We all know there are bright times ahead for the hospitality and travel sectors as businesses are allowed to reopen. In the last 12 months of lockdowns and reopenings, it’s also become clear how the right tools and technology can positively affect the recovery for those industries. 

For this reason, we are pleased to announce we’ve joined the Prep Starts Now campaign along with several other suppliers and supporters of the industry. 

As part of Prep Starts Now we’ll be sharing best practice and guidance from ourselves and other specialist suppliers on a range of topics. The campaign will be covering topics from digital marketing to customer well-being and even staff and recruitment.  

The goal is to provide operators and managers with the information they need to get those transformative systems in place before reopening, to reap the benefits faster. Whether it’s a new order & pay solution, data capture for better digital marketing or slicker processes and procedures there are many, many ways that hospitality operators can prep now.  

We believe that guests are at the centre of all your preparation process and that guest communication is critical for the recovery of hospitality businesses. Our focus as a hospitality technology company will be to offer insights and tools to enhance your guests’ journey and maximise your revenue, both during and after the initial rush. 

We’ve all experienced to some degree the mad rush of reopening from last year. There’s more time now to get things in place that will make a difference later. This time is a prime opportunity to reopen not just as you were, but as you want to be.  

Our CEO & Co-founder, Allan Nelson had this to say about getting ready to reopen: With reopening of the industry ahead of us, now is the time to prepare and to engage with your guests in a meaningful and personalised way. With a staycation market there exists a real opportunity for hospitality businesses to not only welcome these guests now, but to build loyalty and create opportunity for the future. 

Since June last year, the increased use of technology in hospitality and travel businesses has provided a lifeline to open and trade safely, now’s the time to think about what more those tools can do for your business, staff and customers. 

Jamie McBride, our Head of Marketing shares his view about preparing for a sustainable recovery: “There exists for hospitality businesses real opportunity, both immediate and long term. The pandemic and public health restrictions may have changed who you should be targeting with your guest relationship building and marketing. By preparing now and looking to your data to make strategic decisions, the industry can look ahead to a strong and sustainable recovery”. 

It’s been great to see the attitudes to technology changing for both customers and businesses, but there’s still so much to learn and share. To get involved and discover what Prep Starts Now has to offer: 

  • Keep an eye out for the logo and #PrepStartsNow 
  • Follow us on social media 
  • Follow Prep Starts Now partners on social media 
  • Explore the campaign hub webpage 
  • Comment, share and interact with Prep Starts Now articles and videos 
  • Speak to Prep Starts Now supporting organisations for advice 

There will also be a series of exclusive offers available from selected Prep Starts Now partners, more details will be released soon. 

Discover more about the Prep Starts Now campaign: Prep Start Now – Supporting your reopening

Follow us on LinkedIn and Twitter.

The award-winning Belfry Hotel & Resort has partnered with For-Sight (a Forth Communication Limited brand) to enhance its guest relationships, by implementing For-Sight’s Guest Engagement CRM and Marketing solution.

After a 6-month successful proof of concept period, The Belfry Hotel & Resort has chosen the For-Sight Guest Engagement, CRM and Marketing solution to drive forward their innovative marketing and communication strategy.

“For-Sight’s team worked tirelessly with us to understand our operations and to make sure that their solution allowed us to maximise the use of data within the resort,” said Gail Aldridge, Marketing Director at The Belfry Hotel & Resort. “For-Sight’s solution offers us a single view of our guests, as well as access to bespoke reporting and dashboard suites. This rich source of data will help us enhance our relationships with our guests, through insights and personalised guest communications as we move into the post-pandemic recovery phase for our industry.”

For-Sight Guest Engagement is a data-focused CRM solution offering the tools and insights to deliver personalised guest communications, allowing operators to build and enhance the guest experience, identify opportunities and drive loyalty.

