In 2026, a growing database is only as valuable as the revenue it generates. With North American hotels expanding their databases by an average of 24%, the challenge isn't just collection, it’s activation

Join the second session of our 2026 Hospitality Benchmark Report eadership series. We’ll move beyond the basics to show you how to turn raw data into Rich Guest Profiles that drive direct bookings and higher guest lifetime value.

What you’ll learn:

-The 24% growth opportunity: Why North American properties are leading in data capture and how to monetize this expanding audience.

-Beating the OTA mask: Strategies to reclaim the 12% of unreachable guests hidden behind masked emails and convert them into direct bookers.

-Closing the communication gap: How to improve phone capture (currently only 48-58%) to create a more immediate, high-conversion sales channel.

-The power of unified data: How to ensure your profiles are merging for a unified guest profile.