In this episode of Captive Conversations, Adam sits down with Edd Bower, Data Lead at Guestwise, to explore how hospitality can turn scattered information into clear, actionable guest insight. Edd draws on his journey from the creative world into data operations to explain why most brands struggle with disconnected platforms, limited visibility and inconsistent feedback loops.

Edd reveals how guest data often lives in many different systems that do not speak to each other. He explains why this creates missed opportunities for personalisation and why operators need a realistic path toward a single customer view. With a background in analytics, CRM support and hospitality data design, he brings a practical and grounded perspective on what operators can achieve today.

Together they dive into:

✔ Why only a tiny percentage of guests leave feedback and what that meansEdd Bower - How Operators Can Personalise at Scale

✔ How bookings, CRM, loyalty and feedback can work together

✔ The daily digest method that helps teams prepare for key guests

✔ What a real single customer view looks like in hospitality

✔ How smaller operators can benefit from simpler automation

✔ Why data should empower teams to deliver more human hospitality

Packed with practical insight for hospitality operators, marketers, CRM teams and anyone working to improve guest experience, this episode highlights how connected data can transform service, communication and loyalty.

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