Cookie Policy
Learn how Ruma Travel uses cookies and similar technologies.
Ruma Travel Ltd · Version 30 October 2026
1. About this policy
This Cookie Policy explains how Ruma Travel Ltd ("Ruma", "we", "us" or "our") uses cookies and similar technologies on rumatravel.co.uk. It tells you what they are, which ones we use and why, how long they last, and how you can change your choices at any time.
Ruma helps you plan trips and compare flights and hotels with cash and points. Our website does not book anything. Cash bookings happen on KAYAK and partner websites, and points bookings happen on airline and hotel websites. Section 10 explains what happens with cookies when you click through to them.
This policy sits alongside our Privacy Policy, which explains more generally how we collect and use personal information.
This policy covers rumatravel.co.uk. Our US website, rumatravel.com, is due to open in January 2027, and we will update this policy before it opens.
2. What cookies and similar technologies are
A cookie is a small text file that a website saves in your web browser. The website can read it again later, for example to keep you signed in as you move from page to page, or to remember your language.
Cookies set by the website you are visiting are called first-party cookies. Cookies set by another company whose tools the website uses, such as Google or Meta, are called third-party cookies. Some cookies are deleted when you close your browser. Others stay for a set time, such as 90 days or a year, unless you delete them first.
Websites can also keep information in your browser in other ways. Ruma uses two of them:
- Local storage keeps information in your browser until it is deleted. It has no end date of its own, so the tables below say when our site clears it.
- Session storage keeps information for one browser tab only. It is wiped when you close that tab.
Some advertising tools also use pixels. A pixel is a small piece of code that tells a company when a page has been viewed or a link has been clicked. Pixels usually work together with cookies.
UK law treats all of these technologies in the same way as cookies, and so do we. In this policy, "cookies" includes local storage, session storage and pixels unless we say otherwise.
3. Your consent
We only store information on your device, or read information from it, where this is strictly necessary to give you the service you have asked for, or where you have agreed to it. This follows UK law: the Privacy and Electronic Communications Regulations (known as PECR) and the UK General Data Protection Regulation.
This means:
- Strictly necessary cookies are always on, because the site cannot work properly without them.
- Preference, analytics and marketing cookies stay off until you say yes.
When you first visit Ruma, a cookie banner asks for your choice. You can:
- accept all cookies
- reject all cookies except the strictly necessary ones
- choose which types of cookie you are happy with
Until you make a choice, we only use strictly necessary cookies. Rejecting cookies does not stop you using Ruma. You can still search, compare and use your account.
You can change your mind at any time using the "Cookie settings" link in the footer of our website. Section 8 explains how.
4. The types of cookie we use
| Type | What it does | Do we need your consent? |
|---|---|---|
| Strictly necessary | Keeps you signed in, keeps the Ruma assistant and the trip builder working as you move between pages, and remembers your cookie choices | No. These are always on. |
| Preferences | Remembers choices such as your language, currency, last search and home airport, so you do not have to set them again | Yes |
| Analytics | Helps us count visits and understand how people use Ruma, using Google Analytics | Yes |
| Marketing | Lets Google, Meta and Reddit measure our adverts on their services, and may help them show our adverts to people who have visited Ruma | Yes |
4.1 Strictly necessary
These cookies make the parts of Ruma you ask for work. They keep you signed in securely, keep your conversation with the assistant and the trip you are building as you move between pages, bring you back to the same place in your hotel results, and remember your cookie choices. We do not use them for analytics or advertising.
You cannot switch them off on Ruma. You can block them in your browser, but then you will not be able to sign in and some features will not work.
4.2 Preferences
These remember choices you have made, so the site works the way you like on your next visit. They are set by Ruma and stay on your device. We do not use them for advertising.
If you say no, Ruma still works, but it will not remember these choices between visits. For example, you may need to choose your language and currency again, and your last search will not be filled in for you.
4.3 Analytics
We use Google Analytics, a service from Google, to understand how people use Ruma so we can improve it. It tells us, for example, how many people visit, which pages they look at, how they found us (such as from a search engine or an advert), the country or town they are browsing from (worked out by Google from the IP address), and the type of device and browser they use.
