#149: How a CDP Helps Hotels Drive Direct Revenue | with Heather Knutson

In this episode, we're joined by Heather Knutson, Senior Vice President of Sales and Marketing at Ascent360, live from her very first BITAC Conference! Heather shares her candid journey from googling “what is a CDP?” to leading one of the most advanced customer data platforms in hospitality.

We dive into the real difference between a CRM and a CDP, how hotels can leverage guest data to deliver deeply personalised experiences, and why automation is the key to solving staffing shortages and boosting revenue. Heather also unpacks real-world strategies—from pre-arrival campaigns and spa upsells to retargeting wedding guests—that boutique and independent hotels can use to compete with the big players.

If you’re in hospitality and want to understand your guests better, boost direct bookings, and build loyalty without relying on outdated point systems, this one’s for you.

Key takeaways:

• What a CDP really is (and why it matters)
• Automation tips that free up your staff
• Personalisation done right: segmentation, dynamic content & "golden records"
• How to drive direct bookings and outsmart the OTAs
• The RFM score that could change how you treat your top guests

Watch the FULL EPISODE on YouTube: https://youtu.be/Azb5dawDu84

Join the conversation on today's episode on The Modern Hotelier LinkedIn page
The Modern Hotelier is produced, edited, and published by Make More Media

Links:
Heather on LinkedIn: https://www.linkedin.com/in/heathersharpknutson/
Ascent360: https://ascent360.com/

For full show notes head to: https://themodernhotelier.com/episode/149

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Connect with Steve and David:
Steve: https://www.linkedin.com/in/%F0%9F%8E...
David: https://www.linkedin.com/in/david-mil.