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Flexibility as a standard - how Dynamics 365 helps hotels respond to group booking needs
Case Study
Client
Laris Hotels Group is a fast-growing hotel chain based in Kraków. Since 2005, it has managed properties ranging from two to four stars, offering comprehensive services in accommodation, catering, and operational management. With a team of over 250 employees, the company operates efficiently in the highly competitive urban tourism sector.
No two reservations are the same
Faced with a rapidly evolving tourism market and a growing number of group inquiries from tour operators, Laris Hotels Group needed a tool that could efficiently manage group bookings – often for 20 or more people, with varying needs for room configurations, meal options, and additional services (such as transport or city tours).
Each inquiry required a quick, personalized, and flexible response – often with multiple offer versions based on availability across different hotels and service configurations. Efficiently managing the offer process and avoiding missed sales opportunities became critical.
A lead can’t wait - a system that responds instantly
Automatic inquiry capture
Every email inquiry was automatically converted into a lead in the CRM, ensuring no opportunity was lost and allowing multiple team members to collaborate on a single case.
Offer and variant management
The CRM enabled the team to prepare multiple offer versions for a single group. Variants differed in hotel location, service scope (e.g., full or half board, transport, additional activities), and room availability in various configurations.
Offer templates in multiple languages and currencies
Each hotel had visually branded templates available in several languages. Because Dynamics 365 doesn’t natively support multi-language document generation, a custom solution was implemented to dynamically insert localized content, including payment details and cancellation terms, based on language and currency.
Personalization and flexibility
Thanks to an extensive “product” database (representing the services each hotel offers), the team could easily create tailored offer combinations. The system tracked which offer version had been sent to which client, minimizing the risk of errors or duplicates.
Business benefits
Increased efficiency
Automating lead capture and centralizing inquiry management shortened response time and allowed multiple team members to work on one case.
Better market fit
Flexible offer creation let the team react quickly to changes, such as adjusting proposals based on hotel occupancy levels or the state of the tourism market.
Higher conversion rate
Presenting several personalized options improved the chance of booking. Tour operators received well-matched proposals and could make decisions faster.
Improved team collaboration
A centralized data system enabled transparent tracking of inquiry status, offer versions, and client decisions, streamlining daily cross-team coordination.
Summary
The CRM implementation at Laris Hotels Group wasn’t focused on traditional new-client acquisition. Instead, it aimed to optimize cooperation with existing partners: primarily tour operators. By tailoring the system to the industry’s unique needs, the company gained full control over the group inquiry process, improved operational efficiency, and strengthened its position as a trusted player in Kraków’s hospitality market.
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