It also records some actions, such as clicking through to KAYAK, using a drop-down list in a search box, starting to create an account, signing up for our newsletter, or clicking our social media links. We do not send your name or email address to Google Analytics.
Google Analytics keeps this information for up to 14 months.
Separately, Ruma counts searches and clicks through to partners on its own servers, to see how the site is used and to keep it running well. This does not place any cookie or other information on your device. Our Privacy Policy explains it.
4.4 Marketing
Marketing cookies and pixels come from advertising companies. We use them to see which of our adverts work and to reach people who may be interested in Ruma.
Google Ads counts when someone who clicked one of our Google adverts later clicks through from Ruma to KAYAK, so we can tell which adverts work. Once you agree, its tag loads on every page you visit, so Google can also tell that your browser has visited Ruma.
The Meta Pixel tells Meta (Facebook and Instagram) which pages of Ruma are viewed and which buttons are clicked, so Meta can measure our adverts and help show them to people likely to be interested. If you are logged in to Facebook or Instagram in the same browser, Meta may link your visit to your account. If you agree to marketing cookies, the Meta Pixel also sends Meta a scrambled (hashed) copy of details you type into forms on our website, such as your email address, name or phone number, so that Meta can match your visit to a Meta account. If you say no to marketing cookies, none of this happens.
The Reddit Pixel tells Reddit which pages of Ruma are viewed and about clicks on our pages, such as clicking through to KAYAK or to buy points, so Reddit can measure our adverts. Depending on Reddit's settings for our pixel, it can also send Reddit a scrambled (hashed) copy of an email address or phone number it finds on our pages, such as one you type into a form, so that Reddit can match your visit to a Reddit account.
These companies use the information under their own privacy policies (see section 6), and they may combine it with other information they hold about you, for example from your use of their own services.
If you say no to marketing cookies, you will still see adverts online, but they will not be based on your visits to Ruma.
5. The cookies and storage we use
The tables below list the cookies and similar items used on rumatravel.co.uk. "Ruma" in the provider column means we set it ourselves. Some of the items from Google, Meta and Reddit are only set in certain cases, for example when you arrive from one of their adverts, and the table says so. The lifetime is the longest an item can stay. You can delete any of them sooner in your browser. We check this list and update it when something changes.
5.1 Strictly necessary (always on)
| Name | Provider | Purpose | Lifetime | Category |
|---|---|---|---|---|
| access_token | Ruma | Keeps you signed in. It holds a secure sign-in code that scripts on the page cannot read. | 7 days, or until you sign out | Strictly necessary (cookie) |
| ruma-consent | Ruma | Remembers your cookie choices, so we do not ask on every page. It holds your choice for each type of cookie, when you made it and a version number, and nothing that identifies you. | 6 months | Strictly necessary (cookie) |
| auth-storage | Ruma | Lets each page show straight away that you are signed in. It holds your account ID, email address, first name, last name and whether you are a Ruma administrator. It never holds your password or your sign-in code. | Until you sign out (the details are wiped) or clear your browser data | Strictly necessary (local storage) |
| ruma-assistant-v1 | Ruma | Your conversation with the Ruma assistant (up to 40 messages), so it follows you from page to page. If you are not signed in, the conversation is kept only on your device. If you are signed in, it is a copy of the chat you have open. Your saved chats are kept on our servers, as our Privacy Policy explains. | Not signed in: 7 days after your last message. Signed in: until you sign out. | Strictly necessary (local storage) |
| ruma-assistant-open | Ruma | Keeps the assistant panel open when a page reloads | Until you close the tab | Strictly necessary (session storage) |