In addition to the large variety of amenities available to guests, The Belfry Hotel & Resort has its unique signature: award-winning golf courses and a reputation of excellence in golf tourism, attracting guests from all over the world. As well as providing their core CRM solution, For-Sight has also developed a bespoke Business Intelligence system that bringing together the most relevant data to realise effective guest relationship management, provide operational insights, while ensuring the highest standards in data security and compliance.

“After a successful proof of concept, we are delighted to be working with The Belfry Hotel & Resort to help them achieve their goals as the industry looks ahead to a time post-pandemic,” said For-Sight CEO & Co-founder, Allan Nelson. “The Belfry is a recognised and highly respected brand globally and we are committed to supporting the entire team in delivering the world-class experience they’re known for, by allowing them to make decisions and execute their strategies based on clean, actionable data”.

About For-Sight

For-Sight helps hospitality professionals to unlock the guest journey, through data management, operational insights and tools to provide a personalised experience for every guest at every touchpoint.

For-Sight unites Hotel technology systems to turn siloed guest data from your Property Management System (PMS) and other transactional systems into a central source of truth for each guest and their journey with your brand.

For-Sight’s CRM functionality and powerful multi-channel tools allow opportunities to be identified and personalised communication and marketing campaigns to be delivered, at scale, to increase direct
revenue, loyalty and engagement.

For-Sight is headquartered in Edinburgh, UK and is a Forth Communication Ltd brand.

Follow For-Sight on LinkedIn and Twitter.

About The Belfry Hotel & Resort

The Belfry Hotel & Resort is an award-winning hotel situated in the heart of the country in Royal Sutton Coldfield, North Warwickshire, and is home to 319 luxurious bedrooms and suites, several restaurants and bars including Ryder Grill and The Brabazon Bar, events and meetings spaces, a leisure club and The Belfry Spa. The hotel’s three golf courses, including The Brabazon and The PGA National, are recognised as world-class, having previously hosted The Ryder Cup four times – more than any other venue in the world – and 17 European Tour events, producing some of the most dramatic moments in the history of golf.

Prices start from £119 for a signature room including full English breakfast.

For further information and media enquiry please contact:
Jamie McBride
Head of Marketing
Tel: +44(0)7455 941 130

We’re pleased to announce our partnership with IDS Next which will see integration between IDS Next’s solutions and For-Sight’s Guest Engagement CRM and Marketing platform.

“In the post-pandemic recovery phase, it is vital for hoteliers to understand guest data and communicate directly. All our PMS & ERP solutions collect comprehensive data owing to the numerous touchpoints and features,” said Binu Mathews, CEO of IDS Next. “Integration with For-Sight provides hoteliers seamless communication with guests to deliver a personalised guest experience and targeted marketing.” 

Our partnership will make For-Sight’s solutions available to IDS Next’s customer base of 5000+ hotels in 40 countries across South Asia, South-East Asia, Africa, Middle East, Sri Lanka & Maldives and Oceania.

“We’re excited to partner with IDS Next. We both share a commitment to the future of our industry and success of our customers,” said Allan Nelson, CEO and Co-founder of For-Sight.

“Our partnership will allow IDS Next customers to use For-Sight’s solutions to understand and segment their guests, deliver personalised marketing and communications with advanced automation and measure the results, taking action based on insight.”

The whole For-Sight team are looking forward to working in partnership with IDS Next to help with post-pandemic recovery of our industry!

About IDS Next

IDS Next is a company of vision, a company that focuses on the future, a company that develops, delivers and supports innovative technology solutions for the global hotel industry. With unrivalled domain expertise, our driving force is to create solutions that assist hotels to increase revenues, optimize costs and above all provide the ultimate guest experience.  

We are a dynamic company, which fully understands today’s emerging markets and its specific needs. We provide leading-edge technology across all hotel market segments, be it an enterprise or a single property. We offer highly integrated hotel management software, restaurant management software, central reservations, hotel channel management, mobile apps and mobile analytic solutions. 

IDS Next software and technology solutions have the trust of over 5000+ hotels in 45 countries spread across South Asia, South-East Asia, Africa, the Middle East, Sri Lanka, the Maldives and Oceania. A truly dedicated 24/7-support centre ensures 98% retention of customers and unmatched customer satisfaction. 

