Privacy Policy

Last updated: October 31, 2026

The Highmark Collection LLC (“The Highmark Collection,” “we,” “us,” or “our”) operates short-term rental homes in Asheville, North Carolina and Chattanooga, Tennessee, along with this website. This policy explains what information we collect when you visit the site, contact us, sign up for updates, or book a stay, how we use it, and the choices you have.

Information you give us. When you use our contact form, we collect your first and last name, email address, phone number, and your message. When you book directly, you provide reservation details such as your name, contact information, travel dates, number of guests, and payment information. If you sign up for email updates, we collect your email address and any other details you choose to share.

Booking and payment information. Direct bookings are handled by Hospitable, our reservation platform, and payments are processed by its payment partners. We receive the details we need to manage your stay, but we do not receive or store your full card number.

Information collected automatically. Like most websites, our site and hosting provider automatically record basic technical information such as your IP address, browser type, device type, pages visited, and the date and time of your visit. This helps us keep the site secure and working properly.

Cookies and similar technologies. Our site and the booking tools on it use cookies, pixels, and similar technologies to remember your preferences, keep the booking process working, understand how visitors use the site, and measure and improve our advertising. You can block or delete cookies in your browser settings, but some features, including booking, may not work properly without them.

We use, or may use, analytics and advertising tools such as Google Analytics, Google Ads, and the Meta Pixel (for Facebook and Instagram). These tools may collect information about your visit, such as the pages you view, the links you click, the device and browser you use, and your general location, and the companies that provide them may combine it with information they collect on other websites and apps. This helps us understand which pages are useful and show our ads to people who may be interested in our homes, including people who have visited our site before.

You can limit this kind of tracking and advertising:

• Adjust Google ad personalization in Google's Ads Settings, and opt out of Google Analytics with the Google Analytics Opt-out Browser Add-on
• Manage how Meta uses your information for ads in your Facebook or Instagram ad settings
• Opt out of interest-based ads from many companies through the Digital Advertising Alliance and the Network Advertising Initiative

Our site does not currently respond to browser “Do Not Track” signals.

If you join our email list, we use your email address to send news, seasonal guides, and special offers. We use an email service provider to send these messages. Every email includes an unsubscribe link, and you can also ask us to remove you at any time. If you unsubscribe, we may still send messages about a reservation you have made.

• To respond to your questions and requests
• To process and manage reservations, including confirmations, check-in instructions, and other stay details
• To communicate with you before, during, and after your stay
• To send email updates and offers if you have signed up for them
• To understand how our site is used and to show and measure our advertising
• To meet legal, tax, and accounting obligations, such as collecting and paying occupancy taxes
• To protect our guests, homes, and website, including preventing fraud
• To improve our website and guest experience

We do not sell your personal information for money. We share it only as needed to run our business and serve you:

• Service providers that help us operate, such as our reservation platform (Hospitable), payment processors, website hosting, and email and email marketing providers
• Analytics and advertising partners, such as Google and Meta, which receive information about site visits through cookies and pixels as described above
• People who help care for our homes, such as cleaning and maintenance teams, when they need limited details (for example, a guest name or check-in date) to prepare for your stay
• Legal and safety reasons, when required by law, to respond to legal process, or to protect the rights, property, or safety of our guests, neighbors, or business
• Business changes, if our business or homes are sold or transferred

Some state privacy laws treat the use of advertising cookies and pixels as a “sale” or “sharing” of personal information, or as targeted advertising. You can opt out as described under Your Choices and Rights below.

If you book through another platform such as Airbnb or Vrbo, that platform's privacy policy also applies to the information you give it.

We keep personal information only as long as we need it for the purposes described above, including to meet legal, tax, and accounting requirements. When it is no longer needed, we delete it or make it anonymous.

We use reasonable administrative, technical, and physical safeguards to protect your information. No website or online service is completely secure, so we cannot guarantee absolute security.

You can ask us to access, correct, or delete the personal information we hold about you, and you can opt out of marketing emails at any time using the unsubscribe link or by contacting us. You can also limit interest-based advertising using the tools listed under Analytics and Advertising. Depending on where you live, you may have additional rights under state privacy laws, including the right to opt out of targeted advertising, and we will honor those requests where the law requires. To make a request, email us at the address below. We may need to verify your identity before acting on a request.

Our website is not directed to children under 13, and we do not knowingly collect personal information from them. Reservations must be made by adults age 25 or older.

Our site links to other websites, such as local attractions, restaurants, and event venues. We are not responsible for the privacy practices of those sites, so we encourage you to review their policies.

We may update this policy from time to time. When we do, we will change the “Last updated” date at the top of this page.

If you have questions about this policy or your information, contact The Highmark Collection LLC at stay@thehighmarkcollection.com or through our contact page.