One email system for seven hotels and residences

Claridge's, The Connaught, The Berkeley, The Emory, Maybourne Beverly Hills, Maybourne Riviera and Surrenne, each with its own identity, all sending from one platform.

Client: Maybourne Hotel Group
Sector: Luxury hospitality
Years: 2018 to now
Platform: Dynamics 365 Customer Insights

Design system
Dynamics 365
Multi-property

Standard, retail and B2B templates across the group's properties

01challenge

Seven identities, no developer, every build bespoke

Seven properties with distinct palettes, typefaces and voices, one Dynamics 365 instance, and no in-house email developer. Every campaign was a bespoke build and every edit risked breaking rendering in Outlook.

02solution

One library, a token file per property

A modular library in Foundation for Emails with a token layer per property: colour, type, footer and voucher modules swap per brand while the structure stays the same. Standard, retail and B2B template variants were delivered into Dynamics 365 as locked layouts with editable content regions, and rendering-tested across clients before handover.

2024 campaign emails for Claridge’s, The Connaught, The Berkeley, The Emory, The Maybourne Riviera, The Maybourne Beverly Hills, Surrenne and the B2B programme, side by side — 2024 campaigns across the group, all from the same library

03results

More sends, more bookings, above the benchmark

+73%more campaigns sent in 2024, from the same library

Seven properties and a B2B events programme served from one codebase
A new property is onboarded with a token file and a day of QA
Agency-built booking and offer templates reviewed against the system before go-live
Ongoing pre-send rendering QA on request