About For-Sight

    We help hotels deliver exceptionalguest experiences through data

    For-Sight is a hospitality CRM and guest engagement platform. Since 2007, we've been helping hoteliers unify guest data, automate personalised marketing, and drive direct bookings and repeat visits.

    For-Sight full team group photo in Edinburgh
    For-Sight team members at industry event
    For-Sight leadership team
    For-Sight team on staircase at holiday event

    "Hospitality is about people. Data just helps us understand them better - and that's what drives us every day."

    Allan Nelson - For-Sight CRM - CEO & Co-FounderAllan Nelson, CEO & Co-Founder

    Our Story

    For-Sight's journey began in Edinburgh in 2007 as part of Forth Communication, our direct mail and marketing business founded in the early 90's. Originally developed as a bespoke data and marketing platform for a renowned five-star resort in Scotland, the technology quickly proved its wider potential - helping hotels turn guest data into meaningful connections.

    Today, we help over 500 independent hotels, resorts, and groups worldwide transform guest data into loyalty, revenue, and repeat visits. With a combined passion for excellent product and service, we ensure every client not only adopts the technology but thrives with it - through strategic guidance, campaign optimisation, and continuous innovation.

    Explore our Journey

    2007 - Founded

    Started as part of Forth Communication Ltd and developed as a bespoke marketing & data platform for a leading five-star resort in Scotland.

    2010 - V1 Product Launch

    We launched For-Sight V1 as a standalone product in 2010, giving hoteliers their first dedicated CRM tool built specifically for the sector.

    2014 - V2 Rebuild

    We introduced a rebuilt framework designed to standardise data inputs and outputs across multiple hotel systems, paving the way for large-scale integration and automation.

    2020 - Cloud Transition

    Moved fully to the cloud for scalability, security, and global accessibility.

    Today - AI-Ready Evolution

    As we prepare our platform for an AI-first future, we remain focused on the same principle that inspired our beginnings - that hotel data should work as beautifully as the guest experience itself.

    Trusted by Hotels Worldwide

    Partnering with industry leaders and innovative properties globally

    The Hotel Folk logo
    Rockliffe Hall logo
    Kew Green Hotels logo
    Crerar Hotels logo
    The Celtic Collection logo
    Cameron House logo
    Lough Erne Resort logo
    The Coniston logo
    The Hotel Folk logo
    Rockliffe Hall logo
    Kew Green Hotels logo
    Crerar Hotels logo
    The Celtic Collection logo
    Cameron House logo
    Lough Erne Resort logo
    The Coniston logo

    Our Vision & Values

    Five principles that guide everything we do

    Integrity

    We act with honesty, transparency, and respect.

    Collaboration

    We win together - with our team, partners, and clients.

    Ambition

    We aim high and keep moving forward.

    Fun

    We bring energy, creativity, and positivity to everything we do.

    Passion

    We care deeply about our craft and our customers.

    Meet the Team

    The leadership guiding For-Sight's vision and growth.

    Allan Nelson - For-Sight CRM - CEO & Co-Founder

    Allan Nelson

    CEO & Co-Founder

    Richard Bolton - For-Sight CRM - CFO, Chairman & Co-Founder

    Richard Bolton

    CFO, Chairman & Co-Founder

    Matthew Willacy - For-Sight CRM - Head of Sales & Marketing

    Matthew Willacy

    Head of Sales & Marketing

    Al Robertson - For-Sight CRM - Chief Operating Officer

    Al Robertson

    Chief Operating Officer

    Atif Oosman - For-Sight CRM - Sales Manager

    Atif Oosman

    Sales Manager

    Justine Abola - For-Sight CRM - Marketing Manager

    Justine Abola

    Marketing Manager

    Josephine Harrold - For-Sight CRM - Manager of Customer Success

    Josephine Harrold

    Manager of Customer Success

    Carys Rees - For-Sight CRM - Key Account Manager

    Carys Rees

    Key Account Manager

    Steven Howe - For-Sight CRM - Product Manager

    Steven Howe

    Product Manager

    Emma Fordyce - For-Sight CRM - Principal Engineer

    Emma Fordyce

    Principal Engineer

    Iain MacKenzie - For-Sight CRM - Technical Support Manager

    Iain MacKenzie

    Technical Support Manager

    Amanda Milne - For-Sight CRM - Finance Manager

    Amanda Milne

    Finance Manager

    Frequently Asked Questions

    For-Sight is a Hotel CRM and Marketing Platform designed to help hotels gain a clear picture and a better understanding of who their guests are and what they really want. We work with 500+ resorts, hotel groups, and independent hotels worldwide, helping them unify their guest data, automate their marketing, and drive more direct revenue. By integrating data from various systems, you gain valuable insights into guest behaviour and can use it to identify high-value guest segments and revenue opportunities. You can also design delightful experiences that build guest loyalty through personalised marketing campaigns and automated communications.

    We've been working exclusively in hospitality since 2007 - nearly two decades of understanding what hotels actually need from their technology. Our team is also made up of people who come from a hospitality background and we understand the pains and needs of the hotel industry. We're not a generic CRM that's been adapted for hotels; we were built for this industry from day one and take our customers' feedback and requirements into consideration as we scale our platform.

    For-Sight works with independent boutique hotels, destination resorts, multi-site hotel groups, and managed hotel portfolios across the UK, Ireland, North America, and South Africa. If you have guest data scattered across platforms and want to start collecting quality guest data to build lasting guest relationships, For-Sight is designed for you.

    Absolutely. Some of our best client results come from independent hotels - properties that don't have huge marketing teams but want to punch above their weight. And you're never figuring it out alone! Our Customer Success team works with hotels of every size to help you make the most of your data.

    We're headquartered in Edinburgh, Scotland, and work with 500+ hotels across the world, including the UK, Ireland, North America, and South Africa. Our platform and team are set up to support properties wherever they are.

    Let's get in touch!

    Want to learn more about For-Sight CRM? Schedule a call with our team. Partnership or Media Enquiries? You can contact us here.

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