Danica Smith

As the founder of MorningStar GX, Danica's mission is simple yet powerful: to help accommodation providers unlock the full potential of guest intelligence data. With a deep-rooted passion for delivering exceptional guest experiences, she works with her clients to transform how they connect with their guests, harness insights, and deliver personalised service that drives loyalty and profitability.

Having witnessed firsthand how guest intelligence can revolutionise operations and set businesses apart, Danica made it her purpose to help hotels leverage data strategically. MorningStar GX specialises in creating tailored solutions that empower hospitality leaders to stay ahead in a fast-evolving industry.

Whether consulting leadership teams, crafting innovative strategies, or speaking on the future of hospitality, Danica is driven by one goal: to bridge the gap between cutting-edge technology and the timeless art of heartfelt hospitality.

Based between London and Barcelona, Danica collaborates globally, helping hotels thrive in today’s competitive, dynamic landscape.