A hospitality group with 12 locations, one growth loop.
We connected POS, reservations and marketing into a single customer view and shipped a lifecycle program that lifted repeat visits by 31%.
Can a multi-site hospitality group behave like a single brand to the guest, without replacing the systems each location already runs on?
- Data audit
- Stack buildout
- Growth ops
- POS
- PMS
- WhatsApp Business
- BigQuery
The problem
Twelve locations, four systems, and no single customer view. Marketing decisions were made on gut, not data. A guest who visited three sites in a month looked like three different people.
The constraint we worked inside
Replacing the POS was off the table: each location had operational reasons for its setup and the group had no appetite for a migration. So the work was to build a guest layer above the systems rather than consolidate the systems themselves.
What we built
- Unified guest profile across locations, keyed on phone number.
- Post-visit lifecycle on WhatsApp and email, with content driven by what was actually ordered.
- Reservation reminders wired to POS behaviour, which cut no-shows.
- A per-location weekly report that general managers read without asking marketing.
The result
Repeat visits rose 31% on matched cohorts and reservation-to-visit conversion reached 92%. WhatsApp became the highest-consent channel in the group at 71% opt-in, well above the email baseline.
- PHASE 1Diagnose
Mapped four source systems across 12 sites. Established which identifier could actually join a guest across POS and reservations.
- PHASE 2Unify
BigQuery guest profile, nightly ingestion from POS and PMS, deduplication on phone as primary key.
- PHASE 3Activate
Post-visit lifecycle on WhatsApp and email, reservation reminders wired to actual POS behaviour, location-aware content.
- PHASE 4Operate
Experiment cadence with the marketing manager, per-location reporting handed to general managers.
Repeat visit lift measured on matched guest cohorts in BigQuery, comparing 90 days pre-launch with 90 days post-launch across the same 12 locations. No-show rate from the reservation system. Client-approved.
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