Case Study: Virgin Hotels captures 40,000 emails and 29,000 unique visitors with Local Measure

Delivering Customer Wi-Fi and Business Intelligence for Virgin Hotels

Virgin Hotels Chicago needed a way to capture and engage “shadow” guests who visit its bars, restaurants and entertainment spaces but don’t stay overnight or book directly, leaving the hotel without contact or behavioral data. Local Measure was engaged to deliver a customer Wi‑Fi and guest intelligence solution (deployed jointly with Cisco Meraki hardware) so the Virgin brand could offer fast, free Wi‑Fi while collecting meaningful customer records for marketing and loyalty outreach.

Local Measure implemented a frictionless captive‑portal sign‑on (social or email) integrated with Meraki location analytics, enabling targeted campaigns and deeper customer insights. In six months Local Measure helped Virgin Hotels capture 40,000 email addresses (29,000 unique), driving better personalization, anticipatory service through visit and occasion data, and improved marketing performance with higher open, click‑through and conversion rates.

Virgin Hotels

Doug Carillo

VP Sales & Marketing