CAPTURE, CONNECT, CONVERT: hOW TO USE GUEST DATA TO DRIVE REVENUE

24TH SEPTEMBER 2026

Collecting guest data across Wi-Fi logins, booking engines, and POS systems is standard practice in hospitality, but actually transforming that data into repeat covers and higher spend can be a challenge. In this recorded masterclass, Team Marketing is joined by digital agency Fanatic and data intelligence specialists Distil AI to share a practical, step-by-step framework for turning passive data into measurable revenue.

Key Takeaways:

• Capture: How to unify fragmented data sources into a Single Guest Profile and maintain a clean, compliant database.

• Connect: Why smart segmentation based on lifetime value and visit frequency outperforms broad "send-to-all" marketing blasts.

• Automate: How setting up key lifecycle flows—like welcome sequences and lapsing guest triggers, frees up marketing resources while driving consistent repeat visits.

• Convert: Strategies for crafting branded, value-led communications that build long-term guest advocacy without relying on heavy discounting.

• Hawksmoor Case Study: A look inside Hawksmoor’s "Journey to Regular" (JTR) program, demonstrating how data-driven guest recognition directly impacts visit frequency and spend.

Speakers:

• Will Fearnley-Whittingstall – Client Director, Fanatic Agency

• Althea Cooley – Lead of Email Marketing & CRM, Fanatic Agency

• Matt Reid – Director of Sales, Distil AI

• Chris Woodward-Biddle – Head of Partnerships, Distil AI