How Lower Mill Estate Uses Guest WiFi to Drive Personalised Engagement
Creating Smart Moments for Guest Engagement
The team at Lower Mill Estate was already delivering a premium guest experience, supported by strong brand presence and thoughtful marketing. Still, they saw an opportunity to connect with guests in a more timely and personalized way during their stay, particularly those accessing WiFi who hadn’t booked directly or weren’t yet in their CRM.
That’s where MyPlace came in, offering a light-touch, branded experience that turns a common guest interaction into a valuable marketing opportunity.
Bringing Guest WiFi Into the Marketing Strategy
With MyPlace, Lower Mill Estate introduced a branded captive portal that guests encounter when logging into the estate’s WiFi network. The login experience reflects the brand’s aesthetic and values while collecting useful visitor data in the background – all seamlessly and securely.
What makes this especially effective is the context: guests connect to WiFi shortly after arrival, when they’re most engaged and open to receiving relevant offers. In one early example, the team identified a confirmed booking that came directly from a WiFi-connected guest – a strong signal that this data could meaningfully support the estate’s direct booking strategy.
This approach is now helping the team understand which guests they’re reaching during each stay, how they engage, and how to follow up in a relevant, timely way – all without disrupting the guest experience.
“We’re excited to see how targeted offers tied to guest WiFi can help us strengthen direct booking channels and enhance the guest experience.”
— Talisa Oakey, Lower Mill Estate
From Data to Personalization
By integrating MyPlace with Mailchimp, the marketing team can now expand customer journey campaigns around real-time visitor behavior – not just past bookings. As this grows, the team is exploring ways to use email, SMS, and app-based channels to share offers and updates while guests are still on-site.
This could include:
• Timely promotions to drive on-site or operational revenue
• Post-stay follow-ups with personalized offers
• Targeted messaging based on the areas of the estate they visited
The goal is not just to increase bookings, but to create more opportunities for tailored, value-added communication with guests who are already enjoying the estate.