Why Checking Guests in for Passport Events is Essential for Collecting First-Party Data

Passport events are a popular way for hotels, resorts, and other hospitality businesses to attract guests and boost revenue.

Why Checking Guests in for Passport Events is Essential for Collecting First-Party Data

Passport events, also known as wine walks or brewery crawls, are a fun and unique way for guests to explore a city or region while sampling food and drink offerings from various establishments. Participating properties typically offer a passport booklet that guests can use to navigate the event, and collect stamps or signatures from each location they visit. However, some properties overlook the importance of checking in their guests, which is a missed opportunity to collect valuable first-party data.

Why Checking in Guests is Crucial for Collecting First-Party Data:

When guests check in at a passport event, they provide their name, email address, and other contact information. This data is critical for the participating property to build a direct relationship with the guest, personalize future marketing efforts, and drive repeat business. Without this information, the property would have no way of knowing who attended the event or how to contact them in the future. In other words, the property would be missing out on a valuable opportunity to build their customer database.

How Checking in Guests Benefits the Guests:

Checking in guests for passport events also benefits the guests themselves. By providing their contact information, guests can receive updates on future events, exclusive offers, and promotions from the participating property. Additionally, some passport events offer prizes or incentives to guests who complete their booklet, such as free merchandise or discounts on future stays. These rewards can only be claimed if the guest is properly checked in, so it's essential that the process is streamlined and efficient.

Tips for Optimizing the Check-In Process:

To ensure a smooth event experience for all involved, it's important to optimize the check-in process. Here are some tips to keep in mind:

  1. Use CellarPass' Guest Link Pro app on a tablet or smartphone app can streamline the process and eliminate the need for paper sign-in sheets. The device's camera can read the barcode on the ticket or passport for quick check in.
  2. Make sure that all staff members are aware of the importance of checking guests in and are trained on the process on how to export data from CellarPass admin panel.
  3. Designate a specific area for guests to check in, and make sure that it's clearly marked and easy to find.
  4. Offer incentives to guests can encourage guests to ensure they are checked in.


In conclusion, checking in guests for passport events is essential for collecting valuable first-party data that can be used to build a direct relationship with guests, personalize marketing efforts, and drive repeat business. Additionally, the process benefits the guests themselves by providing them with updates, exclusive offers, and rewards. By optimizing the check-in process, participating properties can ensure a seamless event experience for all involved, and maximize the benefits of hosting a passport event.

Jonathan Elliman
Jonathan Elliman
co-founder + cto
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