How hosmarkhotels Uses CRM to Outperform Competitors in the Hospitality Industry

At a Glance

Industry	Hotel Representation – MICE (Meetings, Incentives, Conferences, and Exhibitions) & Leisure
Team Structure	100% Remote / Geographically Distributed
Core Value	Delivering superior client reporting
Key Result	Unique Selling Proposition (USP) secured through detailed data insights

The Challenge: Remote Teams & Rigid Systems

hosmarkhotels acts as the UK sales force for international luxury hotels. With a team that has been fully remote for 24 years, communication is everything.

Their previous software was rigid, expensive, and forced them into workflows that didn’t fit their boutique service model. When the software provider announced changes that would break their reporting capabilities, hosmarkhotels had to move fast. They needed a system that could handle the complexity of Group Bookings (MICE) and Relationship Management (Leisure) while keeping a scattered team on the same page.

The Solution: A “Bespoke” System Without the Bespoke Price Tag

Working with CRM Insights, hosmarkhotels implemented Workbooks not just as a database manager, but as a competitive tool.

1. The “Competitor-Killer” Reporting Strategy 

Most of hosmarkhotels ‘ competitors send their hotel clients basic updates in Excel. They used Workbooks to build deep-dive monthly reports.

What they track: Pending enquiries, confirmed revenue, “reasons for lost business,” and splits between Accommodation vs. Food & Beverage revenue.

The Benefit: This level of transparency became a major USP when pitching to new hotel clients.

2. Seamless Remote Collaboration 

Peter Johnson, Customer Success Director at CRM Insights, configured the system to allow multiple team members to monitor the same opportunity simultaneously. 

Whether a team member is in the UK or Geneva, if a note is added to a booking, the whole team knows instantly. No email updates necessary.

3. Integrated “Live List” Marketing

They moved away from downloading CSV files for newsletters. Now, they send mailblasts directly from Workbooks using live data. If a contact is updated in the CRM, they are updated in the mailing list instantly.

The Payoff: Reliability & Agility

The flexibility of Workbooks, combined with the support from CRM Insights, allowed hosmarkhotels to survive the pandemic and thrive afterward.

• Total Customisation: The team can edit their own tick-boxes and fields without paying for developers.
• Zero Downtime: The transition didn’t cost them any business continuity, even during a forced migration.
• Client Trust: The accuracy of their data helps them maintain long-term retainers with international hotel groups.

“In the MICE industry, attention to detail makes all the difference. When the whole team can see the same accurate data, we move as one, and that visibility becomes our competitive edge. 

Our advantage isn’t built on promises; it’s built on proof, and the depth of our reporting is something few in our industry can match.”

The CRM Insights Difference

hosmarkhotels admits they aren’t “techy” people. They needed a solution that offered enterprise-level power without the “silly money” price tag of CRM giants.

They found the perfect sweet spot with CRM Insights:

A cost-effective platform in Workbooks, backed by invaluable human support.

Peter Johnson has played a special role in hosmarkhotels’ success. For them, the investment is for the peace of mind that comes with having a partner who translates technical jargon into plain English.

“He [Peter] explains things in simple terms… He’s our angel. The support makes the investment completely worthwhile.

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