| ruma-assistant-status | Ruma | Remembers whether the assistant is switched on, so the site does not check on every page | Up to 30 minutes, and gone when you close the tab | Strictly necessary (session storage) |
| ruma-assistant-recent | Ruma | The flight and hotel results you have looked at, so the assistant can answer questions about them | Results older than 3 hours are not used. Gone when you close the tab. | Strictly necessary (session storage) |
| ruma-hotel-search-return and ruma-hotel-search-return-pending | Ruma | Bring you back to the same place in your hotel results (filters, tab, map or list, and how far down you had scrolled) | Removed once used, or when you close the tab | Strictly necessary (session storage) |
| ruma-trip-draft | Ruma | The trip you are building, such as the flight or hotel you chose, dates, travellers and prices | Until you close the tab | Strictly necessary (session storage) |
| ruma-trip-confirm | Ruma | The step you are on when confirming a trip | Removed when you finish, or when you close the tab | Strictly necessary (session storage) |
| ruma-trip-flight-search-cache | Ruma | Flight results for the trip builder, so they are not searched again straight away | Up to 5 minutes, and gone when you close the tab | Strictly necessary (session storage) |
| ruma-signup-newsletter-opt-out | Ruma | Carries your newsletter choice through when you sign up with Google or Facebook | Removed as soon as it is read, or when you close the tab | Strictly necessary (session storage) |
5.2 Preferences (only with your consent)
| Name | Provider | Purpose | Lifetime | Category |
|---|---|---|---|---|
| ruma-lang | Ruma | Remembers your language, so pages load in it | 1 year | Preferences (cookie) |
| ruma-currency | Ruma | Remembers your currency for prices | 1 year | Preferences (cookie) |
| ruma-locale | Ruma | Your language and currency, and whether you chose them yourself | Until you clear it | Preferences (local storage) |
| ruma-search-store | Ruma | Your last flight search: from, to, dates, travellers, cabin, filters, chosen loyalty programmes, and whether you used a normal or AI search | Until you clear it | Preferences (local storage) |
| ruma-hotel-search-store | Ruma | Your last hotel search: place, dates, guests and rooms | Until you clear it | Preferences (local storage) |
| ruma-remembered-origin-airport | Ruma | Your home airport when you are not signed in | Until you remove it or clear it | Preferences (local storage) |
| ruma-academy-lessons-read | Ruma | Which Ruma Academy lessons you have read on this device | Until you clear it | Preferences (local storage) |
| ruma-assistant-greeted | Ruma | Remembers that the assistant has already said hello, so it does not pop up again | Until you clear it | Preferences (local storage) |
| ruma-assistant-remember-v1 | Ruma | Your answers to the assistant's "Shall I add this to your profile?" cards, so it does not ask twice. It holds only a reference for each card and your answer, never what the card said. | 30 days | Preferences (local storage) |
| ruma-assistant-visit-start | Ruma | When this visit started, so the assistant knows when to say hello | Until you close the tab | Preferences (session storage) |
| ruma-travel-profile-welcome | Ruma | Records that the travel profile set-up was offered on this visit, so it is offered only once | Until you close the tab | Preferences (session storage) |
| ruma-travel-profile-welcome-not-needed | Ruma | Records that you do not need the travel profile set-up offer. It holds your account ID, so that anyone else who signs in on the same tab is still asked. | Until you close the tab | Preferences (session storage) |
| ruma-mh-popular-tab | Ruma | Whether you picked flights or hotels in the "Popular" section of the homepage | Until you close the tab | Preferences (session storage) |
| ruma-search-loader-seen | Ruma | Shows the full-screen search animation on phones only once per visit | Until you close the tab | Preferences (session storage) |
| ruma-skip-hotel-trip-ids | Ruma | Hotels where you said no to turning the stay into a trip, so you are not asked again | Until you close the tab | Preferences (session storage) |
5.3 Analytics (only with your consent)
| Name | Provider | Purpose | Lifetime | Category |
|---|---|---|---|---|
| _ga | Google (Google Analytics) | Tells one browser from another, so we can count visitors and see how the site is used | 2 years | Analytics (cookie) |