In light of changing public health guidelines across the globe in response to the continuing spread of COVID-19, we would like to reassure all clients and partners of For-Sight that our operations continue to remain unaffected. 

All For-Sight colleagues, across both our Edinburgh Head Office and Bangor NI site, have been working remotely since March 2020 with a secure infrastructure in place. 

You will not experience any disruption to any part of the For-Sight service, or the level of support, from our Client Services team despite any local restrictions 

We know this is an extremely difficult time for the hospitality industry, and wremain committed to helping youOur managed service team are available to help, and can provide cover as needed, or additional support for unexpected communications to guests. 

If we can be of any assistance to you or your team, please reach out to your Account Manager or email support@for-sight.co.uk  

With best wishes,

Allan Nelson 

CEO & Co-founder 


Press Release: Wednesday 7 October 2020

Hospitality technology specialist For-Sight has launched a £1.5 million project to develop the next generation of its proprietary data management and marketing platform.

A division of Edinburgh-headquartered integrated marketing agency Forth Communication, For-Sight is already the UK’s largest home-grown supplier of guest engagement technology, providing solutions to clients across the UK and Ireland, as well as Europe, Australia and New Zealand.

The project will see For-Sight migrate its existing platform to a new, cloud-based system, facilitating easier development and implementation of new modules and functionality, including third-party integrations with other existing hotel management systems, data sources and communications providers.

The project will also see For-Sight introduce data science to its solutions, allowing the use of artificial intelligence and predictive algorithms for the first time in a product of this kind. Front-end design improvements, upgraded data analytics and refined reporting will further enhance the user experience.

For-Sight believes the project will ultimately help the hospitality industry create more bespoke guest experiences, helping the business capture an even greater share of its domestic and international markets.

For-Sight CEO and co-founder, Allan Nelson, said: “With the impact of the coronavirus pandemic having a serious effect on the hospitality and tourism sector, hospitality businesses are needing to find new and innovative ways to engage and build relationships with their guests.

“This project will allow For-Sight to help hospitality businesses build back sustainable revenue through use of modern technology and automation, but also help them to deliver a more personalised and rewarding experience for their guests.

“Through this project and our team-based focus on delivering a great user experience, we aim to deliver the functionality hospitality businesses need to deliver exceptional service and revenue growth in a challenging environment. This investment in both back-end functionality and efficiency and front-end tools and innovation provides us with a foundation to scale up the business and deliver on our primary objective of helping as many hospitality businesses as possible.”

For-Sight has secured almost £750,000 of research and development (R&D) funding from economic development agency Scottish Enterprise in support of the project.

Scottish Enterprise managing director of business advice and services, Jane Martin, said: “The hospitality industry has been knocked sideways by the coronavirus pandemic, so it’s hugely encouraging to see a business based in Scotland investing in a product that can aid its recovery.

“Now, perhaps more than ever, guests are expecting exceptional levels of customer service. Fortunately, For-Sight’s data-driven technology is focused on that aim and has the potential to help hospitality businesses create increasingly personalised experiences that could boost bookings and repeat custom.”

The project is expected to create 16 new jobs. For-Sight currently employs 13 people in Scotland, with Forth Communication employing a further 15.



Notes to editors

About For-Sight

For-Sight helps hospitality professionals to unlock the guest journey and provide a personalised experience at every touchpoint.

For-Sight unites Hotel technology systems to turn siloed guest data from your Property Management System (PMS) and other transactional systems into a central source of truth for each guest and their journey.

For-Sight’s CRM functionality and powerful multi-channel tools allow personalised communication and marketing campaigns to be delivered, at scale, to increase direct revenue, loyalty and engagement.

For-Sight is headquartered in Edinburgh, UK and is a Forth Communication Ltd brand.


