booking experience. |
Third-party domains contacted (4)
ventrata.comapi.ventrata.comcheckout.ventrata.comwidget.ventrata.com
Frequently asked questions about Ventrata
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Which cookies does the Ventrata widget set?
The Ventrata booking widget sets a session cookie that links the visitor to a server side booking session, a basket cookie that retains the selection while the customer fills in the booking details, and a CSRF token cookie. Optional analytics or marketing cookies can be added by enabled modules.
Is user consent required for Ventrata?
The cookies needed for the booking session and cart fall under the ePrivacy strictly necessary exemption and do not require consent. Optional analytics, marketing or remarketing cookies must remain blocked behind a CMP until consent is given.
What is the legal basis for Ventrata?
Booking, ticket delivery and payment processing rely on contract performance under Article 6(1)(b) GDPR. Fraud prevention and security rely on legitimate interest under Article 6(1)(f) GDPR. Marketing and analytics rely on consent under Article 6(1)(a) GDPR. Accounting retention relies on legal obligation under Article 6(1)(c) GDPR.
Does Ventrata transfer data outside the EEA?
Ventrata is established in the United Kingdom, which benefits from a European Commission adequacy decision, so EU to UK transfers do not need additional safeguards. Ventrata uses AWS regions and may rely on US sub processors for some services; those transfers rely on Standard Contractual Clauses or the EU US Data Privacy Framework.
Is a DPIA required for Ventrata?
Not generally, when Ventrata is used as a booking platform with the data limited to the booking itself. A DPIA becomes relevant if the operator combines Ventrata with extensive analytics, remarketing or sensitive product categories (offers for minors, accessibility data).
How do I implement Ventrata compliantly?
Sign the Ventrata DPA, list Ventrata Ltd in the privacy notice as a processor, mention the UK adequacy decision and any US sub processing. Integrate the widget in the CMP, with booking session cookies always on and marketing or analytics cookies gated behind consent. Limit collected fields to those required for the booking and align retention with PCI DSS and the local accounting rules.
What are the alternatives to Ventrata?
For tours and attractions ticketing, alternatives include Bookeo, Checkfront, Rezdy, FareHarbor (Booking Holdings), TicketingHub and Bokun. EU based alternatives include Regiondo (Germany) and Smeetz (Switzerland). The compliance profile is broadly similar; the choice depends on coverage, integrations and pricing.
How do I document Ventrata in the cookie policy?
List the strictly necessary cookies (session, basket, CSRF) with their names and durations. List optional analytics, marketing and remarketing cookies with purpose, duration and recipient. Mention Ventrata Ltd in the recipient list, describe the UK adequacy decision and any US sub processing.
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