| _ga_71REQ7J1KH | Google (Google Analytics) | Keeps track of your current visit | 2 years | Analytics (cookie) |
5.4 Marketing (only with your consent)
| Name | Provider | Purpose | Lifetime | Category |
|---|---|---|---|---|
| _gcl_au | Google (Google Ads) | Links visits to Ruma with our Google adverts, so Google Ads can count clicks through to KAYAK that started with an advert | 90 days | Marketing (cookie) |
| _gcl_aw, _gcl_dc, _gcl_gb, _gcl_gs and _gcl_ag | Google (Google Ads) | Store the reference of a Google advert you clicked. Only set when you arrive from a Google advert. | 90 days | Marketing (cookie) |
| _gac_gb_ followed by a number | Google (Google Analytics and Google Ads) | Stores details of the Google advert campaign you came from. Only set when our Google Analytics account is linked to Google Ads. | 90 days | Marketing (cookie) |
| _gcl_ls | Google (Google Ads) | A back-up copy of Google advert click references | No fixed end date. It stays until Google's code removes it or you clear your browser data. | Marketing (local storage) |
| IDE | Google (doubleclick.net) | Shows and measures Google adverts | 13 months | Marketing (third-party cookie) |
| test_cookie | Google (doubleclick.net) | Checks whether your browser accepts cookies | 15 minutes | Marketing (third-party cookie) |
| ar_debug | Google (doubleclick.net, googleadservices.com or google-analytics.com) | Helps Google check that its advert measurement works | 90 days | Marketing (third-party cookie) |
| _fbp | Meta | Tells one browser from another, so Meta can measure our adverts and help show them to the right people | 90 days | Marketing (cookie) |
| _fbc | Meta | Stores the reference of a Facebook or Instagram advert you clicked. Only set when you arrive from a Meta advert. | 90 days | Marketing (cookie) |
| fr | Meta (facebook.com) | Shows and measures Meta adverts | 90 days | Marketing (third-party cookie) |
| _fbleid | Meta | Links a sign-up or enquiry recorded by the Meta Pixel to a Meta advert you clicked. Only set when both happen. | 7 days | Marketing (cookie) |
| Items kept by the Meta Pixel | Meta | Used by the Meta Pixel code to work and to measure our adverts. Meta chooses their names. See the Meta Cookies Policy in section 6. | Local storage: no fixed end date, until Meta's code removes it or you clear your browser data. Session storage: until you close the tab. | Marketing (local and session storage) |
| _rdt_uuid | Tells one browser from another, so Reddit can measure our adverts | 90 days | Marketing (cookie) | |
| _rdt_cid | Stores the reference of a Reddit advert you clicked. Only set when you arrive from a Reddit advert. | 90 days | Marketing (cookie) | |
| _rdt_em and _rdt_pn | Hold a scrambled (hashed) email address or phone number that the Reddit Pixel finds on our pages, so Reddit can match visits to Reddit accounts. Only set if Reddit's matching is switched on for our pixel and it finds one. | 90 days | Marketing (cookie) | |
| _rdt_cfg | The Reddit Pixel's settings for this tab | Until you close the tab | Marketing (session storage) | |
| Reddit's own cookies | Reddit (reddit.com) | Cookies that Reddit may read or set on its own website address when the Reddit Pixel sends it information. See the Reddit Cookie Notice in section 6. | Set by Reddit, as its Cookie Notice explains | Marketing (third-party cookie) |
6. Third-party cookies and their own policies
Some cookies on Ruma are set or read by other companies. They decide how they use the information, under their own policies. These companies may handle information in the United States or other countries outside the UK. Our Privacy Policy explains how we deal with transfers outside the UK.
Google (Google Tag Manager, Google Analytics and Google Ads): Google Privacy Policy, How Google uses information from sites that use its services and How Google uses cookies
Meta (the Meta Pixel for Facebook and Instagram): Meta Privacy Policy and Meta Cookies Policy
Reddit (the Reddit Pixel): Reddit Privacy Policy and Reddit Cookie Notice
Google Tag Manager is the Google tool that loads the Google, Meta and Reddit tags on our pages. It does not set cookies of its own, but when it loads, Google receives your IP address and browser details, as with any request to a website.
