RMS Case Study | Blend

Project type

Brand

Website

Industry

SaaS

Location

Australia

Services provided

Design

Copy

Development

Strategy

RMS is a property management system used by hotels, resorts, and holiday parks across the globe. With 40 years in the industry and a rapidly expanding presence in Europe and North America, RMS had the product, the reputation, and the ambition to compete at the highest level.

What they didn't have was a brand, website, or technology infrastructure that reflected any of it. They came to Blend to change that, entirely, with the results to show the impact it's had.

0 %

more pipeline in the first twelve months post-launch

€ 0 B+

surpassed in transactions by RMS Pay since global launch

0 %

increase in website conversion rate (qualified leads)

The challenge

In 2024, RMS was acquired by private equity firm Advent Partners. With that came a fundamental shift in what the business needed to do, and how fast it needed to do it. Sandrine Zechbauer joined as CMO with a clear mandate:

"To change the way we go to market and operationalize our demand engine, because we have private equity related goals around new business acquisition, customer retention, and customer adoption. This required a whole new way to go to market."

Delivering on those goals required three things to be true simultaneously: a brand that could compete internationally, a website that could capture and convert demand, and an infrastructure that could measure all of it.

None of them were in place. Two separate HubSpot portals, one for North America, one for Australia and global markets, had diverged over four to five years into entirely different systems, with different lifecycle definitions, workflows, and data structures. The website wasn't built to capture and route leads. And without a unified data foundation, almost nothing could be measured or attributed.

And underpinning all of it, the brand lacked the consistency and clarity needed to compete in new markets. For a 43-year-old business with genuine product depth and strong customer relationships, the way RMS looked and communicated simply wasn't keeping pace with its ambitions.

The business was well-established. The go-to-market engine wasn't.

The approach

RMS came to Blend with three interconnected problems, but the strategic decision was to treat them as one. Rather than delivering brand, website, and HubSpot as separate projects, we built them as an integrated programme where each element would reinforce the next.

We worked closely with Sandrine and a small group of key stakeholders, running focused workshops to understand the tensions the business was navigating before any work began. That informed everything - the creative direction, the messaging, the technical decisions. The sequencing was equally deliberate:

HubSpot portal consolidation first - auditing and migrating two separate instances into one clean, unified foundation before the brand or website work went live
Brand and messaging in parallel - workshops with key stakeholders to define positioning, tone of voice, and visual identity as a connected system
Website built on that foundation - so that when it launched, the infrastructure to measure and attribute performance was already in place

Consolidating two HubSpot portals into one source of truth

Alongside the brand and website work, RMS needed to resolve a structural problem in their marketing technology. They had been running two separate HubSpot portals, one for North America, one for their Australia and global operations, and the duplication was creating friction across their marketing and sales teams.

We audited the North American portal in full, mapping every asset and data object before a single migration step was taken.

The migration consolidated everything into a single, unified HubSpot instance, giving the RMS team one source of truth for their CRM, marketing, and sales operations.

Cleaner data, cleaner reporting, and a foundation from which demand generation activity could be properly attributed and measured for the first time.

A brand built to support international expansion across three verticals

RMS operates across three verticals, hotels, parks, and service departments, and across multiple continents and time zones. The brand needed to reflect that global, always-on reality while staying human and approachable. Because while the product is sophisticated, the people behind it are what customers consistently value most.

Through a series of workshops with the RMS leadership team, we identified the central tension the brand needed to hold: technology and people, in equal measure. Not a cold SaaS vendor. Not a legacy software company. Something between the two, confident, reliable, and genuinely warm.

Creating a design system built to scale globally without losing what makes RMS human

We developed multiple creative concepts for the RMS team to consider. The one that landed was built around the idea of day and night around the world, a reflection of RMS's global presence and the way their teams connect across time zones. The brand mark was inspired by the Earth's axis: constant movement, global reach, and the human connections that make it work.

From that foundation we developed a complete design system: colour, typography, iconography, photography direction, and a flexible visual identity that could adapt across regions, verticals, and digital touchpoints. The result was a brand that felt modern and international, but never cold.

RMS Image lock up 3

RMS Image lock up 2

Building a single framework for how RMS talks about what they do

A strong visual identity needs equally strong words behind it. We ran a dedicated messaging workshop to define how RMS talks about itself, their value proposition, their positioning across each of the three verticals, and the core messages that needed to land consistently whether a prospect was landing on the website, receiving a sales email, or picking up a piece of collateral.

The messaging house gave the RMS team a single reference point for how to communicate their strengths: the depth of their platform, the flexibility of their approach, and the quality of their customer relationships. It moved them away from feature-led descriptions toward outcome-focused language that spoke directly to buyers.

A tone of voice that finally sounded like the company customers actually experience

Alongside the messaging framework, we developed a full tone of voice guide. Prior to this work, RMS had no documented TOV, communications were inconsistent, overly corporate in places, and didn't reflect the warmth that customers actually experienced when they worked with the team.

The new TOV was built around three core personality traits: reliable, approachable, and quietly confident. It gave RMS a clear, usable framework for how to write, across the website, email, social, and beyond, with enough flexibility to adapt for different contexts while staying recognisably RMS.

Website strategy: restructuring the site around buyers, not products

Our approach started with a full strategic audit. We conducted commercial keyword research, analysed existing page performance, and mapped the site architecture around buyer journeys rather than product structure. Pages that weren't earning their place were culled. The handful of high-traffic, high-authority URLs were preserved and redirected correctly to protect the SEO equity RMS had built over decades. The strategy also built in multi-language architecture from the outset, future-proofing the site for RMS's continued international expansion.

