Case study · Hospitality
Every event enquiry answered while it's still warm
Hotel groups win conference and event business by responding fast with the right proposal. This is how we ran corporate accounts, group enquiries, proposals and event details in Dynamics 365 across several hotels, connected to availability and the property systems.
Project overview
Group sales and events on Dynamics 365.
- Industry
- Hospitality
- Client
- Confidential
- Solution
- Group sales and events
- Platform
- Dynamics 365 Sales
- Timeline
- 10–16 weeks
- Team
- 4 people
- Properties
- 3–40 hotels
- Integration
- Property management system
- Documents
- Proposals, contracts, function sheets
Expected business outcomes
What the client set out to achieve
Response time and conversion on event enquiries drive the results.
-
Same day
Proposal turnaround
Proposals generated from templates with rooms, spaces and packages.
For standard enquiries
-
10–20%
Higher enquiry conversion
Faster responses and systematic follow-up win more events.
Target range; depends on market conditions
-
One
View of corporate accounts
Room nights and events across all hotels on one account.
Where properties share the CRM
Business challenges
How hotel group sales worked before
Each hotel sells separately, even to the same corporate clients.
Enquiries
Event enquiries by email and phone to each hotel's sales office.
Proposals
Word documents rebuilt for every enquiry.
Accounts
Corporate clients' activity spread across hotels with no group view.
Events
Function details on sheets passed to operations by email.
Management
Group sales performance compiled monthly from each hotel.
Proposed solution
What the Dynamics 365 build covers
Dynamics 365 Sales with hospitality-specific records for events and space.
-
Corporate accounts
Clients with contracted rates, room nights and events across all hotels.
-
Enquiry capture
Web and email enquiries logged and assigned to the right hotel or central team.
-
Proposals
Proposals from templates with rooms, meeting spaces, catering and packages.
-
Availability check
Meeting space and room block availability from the property systems.
-
Contracts and function sheets
Signed contracts and event details handed to operations.
-
Sales dashboards
Pipeline, conversion and revenue by hotel, segment and account manager.
Project requirements
What the client asked us for
The request was to respond faster to event enquiries. That needs proposals built from templates with live availability, not rewritten each time.
The group view of corporate accounts is the second win: knowing a client's total value across hotels changes how they are served.
What the project had to deliver
- 01Every enquiry logged and assigned
- 02Proposals the same day
- 03Group view of corporate clients
- 04Clean handover to operations
Key challenges & considerations
What made it harder, and what we did
-
Property systems with limited integration
What we did
Availability was integrated from each property system as far as it allowed, and refreshed on a schedule.
-
Hotels with different processes
What we did
Proposal templates and the enquiry process were standardised across hotels, with room for local detail.
-
Complex package pricing
What we did
Package pricing was built into the quote, so proposals priced themselves consistently.
-
Seasonal peaks in enquiries
What we did
Enquiry routing and response targets were tested against peak-season volumes.
What we watched for
- Standardise proposal templates across hotels
- Integrate availability early
- Keep operations in the handover design
- Pilot with one hotel
Development process
Enquiry to event, across the group
One hotel pilots, then others follow with the same templates.
-
Sales process design
Enquiry types, proposal templates and handover agreed across hotels.
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Accounts and migration
Corporate accounts and history consolidated.
-
Proposals and availability
Templates and property system integration built.
-
Pilot hotel
One hotel's sales team goes live.
-
Group rollout
Remaining hotels and group dashboards.
Technology stack
Dynamics 365 for hospitality sales
Standard CRM with hospitality tables and property system integration.
CRM
- Dynamics 365 Sales
- Dataverse
- Document templates
Integration
- Property management system
- Power Automate
Documents
- Proposal templates
- E-signature
Reporting
- Power BI
- Sales dashboards
Quality assurance & deployment
Tested by the people who use it every day
A CRM succeeds when people choose to use it. Every process was tested with real users on real scenarios, and data migration was rehearsed until the record counts agreed.
- Scenario testing with users from each role
- Migration rehearsals, with record counts reconciled
- Integration tests for every connected system
- Security roles checked against real job roles
- Solutions moved between environments as managed releases
Deployment
- 01Pilot hotelOne hotel's sales team goes live.
- 02Group rolloutRemaining hotels and group dashboards.
- 03Phased go-liveOne team or region first, then the rest, each wave with training by role.
- 04Hypercare and warrantyDaily support through the first weeks, and six months of free bug fixing.
Final deliverables
A group sales team that moves quickly
Enquiries are answered with accurate proposals on the same day, and signed events reach operations with every detail.
Account managers see each corporate client's value across the whole group.
- Same-day proposals
- Tracked enquiries
- Group-wide account view
- Clean event handover
Handed over to the client
- 01Configured Dynamics 365Production and test environments
- 02Solutions and integrationsAs managed, documented releases
- 03Migrated dataWith record counts reconciled
- 04Training by roleWith short guides
- 05Six-month warrantyFree bug fixing after delivery
Success metrics
How success is measured
| Measure | Outcome | How it is measured |
|---|---|---|
| Proposal turnaround | Same day | For standard enquiries |
| Higher enquiry conversion | 10–20% | Target range; depends on market conditions |
| View of corporate accounts | One | Where properties share the CRM |
Verified reviews
What clients say about our Dynamics work
Verified reviews from our clients on the same kind of work, published on Clutch.
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Custom Software Development
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The work produced by the team was of exceptional quality.
Jon Thies
CTO, Model Rocket Feb 2022 – Mar 2023
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Silver Scintilla was responsive, respectful, and enjoyable to work with, quickly addressing any questions or requests.
DeShawn Brown
CEO & Founder, Lithios Jun 2021 – Nov 2022
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Custom Software Development
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Silver Scintilla provided the best solution with scalable functionality, personalized features, and robust security.
Suheb Khan
Director, Collaborative Insight Technologies Jul 2020 – Jun 2022
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