The implementation process began with detailed discovery workshops involving each of Xanterra’s business units. These sessions helped surface segmentation needs, campaign goals, and key data flow requirements across teams. With that insight, we moved into the platform build phase, configuring seven fully branded business units within a single HubSpot instance—each with its own domain, branding, and custom subscription center. At the same time, legacy systems including RedPoint, Kentico, and WordPress forms were fully retired, streamlining the martech stack.

Next, we collaborated with McGaw to implement a bi-directional integration between HubSpot and Segment. This enabled real-time identity resolution, lifecycle tracking, and a more unified customer view. Custom objects were scoped and configured to manage booking data, travel packages, and upsell triggers—laying the foundation for future sales enablement and loyalty programs.

To ensure adoption and long-term scalability, we conducted tailored training sessions for each brand’s marketing team, equipping them to manage contacts, campaigns, and reporting autonomously. We also implemented an IP warming strategy across all brands to enhance email deliverability and maintain sender reputation from day one.

This structured, phased approach—anchored by discovery, configuration, enablement, and hypercare—ensured that the rollout was smooth, scalable, and future-ready.