The Challenge
Emerald Stay began their journey with a Zapier integration to synchronise MEWS data with HubSpot. While cost-effective, we recognised early on that Emerald Stay’s reliance on a simple Zapier integration would not support their rapid expansion, this solution had limitations that became apparent as their operations scaled. Key challenges we faced included:
• Budget Constraints: The company was unable to upgrade to HubSpot Enterprise at that time, which would have provided the use of custom objects for more flexible data modelling.
• Evolving Business Processes: As Emerald Stay grew, their operational needs shifted, requiring more complex workflows and adaptable automation.
• Limited Flexibility: Zapier could only provide basic synchronisation, failing to support detailed, dynamic workflows or address real-time updates effectively.
• Real-Time Access Code Management: Ensuring the delivery of dynamic access codes that rotated frequently and aligned with guest arrival times presented a significant technical challenge.
• ETL Data Sync: We needed a comprehensive ETL solution to extract, transform, and load data effectively between MEWS and HubSpot to maintain data accuracy and timeliness.
The Solution
Our strategic, phased approach allowed Emerald Stay to overcome budget limitations and adapt to evolving processes while maintaining efficient and secure communication. With our solutions in place, Emerald Stay is positioned for continued growth and is prepared for a smooth transition to HubSpot Enterprise, supported by a robust, scalable system built to meet their future needs. We approached these challenges with a phased plan, leveraging our deep technical expertise:
1. Initial Integration with Zapier
We began by using Zapier for basic synchronisation between MEWS and HubSpot. While this met initial requirements, it was clear that a more robust solution was needed as Emerald Stay's needs expanded.
2. Transition to HubSpot Operations Hub Pro and ETL Implementation
Recognising the need for a stronger solution, we implemented HubSpot Operations Hub Pro and developed an advanced ETL data sync:
• ETL Data Sync: We built a custom ETL process to extract data from MEWS, transform it for HubSpot’s structure, and load it efficiently. This ensured data synchronisation in near real-time and maintained data integrity.
• Custom Workflow Management: We designed property-specific workflows that replicated the benefits of custom objects, enabling detailed communication processes without requiring an upgrade to HubSpot Enterprise.
3. Bespoke Solutions with Cat Media Apps
To meet the need for precise, automated communications, we deployed our in-house solutions:
• furballTimer: This application allowed for the precise calculation of when to send emails and SMS messages with access codes, adapting dynamically if arrival times changed.
• Access Code Management: We integrated Microsoft SharePoint and Excel with HubSpot, ensuring access codes were updated in real-time and communicated securely to guests.
4. Modular Workflow Design
We built modular workflows that could be adjusted seamlessly as Emerald Stay expanded:
• Scalability: Our approach allowed Emerald Stay to grow from 30 to over 200 properties without disrupting existing workflows.
• Multilingual and Seasonal Adaptations: We developed workflows that supported communications in English, French, and Spanish, adapting to seasonal and regional needs to maintain a high standard of guest service.
5. Additional Integrations in 2024
To enhance communication further, we integrated WhatsApp with HubSpot, supporting Emerald Stay’s marketing campaign. This multi-channel campaign reached over 1,600 contacts, and influenced significant revenue.
The Results
Our solutions delivered tangible, impressive results:
• Significant Growth in Reservations: We laid out the operational automation that empowered Emerald Stay with efficient and scalable communication processes, contributing to their ability to handle a higher volume of reservations seamlessly. This support played a part in their remarkable 505.16% increase in reservations from 2022 to 2023 and a 664.53% total revenue growth from 2021 to 2024. However, it’s important to highlight that this success was not solely due to our implementation—it was driven by Emerald Stay's hard work, strategic planning, and the dedication of their team.
• Improved Operational Efficiency: By automating reservation communication and access code distribution, we significantly reduced manual effort and streamlined critical processes. This allowed Emerald Stay’s team to reallocate their time and resources toward higher-value strategic activities, such as enhancing customer service and refining their operational strategies.
• Enhanced Guest Experience: Guests benefited from timely, accurate arrival instructions and secure access code notifications, which were delivered in their preferred language and tailored to their specific property.
• Adaptable System: The modular design supported rapid growth and evolving processes, allowing Emerald Stay to remain agile as their business needs changed.
Our innovative integration of HubSpot Operations Hub Pro and custom applications like furballTimer demonstrated that even complex, evolving business needs could be met with strategic, tailored solutions. Emerald Stay’s journey from an initial Zapier implementation to a fully customised system highlighted the importance of phased, scalable approaches.
This integration laid the foundation for Emerald Stay to not only meet their immediate operational challenges but to continue scaling confidently, knowing their technology could support their growth. In 2024, as Emerald Stay prepares to upgrade to HubSpot Enterprise, they stand on a robust foundation built by Cat Media that has proven its resilience and adaptability in the fast-paced property rental industry.
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