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Luxury brand streamlines marketing strategy with HubSpot

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Luxury brand streamlines marketing strategy with HubSpot
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In the world of luxury travel and hospitality, experience is everything. For our client—an internationally renowned hospitality group offering high-end accommodations in stunning global destinations—experience goes far beyond their breathtaking architecture and world-class culinary offerings. It extends into how they connect with their guests before, during, and after each stay.

But behind the glamour, the marketing team was wrestling with a challenge: how do you manage marketing operations across two distinct hospitality brands (one in Australia and one in South America), each with their own personality and audience, while maintaining efficiency, independence, and data-driven decision-making?

The problem

The client’s ambition outgrew their tools. While they had dabbled in HubSpot Sales Hub, marketing operations remained largely manual, disjointed, and dependent on agencies.

Problem 1:

Booking data lived in Opera and RMS—critical to personalisation, but completely siloed from marketing tools. That meant marketers lacked visibility, could not automate campaigns effectively, and missed out on timely, contextual engagement.

Problem 2:

Managing two international brands from one HubSpot portal without true separation led to strategic confusion, reporting issues, and friction in campaign execution. The internal team felt stuck—unable to scale or act fast.

The solution


We implemented HubSpot Marketing Hub Enterprise to unify operations while keeping each brand distinct. Two separate business units were created in HubSpot, enabling independent brand management with shared strategic alignment. Manual processes were replaced with automated workflows, including transactional emails, while custom integrations with Opera and RMS provided real-time booking data for accurate segmentation and reporting.
We restructured and cleaned booking data, standardised forms across property websites, and introduced lead scoring and lifecycle models to better target audiences. Finally, we trained the internal team and provided documentation, giving them the independence to manage HubSpot without relying on external agencies.

The Strategic Plan
The Implementation
Dual Business Unit Architecture

  • Created two separate HubSpot business units, representing the Australian and South American brands.

  • Allowed both teams to operate independently while sharing overarching reporting, strategy, and governance structures.

  • Ensured brand integrity while enabling cross-regional collaboration and insight-sharing.

 


 

Dual Business Unit Architecture
Dual Business Unit Architecture

  • Created two separate HubSpot business units, representing the Australian and South American brands.

  • Allowed both teams to operate independently while sharing overarching reporting, strategy, and governance structures.

  • Ensured brand integrity while enabling cross-regional collaboration and insight-sharing.

 


 

Real-Time Booking Data Integration
Real-Time Booking Data Integration

  • Developed custom middleware to connect Opera and RMS booking systems to HubSpot.

  • Enabled live data syncing for accurate segmentation, audience targeting, and automated transactional emails.

  • Overcame data formatting challenges through structured transformation and cleanup workflows.


 

Marketing Automation Implementation
Marketing Automation Implementation

  • Replaced manual processes with fully automated workflows, including transactional and lifecycle communications.

  • Created campaign triggers based on booking data and lead activity, significantly improving speed to market.

  • Improved campaign consistency and customer experience across both brands.

Data Structure and Lead Intelligence
Data Structure and Lead Intelligence

  • Cleaned and segmented customer data to support advanced active lists and lifecycle stage mapping.

  • Built custom lead scoring models tailored to each brand’s buyer journey, improving conversion targeting and reporting granularity.

Internal Enablement and Autonomy
Internal Enablement and Autonomy

  • Delivered region-specific HubSpot training to empower local marketing teams.

  • Provided detailed documentation and post-implementation support to ensure long-term self-sufficiency.

  • Eliminated the need for ongoing external agency support, saving time and budget.

The Implementation

Implementation began with the configuration of two separate HubSpot business units to mirror the client’s dual-brand structure. This allowed each team to operate independently while maintaining strategic alignment across regions. Our team then developed custom integrations with Opera and RMS, enabling real-time booking data to flow directly into HubSpot. This required transforming and cleaning raw data to support accurate segmentation, workflow automation, and reporting. We also rebuilt web forms across various property websites to standardise data capture and ensure reliable automation triggers.

With the system foundation in place, we shifted focus to enablement—training internal teams across both brands to manage campaigns, workflows, and reporting dashboards confidently. Tailored lead scoring models and lifecycle stages were implemented to enhance targeting and improve visibility into customer journeys. Together, these efforts created a future-proof marketing ecosystem that the client can scale and manage in-house.

The impact and results

The results were both immediate and long-term.

Short-term wins:

  • Increased customer engagement through targeted, automated campaigns.

  • Faster response times thanks to real-time booking data integration.

  • Reduced dependency on external agencies, saving time and cost.

Long-term transformation:

  • A scalable HubSpot setup that supports advanced segmentation and sophisticated campaign design.

  • Cohesive brand strategies across two regions while preserving each brand’s unique identity.

  • A marketing team empowered to operate with agility, independence, and confidence.

By automating workflows, connecting critical booking data, and giving the team control, the client now runs their marketing operations with the same sophistication and attention to detail that defines their luxury guest experience.

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