How The K Club nearly doubled guest marketing opt-ins in a single week

The challenge

Guest WiFi at The K Club was already connecting guests, but the marketing team wanted more from the moment of sign-in: a higher opt-in rate to enrich the marketable database, without adding friction for guests.

• Increase the share of guests opting in to marketing
• Enrich the marketable database behind guest communications
• Keep the journey smooth for returning guests

The solution

The K Club upgraded to Purple Unified Accounts, which streamlines the journey for repeat guests: returning visitors are recognised rather than starting from scratch each time.

The upgrade also introduced a more conscious and prominent opt-in screen, a clear moment in the journey where guests actively choose to hear from the resort, rather than a checkbox lost in a form.

• Unified Accounts upgrade across the guest WiFi journey
• Streamlined sign-in for returning guests
• A conscious, prominent opt-in screen guests actually notice

The results

The change landed immediately. In January, before the upgrade, 42% of connecting guests opted in to marketing. In the first week after Unified Accounts went live, that figure reached 81%.

The share of guests saying yes to marketing nearly doubled, with no incentives and no extra friction: just a smoother journey and an opt-in moment presented properly. Every week since is a bigger, richer marketable database for the resort.

• Marketing opt-in rate up from 42% to 81%
• Uplift measured in the first week after going live
• A marketable database growing nearly twice as fast as before