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Airship CRM

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Airship CRM is a customer relationship and marketing platform for UK pubs, bars, restaurants and hotels, built by Airship of Sheffield (founded 2003, part of Zonal since 2022). It centralises guest data from EPOS, WiFi and booking systems and sends email and SMS campaigns. On a website it appears as a sign-up form or script from airship.co.uk that collects guest contact details and marketing consent.

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Overview

What does Airship CRM do?

What is Airship CRM?

Airship is a customer relationship management and marketing platform built for the UK hospitality sector: pubs, bars, restaurants, hotels and leisure venues. The company is based in Sheffield and was founded in 2003, originally as an SMS service for nightclubs and bars. In 2022 it was acquired by Zonal, the UK hospitality technology group, together with its sister product Toggle. Airship brings guest data from more than 80 integrations (EPOS, guest WiFi, table booking, gift cards) into one profile, segments guests and sends automated email and SMS campaigns. Its Proof of Presence feature links marketing messages to actual visits. It is a different company from Airship (airship.com), the US mobile push notification platform.

How Airship CRM appears on a website

Venues use Airship forms to grow their guest database: newsletter sign-ups, birthday clubs, competitions or enquiry forms. The form builder produces a direct link or an embeddable version that is dropped into the venue's website, and the form content is served from an airship.co.uk subdomain. Detection tools recognise Airship CRM through a script loaded from that domain. Airship also hosts landing pages and guest WiFi journeys for its customers.

Cookies and personal data

We have not documented cookies set by the Airship form embed on the host website, so none are listed here. The data that matters is what visitors type into the form: name, email address, mobile number, date of birth, favourite venue and their marketing preferences. These records feed the venue's CRM, where they are combined with visit and spend data for segmentation.

GDPR and consent

Loading a sign-up form is not in itself a marketing operation, but the purpose of the data is direct marketing by email and SMS, which under PECR and the ePrivacy Directive needs prior opt-in consent for individual subscribers. Airship forms support a dedicated opt-in field with clear consent wording, and that field should stay unticked by default. If the embed loads tracking or measurement scripts, those need consent through the cookie banner. Airship processes data in the UK, which benefits from an EU adequacy decision.

Practical steps

  • Keep the marketing opt-in in the form separate, unticked and specific to email and SMS.
  • Name the venue operator as controller and Airship as processor in the privacy notice.
  • Check the embed with a cookie scanner and declare any trackers it sets.
  • Honour unsubscribes, which Airship handles in its email and SMS tools.
Compliance

Airship CRM and the GDPR

Airship CRM is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Art. 6(1)(a) GDPR, UK GDPR and PECR) for marketing emails and SMS collected through Airship forms
Risk level
medium
Applicable regulations
UK GDPR, PECR, GDPR, ePrivacy Directive

Impact assessment (DPIA)

A DPIA is advisable for larger hospitality groups that combine Airship sign-ups with EPOS, WiFi and Proof of Presence visit data, because this builds detailed behavioural profiles of guests. For a simple newsletter form on one venue's site it is usually not required. Review retention periods and what data each integration pushes into Airship.

Sample text for your banner

Sign up to hear about our offers and events. Your details are stored in our guest database, run by Airship, and we only send you emails or texts if you tick the box to agree.
Cookies and trackers

What Airship CRM sets and contacts

Tracking method
Script or embedded sign-up form served from an airship.co.uk subdomain; collects guest contact details and marketing opt-ins into the venue's Airship CRM
Server location
United Kingdom
Cookieless mode available
Yes
Data transferred outside the EU
United Kingdom, covered by an EU adequacy decision. Airship is part of the UK hospitality technology group Zonal.

Third-party domains contacted (1)

  • airship.co.uk
Questions

Frequently asked questions about Airship CRM

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Is Airship CRM the same as Airship push notifications?

No. Airship CRM (airship.co.uk) is a Sheffield-based hospitality CRM owned by Zonal. Airship (airship.com) is a US platform for mobile app push notifications and messaging.

What data does an Airship sign-up form collect?

Typically name, email address, mobile number, date of birth, favourite venue and marketing preferences. The venue chooses the fields in Airship's form builder.

Do Airship forms need cookie consent?

The form itself collects data the visitor types in, so the key requirement is a clear opt-in for marketing. Any cookies or trackers the embed sets should be checked with a scanner and declared in the banner.

Where is Airship CRM data stored?

Airship is a UK company and processes guest data for UK venues. The United Kingdom has an EU adequacy decision, so transfers from the EU do not need extra safeguards.

Who is the data controller?

The venue or hospitality group that runs the form is the controller. Airship acts as its processor under the service contract.

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