The challenge

Harborline Resorts collected guest preferences in spa software, POS tickets, and room folios—none of which talked to marketing. Upsell emails felt generic, and in-stay recommendations relied on tribal knowledge.

The brief: unify identity without turning hospitality into surveillance.

What we built

A Salesforce Customer 360 profile stitched consented identifiers across spa, F&B, and rooms. Marketing Cloud journeys triggered only on clear intent signals—spa waitlists, dining anniversary tags, and suite upgrade eligibility.

Guardrails that guests notice

Associates see suggested next experiences with plain-language reasons, never raw score dumps. Guests can tighten preferences in a branded preference center.

Upsell attach rate hit 2.4x the prior year, while complaint volume about “creepy” messaging stayed flat.