ETG's HubSpot Integration: Faster Lead Response

ETG's HubSpot Transformation: 30% Faster Lead Response Through Smart Integration

Industry: Travel & Tourism
Company size: Small company (11-50 employees)
Services: HubSpot Marketing & Sales Hub integration with Axum booking system

Summary

Experience Travel Group overcame fragmented customer data and slow lead response times, gaining real-time visibility into 150,000 contacts and automated customer journey management. Now equipped with seamless system integration and data-driven marketing capabilities, ETG can deliver personalized experiences and capture bookings faster than competitors.

Achieve instant lead response times

Enable data-driven marketing campaigns

Deliver personalized customer journeys

The challenge

Serving Demanding Travelers, Struggling With Disconnected Systems

Experience Travel Group specializes in creating premium Asian travel experiences for discerning UK travelers. Despite their expertise in crafting exceptional journeys, their internal operations faced significant digital friction.

Customer information scattered across systems

ETG's customer data lived in isolation between their Axum booking system and HubSpot marketing platform. Sales agents couldn't access booking history, travel preferences, or previous quote information when prospects inquired, leading to generic responses and missed personalization opportunities.

Critical lead response delays affecting conversions

When website visitors converted, no immediate notification reached the sales team. Prospects waited hours or days for responses while competitors captured their attention. Research shows 30% higher success rates when contacts are approached immediately, making speed a decisive competitive factor.

Limited ability to leverage customer intelligence

Without integration, ETG couldn't segment customers based on booking history, travel styles, or preferences. Marketing campaigns remained generic, missing opportunities for targeted upselling and personalized communication that builds loyalty in the premium travel market.

A Complete Travel CRM Ecosystem, Not Just Basic Marketing Tools

ETG needed more than just another marketing platform, they required a comprehensive customer intelligence system that would:

Create instant sales notifications when prospects convert
Leverage 150,000 customer records for targeted campaigns
Enable personalized communication based on booking history
Automate customer journey touchpoints from inquiry to post-travel follow-up

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How We Make It Happen

Seamless SAP C4C & HubSpot Integration

1st in-depth discovery phase

Interviews with colleagues from the sales, marketing and IT teams
Process mapping workshops to identify critical workflows
Development of a customized roadmap aligned with F2A's business cycles

2. HubSpot sales hub activation

Customized sales pipeline setup that reflects F2A's unique sales process
Automated workflow creation for prospect and customer management
Configuration of mobile access for field sales teams

3. Microsoft Navision integration

Seamless data connection between systems
Customized mapping for accurate data translation
Set up real-time synchronization

4. empowerment of the team

Hands-on training sessions for all levels of users
Creation of customized documentation
Establishment of an ongoing support system

1. Deep System Analysis and Integration Architecture

We conducted comprehensive stakeholder interviews across sales, marketing, and operations teams to understand ETG's unique customer journey.

Our team mapped critical workflows and designed a custom integration architecture connecting HubSpot with Axum's complex API structure, handling over 50 custom fields across contacts and deals.

2. Real-Time Lead Management Implementation

We built webhook-driven lead notification systems that instantly create enquiries in Axum when HubSpot conversions occur.

This enables sales consultants to contact prospects within seconds of conversion, dramatically improving response times and conversion rates while maintaining complete customer context.

3. Advanced Customer Segmentation and Workflow Creation

Our team implemented sophisticated workflow automation managing 150,000 contacts with specific business logic rules.

We created 250 automated workflows across 200 targeted lists, enabling complex customer journey management from initial inquiry through post-travel follow-up and future trip recommendations based on smarketing principles.

4. Comprehensive Team Training and Documentation

We provided extensive training covering the new integrated system capabilities, ensuring ETG's team could fully leverage customer data for personalized communication.

Custom documentation and ongoing support systems were established to maintain optimal performance and continuous improvement.

Custom ElixirSync Integration for Complex Travel Operations

We developed ElixirSync, a sophisticated bidirectional integration solution specifically designed to handle integration like Axum's uncommon API data structure and ETG's complex business requirements. This custom integration manages over 50 custom fields across contacts and deals, enabling advanced smarketing automation that standard connectors couldn't achieve.

Seamless Data Translation: ElixirSync handles the complex mapping between Axum's unique data structure and HubSpot's format, ensuring accurate customer information flows both ways without data loss or corruption.
Real-Time Business Logic Processing: The integration processes complex business rules in real-time, automatically updating customer lifecycle stages, managing booking statuses, and triggering appropriate marketing workflows based on travel preferences and history.
Advanced Travel Industry Automation: ElixirSync enables sophisticated travel-specific workflows including pre-travel arrangements scheduling, departure reminders, post-trip feedback collection, and future destination targeting based on previous booking patterns and preferences.

This custom solution transformed ETG's operations by eliminating the technical barriers between their specialized booking system and modern marketing automation, enabling them to focus on creating exceptional travel experiences while the system handles customer relationship management automatically.

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A word from ETG:

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Main Results

ETG now operates a fully integrated travel CRM ecosystem where customer data flows seamlessly between marketing and sales systems through our custom ElixirSync solution. The company can instantly respond to prospects, deliver personalized marketing campaigns based on detailed customer intelligence, and manage complex customer journeys automatically across their entire 150,000-contact database, achieving the 30% higher success rates that come with immediate prospect contact.

The Impact

What Success Looks Like

Instant Lead Response Times

Personalized Customer Journey Management

Before: Manual follow-up processes with inconsistent customer communication and missed touchpoint opportunities

After: Comprehensive automated journey management with over 200 daily personalized emails covering practical arrangements weeks before departure, last-minute tips days before travel, post-trip feedback collection, and targeted future destination campaigns based on previous bookings and preferences.

Data-Driven Marketing Intelligence

Advanced Marketing Operations

The solution delivered additional strategic benefits through enhanced operational capabilities. Smart customer segmentation enables targeted campaigns for specific destinations and travel styles.

Streamlined booking workflow automation prevents duplicate marketing to recent customers while identifying optimal timing for upselling campaigns.

Enhanced market intelligence through detailed customer behavior tracking provides insights for business development and service optimization.

Take the next step

Ready to Transform Your Customer Journey?

Book a free consultation with our integration specialists to discover how connecting your booking system with HubSpot can revolutionize your travel business operations and customer experience.

SUCCESS STORIES