About Scottish Enterprise

Scottish Enterprise is Scotland’s national economic development agency. We’re committed to growing the Scottish economy for the benefit of all, helping create more quality jobs and a brighter future for every region.

Follow us on Twitter and LinkedIn.


Contact for further information:

Jamie McBride
Senior Marketing Manager


We’re thrilled to welcome leading serviced accommodation provider Urban Rest as a For-Sight client.

Operating properties of every size, from studios to over four bedrooms, Urban Rest focus on design, quality and flexibility to deliver superior serviced accommodation across Australia and New Zealand.

“As we continue our expansion in the Asia Pacific region, I am delighted to welcome Urban Rest as a For-Sight client!

We’re really looking forward to helping our new friends in Australia and New Zealand drive their guest engagement and marketing strategy forward.”

– Allan Nelson, CEO For-Sight

“After reviewing a number of off the shelf hotel CRM’s on the market, we chose to go with For-Sight due to their willingness to work with us to achieve our business objectives.

With For-Sight we were able to create triggered transactional emails that source content from our property content database, something no other system we reviewed could do.“

– Izabela Szumierz, GM Urban Rest

Hospitality technology specialists For-Sight will provide CRM & Marketing solutions to allow Staycity to enhance their guest experience.

Edinburgh,UK 27 August 2020 – For-Sight, a Forth Communication Ltd. brand, today welcomed its newest client, Staycity Group, after successful proof of concept period. Staycity Group, Europe’s leading independent aparthotel operator, has chosen For-Sight’s Guest Engagement, CRM and Marketing platform to drive forward their marketing and guest communication strategy.

“By partnering with For-Sight we’re enhancing our guest communications and Marketing while maintaining the highest standards in data security and compliance” said Paolo Dona, CTO at Staycity Group. “At a time when communicating with guests has never been more important, working with For-Sight will allow us to have more effective relationships with our guests to increase direct bookings, through tailored, personalised content and automation.”

For-Sight’s software, For-Sight Guest Engagement, delivers Staycity a world-class data management solution specifically geared to the hospitality sector, allowing Staycity to leverage guest data from their tech ecosystem through deep data segmentation, to provide personalised one to one marketing and guest communications at scale.

“We believe in showing exactly how we can deliver results and add value to our client’s business. After a successful proof of concept period, we’re very excited to be working with the Staycity Group.” said For-Sight CEO & Co-founder, Allan Nelson. “Staycity’s desire to embrace and push forward with new technologies to enhance their guest experience by making use of deep data segmentation, during a challenging period for the global industry, demonstrates their commitment to their guests and forward thinking. We’re delighted to support them on this journey.”


About For-Sight

For-Sight helps hospitality professionals to unlock the guest journey and provide a personalised experience at every touchpoint.

For-Sight unites Hotel technology systems to turn siloed guest data from your Property Management System (PMS) and other transactional systems into a central source of truth for each guest and their journey. For-Sight’s CRM functionality and powerful multi-channel tools allow personalised communication and marketing campaigns to be delivered, at scale, to increase direct revenue, loyalty and engagement. For-Sight is headquartered in Edinburgh, UK and is a Forth Communication Ltd brand.


About Staycity

Award-winning Staycity Group is a privately held company based in Dublin established in 2004 by CEO Tom Walsh and his brother Ger. The company has since become Europe’s leading independent aparthotel operator, offering quality short-term and long-term aparthotel lettings in 12 central city locations across Europe. The properties operate under the Staycity Aparthotels and Wilde Aparthotels by Staycity brands.

Staycity’s aparthotels appeal to both business and leisure travellers where they can enjoy the freedom, flexibility and comforts of home alongside standard hotel services. All apartments combine ‘home from home’ features like fully equipped kitchens and ample living, dining and work spaces, with hotel amenities like 24-hour reception. Many properties have an on-site Staycafé open 24/7 and serving a grab and go breakfast menu, snacks and pizzas. The company’s fast-expanding estate now includes properties open in Berlin, Birmingham, Dublin, Edinburgh, Liverpool, London, Lyon, Manchester, Marseille, Paris, Venice and York. The company is on target to achieve its stated aim of 15,000 apartments by 2023. www.staycity.com.