Website design: visual storytelling that guides buyers and drives conversion

The design brought the new brand to life online. We created a clean, modern layout built around strong visual storytelling — combining people-focused photography with structured geometry, clear hierarchy, and simple, purposeful interactions. Every page was designed as a potential entry point, with conversion pathways built in from the start rather than bolted on.

The design system ensured consistency across every page and gave the RMS team the flexibility to adapt layouts for new regions, campaigns, and services without starting from scratch each time.

Built on HubSpot Content Hub for speed, flexibility, and CRM connection

The site was built on HubSpot Content Hub, giving RMS a CMS that connects directly to their CRM and marketing operations. Development focused on performance, flexibility, and ease of management, the RMS team needed to be able to own and evolve the site without technical dependencies slowing them down.

"We don't have a web designer, we didn't have one then, we still don't now. One of the key requirements was the ability to self serve: drag and drop, create new pages, add or remove modules, change colours and backgrounds, spin up new landing pages - all with no coding skills required."

Sandrine Zechbauer, CMO at RMS

A unified portal unlocking HubSpot Breeze AI across the business

With RMS's data consolidated into a single HubSpot instance, the team is now able to take full advantage of HubSpot's Breeze AI capabilities in ways that simply weren't possible when their data was split across two portals.

"HubSpot keeps adding new features all the time, and their AI in particular has been game changing for us."

Sandrine Zechbauer, CMO at RMS

Breeze Assistant: instant answers from a single source of truth

With clean, unified CRM data, the RMS team can use Breeze Assistant to query their entire CRM in seconds. Rather than manually pulling reports or cross-referencing spreadsheets, sales and marketing can ask natural language questions directly, surfacing account intelligence, pipeline status, and engagement history, and take action without leaving the interface. The consolidation work is what makes this possible. Fragmented data across two portals would have produced fragmented, unreliable answers.

RMS - Image 1 - Breeze Copilot - Big (1)

RMS - Image 3 - Chat image

Breeze Customer Agent: AI-powered conversations on the website

RMS have deployed a Breeze Customer Agent on their website, their AI assistant Miles, powered by knowledge drawn directly from their HubSpot content and wider knowledge base.

Miles can answer detailed questions about the platform, its capabilities across hotels, parks, and service departments, pricing, integrations, and support, giving every visitor an immediate, accurate, and brand-consistent response at any time of day. For a global business operating across multiple time zones, it means no prospect or customer ever hits a dead end on the website.

Breeze Data Agent: enriching records automatically

RMS are also using Breeze's Data Agent to enrich company records as they enter the CRM. Using web research as a data source, the agent automatically identifies what property management system a hospitality company currently uses, pulling from their website, case studies, job postings, and partner listings. Competitive intelligence, baked directly into every new account record, without any manual research required.

The results

38% more pipeline in the first twelve months post-launch

Pipeline generated in the twelve months following launch grew 48% year on year, a direct reflection of a stronger brand, a higher-converting website, and marketing activity that could finally be properly attributed and measured.

Marketing-attributed pipeline for the first time

Prior to launch, marketing-sourced pipeline was effectively unmeasurable — almost all pipeline was either unattributed or sales-led. Post-launch, marketing-attributed deals became a consistent, material presence every month. The attribution improvement itself is a signal: the new website and brand created a measurable commercial engine where one didn't previously exist.

RMS Pay surpasses €1 billion in total processed transactions

Since the new brand and website went live, RMS Pay, their fully integrated payment solution, surpassed €1 billion in processed transactions within a year of its global launch. While not directly attributable to the website alone, it reflects a business operating with greater clarity, confidence, and commercial momentum than before the transformation began.

10% improvement in conversion rate

Despite a year-on-year decline in overall traffic, consistent with broader AI-driven shifts in search behaviour, the website delivered more leads on fewer visits. The conversion rate improved by 10% in the twelve months post-launch compared to the equivalent prior period, a clear signal that the new site was doing its job.

The impact

For a business with 40 years of product excellence, RMS had been operating without the brand, website, or data infrastructure to show for it. This programme of work changed that across every dimension.

The rebrand gave RMS a unified identity that could travel — across three verticals, multiple international markets, and every customer touchpoint. For the first time, the way RMS looked and communicated reflected the quality of the product and the strength of the relationships behind it.

The new website turned that foundation into measurable commercial performance. With a buyer-focused structure, a conversion-optimised design, and copy that finally spoke the language of their customers, the site began working as a genuine demand generation asset rather than a digital brochure. Traffic declined, as it has across the industry, but conversion improved, pipeline grew, and marketing earned its seat at the revenue table.

The HubSpot portal consolidation removed a structural blocker that had been limiting marketing effectiveness for years. With a single, unified instance, the RMS team gained a clean CRM, reliable data, and the ability to properly track and attribute marketing activity, connecting what they were doing to what it was generating in pipeline and revenue.

"Now I'm 100% confident that I know what's going on. It's about having that pulse on the business - how are we tracking, do we have enough pipeline for this month, next month, next quarter? That was just impossible before. This has been transformational for us."

Sandrine Zechbauer, CMO at RMS

That unified foundation also unlocked something beyond cleaner reporting. With all their data in one place, RMS are now running Breeze AI across the business, giving their sales team instant account intelligence through Copilot, enriching records automatically through the Data Agent, and serving buyers and customers on the website around the clock through their AI assistant Miles. The infrastructure isn't just cleaner. It's actively working.

Taken together, the work didn't just modernise RMS. It gave them the infrastructure, identity, and insight to grow with confidence, and the results reflect it. RMS Pay has surpassed €1 billion in total processed transactions since global launch, and the RMS Booking Engine was named Online Booking Innovation of the Year at the 2026 TravelTech Breakthrough Awards. These are signals of a business that has moved beyond transformation and into momentum.