Justin Saaman breaks down the pillars of a great guest conversation and makes the case for why personalisation is no longer optional.

Part 1: The pillars of a great guest conversation

The best guest interactions don't start with a script, they actually start with intention. In this opening session, we explore what personalisation actually feels like from a guest's perspective, and why the difference between a forgettable stay and a story retold for years comes down to three things: acknowledgement, understanding, and feeling genuinely seen.

In this session:

• Why personalisation is not a service strategy, it's a loyalty strategy.

• The two types of personalisation (human touch vs. data-driven) and how they work together.

• Why the younger generation is loyal to brands, not locations and what that means for your business.

Part 2: Building the 360° guest view

Behind every personal interaction is a profile. This session walks through how guest data (booking history, past conversations, preferences) comes together in a single timeline, and why having that full picture changes everything about how your team shows up for a guest.

In this session:

• How a unified guest timeline prevents critical details from getting lost between touchpoints.

• Why pinning conversations and memos ensures the whole team is aligned — from reception to housekeeping.

• What it takes to build a guest profile that actually tells a story.

Part 3: From insight to action

Data is only as useful as what you do with it. This session covers the practical side: how smart deduplication cleans up fragmented guest profiles, and how your team can use that complete picture to remember, anticipate, celebrate and make more time for the conversations that matter.

In this session:

• How data deduplication merges split profiles and surfaces a complete booking and conversation history.

• How loyalty status and language detection turn guest intelligence into real-time, personalised responses.

• The remember–anticipate–celebrate–make time framework: putting the 360° guest view to work every day.

Justin Saaman
Product Owner, Maxxton

Justin Saaman supports Maxxton’s clients in optimising their hospitality operations through tailored software solutions. His expertise lies in aligning technology with business needs to enhance efficiency and user experience.