In an era of performance marketing dashboards, loyalty apps and AI-driven personalisation, some of the most powerful growth drivers in hospitality remain stubbornly human. This session explores why brands increasingly turn to hairdressers and other trusted frontline professionals, not as influencers in the traditional sense, but as powerful conversation starters who naturally spark word of mouth through everyday, high-trust interactions.

We will examine how these human recommendation networks translate into measurable commercial returns, from awareness and trial to repeat visits and long-term loyalty, and how technology can be used to enable and scale this effect without diluting its authenticity. From tools that equip people with the right stories to share, to platforms that track advocacy and amplify real conversations, the session reframes word of mouth as a strategic growth channel that blends human trust with smart, supportive tech.