Your browser also contacts some other services. They do not set cookies on Ruma, but like any website they receive your IP address and basic information about your browser:
- Sign in with Apple: Apple's sign-in code loads on every page so the Apple button works wherever you sign in. Apple only uses its own cookies, on Apple's websites, if you choose to sign in with Apple. See the Apple Privacy Policy.
- Sign in with Google or Facebook: we send you to Google or Facebook to sign in, and they send you back to Ruma. Their own cookies apply on their own websites.
- Maps: hotel and itinerary maps are loaded from OpenStreetMap. See the OpenStreetMap Foundation Privacy Policy.
- Hotel photos and some airline logos are loaded from KAYAK's image server.
- Exchange rates on My Wins and trip costs come from Frankfurter, a free currency service.
7. Google Consent Mode
We use Google Consent Mode to pass your choices to Google. Google Analytics does not load until you agree to analytics cookies, and Google Ads does not load until you agree to marketing cookies. If you say no, our pages send them nothing. Google Tag Manager itself still loads, as section 6 explains.
Meta and Reddit do not use Google Consent Mode. Their pixels only load if you agree to marketing cookies.
8. How to change your choices on Ruma
You can change your cookie choices at any time. Click "Cookie settings" in the footer of our website. This opens your cookie choices again, where you can accept, reject or choose types of cookie. Saying no is as easy as saying yes.
When you withdraw your consent, we stop using those cookies from that moment. Cookies already saved on your device may stay until they run out, unless you delete them in your browser (see section 9).
Your choices are saved in the ruma-consent cookie, in the browser on the device you are using, for 6 months. We will ask you again when it runs out, or if you use another browser or device, or delete your cookies.
9. How to control cookies in your browser
Most browsers let you see, delete and block cookies and other website data. Clearing your cookies and site data also clears the local storage and session storage that Ruma uses. If you block all cookies, you will not be able to sign in to Ruma and some features may not work.
Here is how to do it in the most common browsers:
You can also:
- stop Google Analytics on every website with the Google Analytics opt-out browser add-on
- manage the adverts Google shows you in My Ad Center
- learn more about advertising cookies, and turn some of them off, at Your Online Choices
- read the Information Commissioner's Office guide to cookies
10. Partner and affiliate links
Ruma links to other websites so you can book. Cash flights and hotels are booked on KAYAK and the partner websites KAYAK shows you. Points bookings are made on airline and hotel websites. We also link to Points.com so you can buy points for some loyalty programmes, and from Itineraries to GetYourGuide for things to do and Welcome Pickups for airport transfers.
Some of these are affiliate links. When you click one, the partner, or an affiliate network working for them, can tell that you came from Ruma, so that Ruma can be paid a commission. Links to GetYourGuide, Welcome Pickups and some Points.com pages pass through CJ (Commission Junction), an affiliate network. CJ uses its own cookies when your browser passes through its servers.
The links we use do not include your name, email address or Ruma account details. We do not set cookies on these websites, and we do not control the cookies they use. Once you click through, the other website's own privacy and cookie policies apply, and it may show you its own cookie banner. For example:
- KAYAK Privacy Policy
- CJ Privacy Policy
- Points.com Privacy Policy
- GetYourGuide Privacy Policy
- Welcome Pickups Privacy Policy
Each airline and hotel website has its own privacy and cookie policies, which you will find on that website.
11. Changes to this policy
We will update this policy when the cookies we use change. The version date at the top shows when it last changed. If we start using a new cookie that needs your consent, we will ask you again before using it.
12. Contact us
If you have any questions about this policy or about how we use cookies, please contact us:
Email: support@rumatravel.com
Post: Ruma Travel Ltd, 167-169 Great Portland Street, 5th Floor, London W1W 5PF, United Kingdom
Ruma Travel Limited is registered in England and Wales, company number 16638082.
If you are unhappy with how we have handled your information, please tell us first and we will try to put it right. You can also complain to the Information Commissioner's Office (ICO), the UK's data protection regulator, at ico.org.uk/make-a-complaint.
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