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Integrating Wi-Fi, bookings and CRM for better guest data

Customers increasingly expect a more personalised experience from the companies they interact with and the key to delivering that experience lies in first capturing their data and second using this to target your communications. 

Looking at the digital touchpoints your guests have in the course of their visit can help you identify the opportunities to capture valuable guest data which you can then feed into a CRM to revolutionise your marketing strategies.

Here at Wireless Social, we’re all about helping hospitality businesses drive loyalty and enrich the guest experience through Wi-Fi data capture. We’ve helped over 20,000 venues to get the most out of their Guest Wi-Fi solution, so we have a few tips to share on this topic. In this article, we’ll explore the power of integrating Wi-Fi data insights with booking platforms and CRM systems, helping you achieve a complete view of your guests.

Posted 06/11/2024

Integrating Wi-Fi, Bookings and CRM for Better Guest Data

What are the benefits of Wi-Fi data capture?

Wi-Fi data capture is more than just offering free internet access for guests, it’s a valuable tool you can use to gain insights into customer behaviour. You might already be utilising booking platforms and CRM systems across your brand to streamline operations, but integrating Guest Wi-Fi into your tech stack can take your data collection efforts to the next level.

By adding Wi-Fi data capture, you can enrich your existing customer profiles and gain deeper insights into your guests’ behaviour. This not only provides a more comprehensive view of your customers, it also creates more touchpoints for engagement, ultimately helping you to drive loyalty and increase revenue.

It can help you learn more about your guests

Integrating Guest Wi-Fi with your existing systems isn’t just about offering internet access, it’s a chance to understand your guests like never before. By capturing Wi-Fi data, you gain insights into your guests' age, gender, location, visit frequency, and even their dwell time. These patterns reveal valuable insights into why they visit and what brings them back, letting you personalise your offerings, from the menu to the ambiance.

Develop targeted marketing strategies 

With insights from Wi-Fi data, you can design campaigns that speak directly to your guests. If certain visitors are drawn to specific events or times, you can refine your promotions to catch them at the right moment. Personalised offers and relevant marketing show your customers you understand their preferences, helping to drive engagement and encourage them to spread the word about your venue.

Improve your loyalty program

Rewarding regular guests is crucial. With Wi-Fi data, you can identify your loyal customers and tailor rewards that resonate. Recognising loyal customers with perks like early access to events or personalised discounts fosters a sense of belonging, keeping them coming back.

Increase operational efficiency

Real-time guest behaviour data isn’t only for marketing; it can help streamline operations. Spotting trends like peak times or high-traffic areas allows you to adjust staffing and resources effectively, making sure the experience stays smooth and enjoyable for guests.

Integrating Wi-Fi, bookings and CRM to get a 360-degree view of your customers

Guest Wi-Fi can be a loyalty driver, but if it isn’t connected to your booking and CRM systems, it’s hard to capture the full story of your guests’ preferences and behaviours.

We know that true insight requires more than isolated data points. By integrating Wi-Fi sign-ins, booking info, and CRM data, you can enrich your database, uncover patterns, and create impactful marketing strategies that truly resonate.

How can integration transform your guest data strategy? 

  • Build complete customer profiles: Connecting Wi-Fi, bookings, and CRM interactions gives you enriched profiles, so you can better understand your guests and target campaigns directly to them.

  • Create multiple engagement points: When Wi-Fi access, booking reminders, and loyalty perks are combined, you gain a 360° view of customer behaviour—all using your existing systems.

  • Unlock real-time analysis: With trends available as they happen, you can tweak marketing strategies on the go, staying aligned with your guests’ current preferences.

  • Save time through automation: Skip the hassle of manual data transfers by automating your CRM feed. It keeps information up-to-date and lets you focus on meaningful guest interactions.

Bringing all this data into one CRM gives you a true view of your audience and lets you tap into valuable insights for your marketing campaigns.

Integrating your data capture systems for a Christmas boost

The festive season can be a gold mine when it comes to capturing valuable data. With increased foot traffic from work parties, family gatherings and celebrations, now is the perfect time to harness the power of integrated data systems.

Here’s why the Christmas period is ideal for data capture:

  • There’s a surge in guest numbers: With more customers visiting your venue for celebrations, there’s a chance to collect data from a larger audience.

  • More group bookings: Festive parties often involve group bookings, allowing you to gather information from entire parties, rather than just the lead booker.

  • Insights into behaviour: Understanding how guests interact with your venue during the busy season can help you refine your offerings for future visits. It also helps you stay well informed for the next festive season, so you can boost your Christmas bookings early through well targeted campaigns.

  • Retargeting opportunities: Use data collected during the holiday season to create personalised follow-up campaigns, encouraging guests to return in the new year.

Ultimately, integrating your data capture systems doesn’t just deliver immediate results, it also helps you to foster long-term relationships with your guests. By understanding their behaviours and preferences, you can create a more personalised experience that keeps them coming back once the festive season is over.             .

Ready to utilise Wi-Fi, bookings and CRM for smarter data capture?

In this article, we explored the benefits of integrating Wi-Fi, bookings and CRM systems so you can build a comprehensive understanding of your guests. By tapping into the power of Wi-Fi data capture, you can build customer relationships that last, and enhance loyalty across your brand seamlessly.

At Wireless Social, we offer expert tailored solutions to help you get the most out of your customer data insights. Our Guest Wi-Fi solution is designed to integrate seamlessly with your existing booking platform and CRM system, so you can unlock valuable insights that drive customer engagement and revenue with ease.

To discover how Wireless Social can help you integrate these solutions for smarter data capture and an improved guest experience, get in touch today.