Luxury Brand Streamlines Marketing Strategy with HubSpot
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The client eatured in this case study currently operates in the luxury travel and hospitality industry, offering high-end accommodations in stunning global destinations. Known for exceptional architecture, immersive location-based experiences, and world-class culinary offerings, the company is deeply committed to local heritage and sustainability. Additionally, they manage marketing operations for an affiliated international hospitality brand.

The organisation struggled to streamline marketing operations across two distinct hospitality brands while maintaining their unique identities. Limited automation, inefficient data access from booking systems, and reliance on external agencies hindered scalability and real-time decision-making.

What did they need?

  • Automation – Streamline emails and workflows.
  • Integration – Sync booking data with HubSpot.
  • Brand Management – Separate but aligned strategies.
  • Lead Scoring – Improve targeting and engagement.
  • Training – Enable team independence.
  • Reporting – Centralised insights for better decisions.

What did we do?

  • Implemented HubSpot automation for emails and marketing processes.
  • Connected Opera and RMS booking data to HubSpot for real-time insights
  • Created separate HubSpot units to manage each brand independently.
  • Developed tailored models for better audience engagement.
  • Equipped the internal team to manage HubSpot without external support.
  • Built reporting dashboards for clear marketing performance insights.

The problem

The organisation needed to streamline marketing operations across two distinct business units—one in Australia and another in South America. While the company had previously used HubSpot Sales Hub, adoption was limited, and the absence of automation and robust reporting in Marketing Hub Enterprise was restricting efficiency.

A key requirement was automating transactional communications and accessing real-time booking data from Opera and RMS. Additionally, maintaining separate but cohesive marketing strategies for the two brands was necessary to retain their unique identities. These challenges resulted in inefficiencies, reliance on external agencies, and limited visibility into marketing data, making scalable growth difficult.

The solution

Our team partnered with the client to implement a robust HubSpot Marketing Hub Enterprise solution. Given the complexity of operations, two separate business units were established within HubSpot, allowing for independent brand management while sharing key insights and strategy alignment. The key solutions included:

  • Automated Workflows: Transitioned manual processes to automated workflows, ensuring seamless execution of transactional emails.
  • Custom Integrations: Integrated HubSpot with Opera and RMS for real-time booking data access, improving reporting accuracy and data-driven decision-making.
  • Data Cleanup and Structuring: Complex data transformation was required to properly segment and structure booking information, enhancing the accuracy of active lists for targeted engagement.
  • Form Replacement: Ensured consistent data collection and automation across multiple property websites.
  • Lead Scoring and Lifecycle Stages: Developed tailored models to optimise audience engagement and segment customer interactions.
  • Training and Documentation: Provided in-depth training sessions, empowering internal teams to manage HubSpot autonomously, reducing dependence on external support.
luxury resort

The impact

The long-term impact of this transformation has been substantial. By automating previously manual processes, the organisation reduced reliance on external agencies, enabling the internal team to take full control of marketing efforts. The integration with Opera and RMS opened new avenues for data-driven decision-making, allowing for better audience segmentation and personalised communication.

Operationally, establishing two distinct business units within HubSpot ensured each brand maintained its unique identity while benefiting from shared knowledge and aligned marketing strategies. With real-time data access and centralised reporting, the marketing team now makes informed decisions faster, improving response times for urgent communications and enhancing customer experiences.

In the short term, the business saw an increase in customer engagement and marketing campaign effectiveness. In the long term, the new HubSpot setup provides a scalable foundation, allowing for more sophisticated campaigns, advanced segmentation, and expansion capabilities.

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