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Challenges:
- Their previous CRM was clunky and hard to use
- With poor support that didn’t allow them to make the most of their system
- Fragmented guest data and segmentation
- Time-consuming campaign creation
- All data and systems disconnected and in different locations
Implementation:
- Simple onboarding experience due to the seamless integration with other Access Hospitality products already in use
- As long-time Access customers, the team were familiar with the support process which reduced the learning curve
- Having a unified system meant that staff didn’t need to juggle multiple logins or platforms – everything was accessible in one place, reducing time and complexity
Results:
- Campaign build time reduced by 30% thanks to AI-powered tools
- Increased social visibility, with tourists actively sharing their experiences online
- Customer database grew 4x in just 9 months
- All social accounts are managed from one system, saving time and improving team collaboration
Background
Nestled in the heart of Caernarfon, the Black Boy Inn is a historic venue with a modern twist. Originally a 16-room inn focused on wet trade, it has evolved into a thriving hospitality hub with 54 rooms and a bustling dining area serving up to 600 meals per day during peak season. Owner John Evans, a seasoned publican with over 50 years in the industry, leads the charge with a hands-on approach to operations and technology. However, with a small team wearing many hats, John needed a CRM system that was intuitive, integrated, and efficient.
Why choose Acteol SE?
The Black Boy Inn was on the lookout for a new system because its old system was hard to use and lacked efficient support. Acteol SE stood out as the ideal solution due to its seamless integration with other Access tools already in use - including Collins, Wireless Social, and EPoS. This meant everything could be managed from one central single sign-on platform.
With decades of hospitality experience under his belt, John had tried other competitor solutions previously, but Acteol SE’s ease of use, combined with its AI-powered features and modular flexibility, meant it came out on top.
The team at the Black Boy Inn wear many hats, they aren’t a marketing team. So, the fact that Acteol SE enables users to look back on previous campaigns and promotions to easily duplicate them is a huge benefit. Allowing the team to streamline operations and focus on what matters most: engaging guests and growing the business.
Acteol is definitely easy to use. Everything is in one place - from email campaigns and vouchers to social media.
Key Results
Increased operational efficiency
Instead of logging into multiple accounts, everything is accessible from one unified dashboard, saving time and improving collaboration. As John puts it, “You’re not wasting time logging into six different systems.”
You don’t have to log into one system, then put data into another, then log into somewhere else. You’re not wasting time logging into six different systems.
4x customer database growth in just 9 months
Since implementing Acteol SE, the Black Boy Inn has seen remarkable improvements across its marketing and customer engagement efforts. The contactable database grew from 22,614 in September 2024 to over 100,000 by June 2025. This was driven largely by Acteol SE’s integration with Wireless Social, which captures all guest Wi-Fi signups and pushes the data into the CRM system as email subscribers.
Personalised marketing journeys driving revenue
Automated email campaigns for Sunday lunch reminders and seasonal promotions have helped drive engagement and bookings, while the integration of booking and visit data enables more personalised marketing journeys. This has resulted in an average email open rate of 15% and an email quality score of 28.94%. Indirect revenue attributed to marketing efforts now totals £30,565, based on estimated visit values.
Campaigns look more professional and personalised. The data is in a stronger place.
Campaign creation time reduced by 30%
Campaign creation time has been reduced by 30%, thanks to AI tools that help generate content, refine tone and offer creative suggestions, which John describes as “like having another colleague in the office.” For managers and owners sitting in their offices juggling all the back of house tasks, Acteol’s AI features can be extremely helpful in lightening the load.
[Using AI tools is] like having another colleague in the office.
Unified social media management
Social media management has also become significantly more efficient thanks to the centralised dashboard, saving hours of manual work. With a 100% response rate within 24 hours across Facebook and Instagram, the team can now engage with guests quickly and consistently. Tourists actively share their experiences online, boosting visibility and reinforcing the inn’s reputation. Meanwhile, review management remains strong, with a Google rating of 4.61/5 and a Facebook rating of 4.4/5, supported by a proactive approach to responding to feedback.
Check out @blackboy1522 on Instagram and ‘Black Boy Inn’ on Facebook to take a look.
The Social Media module has played one of the biggest impacts as we’re able to get our name out to potential customers.
It's also beneficial to manage all the social accounts from one system, as you can see everything that is going on in one place. Otherwise, you'd be ducking and diving into each different account all day long!
Looking ahead with confidence
With plans to roll out the Voucher Module after peak season, the Black Boy Inn is poised to further enhance its guest engagement strategy.
Using QR code vouchers that can be tracked via POS will allow for more accurate redemption data and deeper insights into customer behaviour. Combined with continued use of AI and integrated systems, the team is well-positioned to build on its success and deliver even greater value to guests.
Visit the Black Boy Inn to experience the charm and innovation behind one of Wales’ most legendary hospitality venues.
