CAPTURE, CONNECT, CONVERT: How to use guest data to drive revenue
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With AI search slashing organic visibility and third-party cookie constraints tightening, relying on standard digital tactics is getting tougher. This fast-paced 60-minute session breaks down how hospitality marketers can unify scattered guest data, from POS and reservation platforms to CRMs, and convert it into measurable revenue without burning out a lean team.
Staring at endless guest data and wondering how to actually turn it into revenue? You’re not alone.
Between organic search reach taking a hit from AI search tools and third-party tracking cookies disappearing, driving direct bookings isn't as straightforward as it used to be. The silver lining? You’re likely sitting on a mountain of high-value first-party guest data across platforms like OpenTable, SevenRooms, POS systems, and your CRM. The real challenge is knowing how to connect the plumbing, build smart audience segments, and execute targeted campaigns without needing a massive data science department.
Join Team Marketing, Fanatic Agency, and Distil on Thursday, 24 September 2026 for a highly practical session tailored specifically for our 900+ hospitality marketing community. We are skipping the abstract buzzwords and focusing on the exact frameworks, tracking tools, and activation tactics that move the needle.
What We’re Covering
Section 1: Setting Up Your Data Plumbing for Success
Why first-party guest data is your single most critical growth asset right now.
Connecting core sources (Reservations systems, POS, loyalty, and web/app behaviour) into a central CRM hub.
Managing cookie-less measurement, server-side vs. client-side tracking, and proper consent capture.
What OpenTable’s AI concierge signal tells us about the future of guest data collection.
Section 2: Moving From Raw Data to Actionable Insights
Shifting your strategy from channel-first tactics to audience-first segmentation.
Simple, proven frameworks: Recency/Frequency/Value (RFM) modeling and Boston Matrix value-vs-engagement mapping.
Structuring lifecycle stages and moving from generic email blasts to automated, triggered communications.
Section 3: From Insights to Revenue-Generating Hypotheses
Pushing CRM segments directly into channels built for first-party data (e.g., Meta Custom Audiences and lookalikes).
Building structured testing habits into your marketing schedule and feeding results back into your CRM.
Panel Discussion: Real-World Resourcing with Distil
Real examples of hospitality data challenges and campaign tests that worked (and ones that didn't).
The Resourcing Reality Check: What a lean in-house team can realistically manage versus what requires external partner support.
30-Minute Open Q&A
Bring your specific tech stack headaches, tracking questions, and strategy bottlenecks for unfiltered answers.
What You’ll Walk Away With
A clear diagnostic view of your current data setup.
At least one new target segment you haven’t actively marketed to yet.
A concrete action plan to add first-party data into at least one new marketing channel.