The Best Time to Market to a Guest May Be When They Walk Through the Door

In this episode of Behind the Tab, Patricia Mejia sits down with Wayne Newton, VP of Sales at GoZone WiFi, to discuss how operators are using guest Wi-Fi to do far more than provide internet access. By connecting Wi-Fi with POS, CRM, loyalty, and marketing platforms, hospitality businesses can identify guests the moment they arrive, better understand on-premises behavior, and deliver timely, personalized experiences that increase engagement and repeat visits.

The conversation explores why behavioral data has become more valuable than simply collecting email addresses, how venues can trigger communications while guests are still on property, and why omnichannel marketing works best when every guest interaction contributes to a richer customer profile.

Wayne also shares examples from stadiums, restaurants, breweries, and entertainment venues, demonstrating how operators use first-party data to improve sponsorship activation, promote premium experiences, increase app adoption, and create more relevant guest communications—all while respecting guest privacy and consent.

In this episode, you'll learn:

• Why guest Wi-Fi has become a strategic first-party data platform
• How to identify and engage guests while they're on-premises
• Ways to connect Wi-Fi data with GoTab, CRM, loyalty, and marketing systems
• Why behavioral insights create more effective marketing than static contact lists
• How leading venues personalize experiences in real time
• Where AI will help operators turn guest data into actionable marketing decisions

Whether you operate a restaurant, brewery, stadium, food hall, resort, or entertainment venue, this episode offers a fresh perspective on one of the most underutilized opportunities in hospitality marketing today.

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