For further information, logos or media enquiries, please contact;

 Jamie McBride

Senior Marketing Manager – For-Sight


Tel: (+44) 0131 322 3753 / Mob: (+44) 07455 941 130

TravelTech for Scotland is a cluster group that will create a support network for travel technology pioneers to collaborate, promote industry events and nurture a community of entrepreneurs.

With Scotland’s travel, tourism and hospitality industry facing unprecedented challenges as a result of the COVID-19 pandemic, Traveltech for Scotland will create opportunities for businesses to use technology to recover in a sustainable way.

The newly appointed director of Traveltech for Scotland, Joshua Ryan-Saha, of the Edinburgh Futures Institute, said “The travel industry faces unprecedented challenges and we need to invest now in Traveltech to build a better, more resilient and sustainable future for Scotland’s travel industry”.

Led by the University of Edinburgh’s Edinburgh Futures Institute and Edinburgh Innovations, Traveltech for Scotland is funded by the Scottish Government and Scottish Enterprise. The initiative will also seek to nurture Scotland’s tech graduate talent and tap into the country’s research excellence.


“Scotland is home to world leading talent and innovation driven by data and has not only produced global traveltech companies like Skyscanner, but incredibly innovative traveltech companies like Criton, Whereverly, Travelnext, Freetobook and many, many others.  

Last year, turnover for digital technology in Scotland was £3.9 billion. It is the ideal location for traveltech start-ups, investment and a place where innovation can flourish. Traveltech for Scotland is a fantastic venture which will help realise Scotland’s potential as one of Europe’s leading hubs for innovation and traveltech.

I, and the whole For-Sight team, are delighted to be members and to support both TravelTech for Scotland and a sustainable recovery for our travel, tourism and hospitality industry.”

– Allan Nelson, For-Sight CEO & Co-founder  


Allan will be joining the Traveltech for Scotland launch event on 25 August at 2pm (BST), alongside Julie Grieve from Criton and Iain McNeill from Whereverly as they share their vision for Traveltech for Scotland.

You can register for the event here.


In a time when every guest and every penny matters more than it ever has for hoteliers, GuestRevu and For-Sight understand the need to make the most of and nurture both. The two companies have created a new integration that brings two essential parts of a hotel’s tech stack – customer relationship management tools, and guest feedback and reputation management tools – together in a way that is simple for the hotelier to use, but immensely powerful in their combined potential for implementing marketing and guest loyalty strategies.

Serious hoteliers frequently invest heavily in guest communication and guest feedback, as both are critical to ensuring a great guest experience and optimising return on investment throughout all aspects of hospitality. However, the technologies that facilitate these two elements of hotel-keeping have, until now, been largely kept separate.   


“There’s never been a more important time to come to market than right now in terms of guest communications.”

-Allan Nelson, For-Sight CEO


“The exciting thing for me in the market is that these two types of solutions are very much defined parts of the hotel technology stack, but actually bringing them together like this is not something we’ve seen in the market that much, and I think we’re very excited by the opportunities this provides,” says For-Sight CEO, Allan Nelson. “I think there’s never been a more important time to come to market than right now in terms of guest communications, because it’s absolutely critical.”

Being able to inform guest communication strategy and automation with guest feedback data allows hoteliers to tailor communications to exactly that subset of guests that is most likely to provide optimal ROI in special offers or hyper-targeted advertising.

“I think marrying up guest sentiment with marketing campaigns allows you to become incredibly powerful and targeted in terms of how you approach different segments of guests,” says Chris Alexandre, founder and CEO of GuestRevu. “If you can use the data that is being collected and influence the processing and the campaigns in order to achieve a higher ROI and more success, then it’s an integration that’s incredibly valuable.”


