1-on-1 Hospitality Attribution for Blendin

The brand

Blendin is a hospitality brand that seamlessly integrates luxury stays, gastronomy, and corporate retreats at exceptional locations. With a growing portfolio across the Netherlands and France, their online customer journey is the engine behind their international expansion. However, the diversity of services and locations led to a confrontation with the hospitality sector’s tech wall: fragmented systems that hinder scalability rather than accelerate it.

Objective

In the hotel industry, infrastructure often lags behind marketing needs. Systems like Mews (PMS) are built for operations, not marketing attribution. The core challenge: POS and PMS data didn’t align with the marketing results in Billy Grace. Blendin wanted to move beyond last-click steering and sought an e-commerce infrastructure that understands the nuances of hospitality.

“Turning fragmented PMS data into 1-on-1 marketing attribution.”

What we did

Most agencies stop where standard integrations end. We enhanced Billy Grace for the hospitality sector by building a custom data layer:

• Custom Data Pipeline
  We engineered an advanced flow in n8n that extracts data from Mews and the POS system. This data is then processed and enriched in BigQuery, before being seamlessly synced to Billy Grace.
  
• Data Alignment
  We enforced a 1-on-1 match between physical POS data and the attribution tool. As a result, Billy Grace now distinguishes between a hotel booking, a dinner, and a B2B lead, seamlessly syncing online data with offline transactions.
  
• Custom Dashboards
  Moving away from “one-size-fits-all” reporting, we created specific views per business unit. This makes hotel stays, restaurant occupancy, corporate events, and even campsite bookings in France individually measurable. This allows Blendin to steer, optimize, and automate budget allocation for each booking type independently.
  
• E-commerce Framework
  By applying e-commerce principles (such as LTV and advanced attribution models) to the hospitality journey, Blendin now views their bookings the same way a high-end webshop views its orders.
  

Impact

Through the custom n8n flow, we have permanently closed the gap between hospitality operations and marketing. Where Blendin previously struggled with data discrepancies in Mews, data integrity has now been fully restored.

Attribution data now matches the reality of the POS system 1-on-1. Marketing budgets are no longer allocated based on noisy data or canceled bookings, but on actual realized value. We engineered the technology to make the data work for Blendin, instead of the other way around. The result is an operational dataset transformed into a strategic growth model, providing full control over scalability across every channel and location.