“Data only reaches its true potential if it provides one point of truth”

-David Scott, The Hotel Folk


“Data only reaches its true potential if it provides one point of truth,” agrees David Scott, Chief Executive Officer at The Hotel Folk and one of the users on the integration scheme. “Therefore, the integration of our first party data through For-sight and GuestRevu was a big step in bringing two important data sources together.”

Imagine, for example, being able to identify a specific cohort of patrons who are most likely to contribute ancillary revenue, and targeting them with a special offer of discounted accommodation in leaner months. In this scenario, you could isolate guests who have stayed with you as a couple, live within driving distance, rated your restaurant highly, and have also purchased add ons such as spa treatments, and targeting these guests with a ‘couples weekend away’ special offer. 

This is exactly the sort of use case GuestRevu and For-Sight envisioned when implementing their integration. “I think we’ve both looked at it from the point of view of ‘what do the hotels ultimately want’. The hotels want to keep bringing their guests back, and they want them to tell their friends about what a great experience they’ve had,” explains Allan “So we want to deliver that great experience to them, that first-class experience, and that needs to be reflected in the communications.”

The integration allows data collected via GuestRevu’s award-winning guest feedback system to be automatically fed into For-Sight’s powerful CRM tools, with little to no manual input required from hotel staff. Guest profiles within For-Sight are enriched with data collected via GuestRevu’s customisable feedback surveys, along with a multitude of additional data points collected from other components of the hotel’s tech stack, allowing the hotel to slice and dice their data to identify specific subsets of guests. 

The For-Sight system can then be used to send these guests highly personalised and targeted communications. It can do this both on a manual basis via batch email sends, and the system can also facilitate high degrees of automation when it comes to communications throughout the entire guest journey. 

Through the integration, GuestRevu’s additional features such as pre and in-stay surveys can also be used in these communications, giving hoteliers the opportunity to create a highly personalised and targeted guest-centric experience for their patrons throughout the guest journey, from booking confirmation and pre-stay, to on-site, to post-stay, guest retention and beyond.

Already a For-Sight client? Click here to add GuestRevu

New to both? Enquire about the For-Sight and GuestRevu combo here


About GuestRevu
GuestRevu helps hospitality professionals to listen to, learn from and earn from their guests by enabling them to leverage the power of their guest data to build lasting loyalty and drive revenue. GuestRevu’s mission is to give hospitality professionals award-winning tools that they can use every day to develop a guest-centric culture, optimise their guest experience, the running of their business and, ultimately, to drive revenue using online surveys and reputation management. GuestRevu offers local support in South Africa and the UK, and is a TripAdvisor Platinum Review Collection Partner.

About For-Sight

For-Sight helps hospitality professionals to unlock the guest journey and provide a personalised experience at every touchpoint.

For-Sight unites Hotel technology systems to turn siloed guest data from your Property Management System (PMS) and other transactional systems into a central source of truth for each guest and their journey. For-Sight’s CRM functionality and powerful multi-channel tools allow personalised communication and marketing campaigns to be delivered, at scale, to increase direct revenue, loyalty and engagement. For-Sight is headquartered in Edinburgh, UK.



We would like to reassure all clients and partners of For-Sight that with the appearance of the novel coronavirus (COVID-19) and following the guidelines issued by public health officials, we are fully prepared and able to continue to provide our full service.

All For-Sight colleagues are able to work remotely with a secure infrastructure and contingency plans in place, across both our Edinburgh Head Office and our Bangor NI site.

We will continue to operate as normal throughout this period.

You will not experience any disruption to the For-Sight application, or the level of support from our Client Services team during this challenging time.

Our partners at dotdigital have also provided similar reassurances, which you can find here.

We are committed to helping hoteliers through these unsettled times and will continue to run support webinars to help with guest engagement as well as continue our work with industry partners.

If we can help in any way please reach out to your Account Manager or email support@for-sight.co.uk


©Forth Communication Ltd 2021. Incorporated in Scotland (SC114093).
Registered office at 45 Hanover Street, Edinburgh, Scotland. EH2 2PJ

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