How Bilderberg Hotels Unified Sales and MICE Teams Across Properties with Thynk

A Need for Unity Across Properties

The team behind the Bilderberg brand was facing a familiar industry challenge: fragmented systems and siloed teams. With 11 properties across the Netherlands, they needed a centralized solution that could unify both property-level and above-property Sales, Reservations, and MICE operations.

Legacy tools had only taken them so far. As they didn’t fully support the team’s vision for streamlined, cross-property collaboration. What they needed was a solution that could integrate seamlessly with their new PMS and support evolving operational needs. The tipping point came with the switch to MEWS — and the opportunity to fully integrate via an open API with Thynk.Cloud. 

“The open API connection with Thynk.Cloud was the key driver in our decision — enabling true integration.”

Bringing Sales and MICE Together

From the start, Bilderberg approached the Thynk implementation as a cross-functional transformation — not just a tool change. They mapped all processes in advance and built a dedicated project team involving stakeholders from across departments.

This structure helped them overcome their biggest challenge: managing change and data migration with limited internal resources. By developing clear procedures and encouraging collaboration between properties, they created a foundation for lasting success.

“A major opportunity was unifying our Sales and MICE teams in one system, with visibility across multiple properties.”

A New Level of Visibility and Efficiency

Since adopting Thynk, the day-to-day work of the teams has fundamentally improved. Account, contact, and booking data is now accessible across all levels of the organization, leading to stronger communication and more consistent data usage.

Real-time syncs with the PMS and automated revenue transfers have saved time, while integrated logging of contact communication has increased transparency across teams and properties.

“Teams communicate more effectively and rely more on accurate system data.”

Custom Dashboards for Smarter Sales

To support team performance and strategy, Bilderberg developed tailored dashboards for both Sales and Reservations. These track key metrics like lead conversion, pending opportunities, and lost business, while also offering focused views for acquisition and retention accounts.

“While standard dashboards are helpful, we’ve added tailored views to align with our strategic focus.”

Automation That Drives Action

Innovation didn’t stop at implementation. One standout workflow is an automated lead generator that targets high-potential contacts (BBB > 5K), reducing manual work and reactivating past opportunities.

Another smart automation links sales program invitations directly to bookings — improving traceability and allowing the team to follow up more effectively across the customer journey.

“We’re very pleased with the automated lead generator — it has reactivated past contacts and saved time.”

Preparing for a Data-Driven Future

As hospitality continues to evolve, Bilderberg is preparing for what’s next. That means investing in scalable, integrated systems and building data confidence across teams to enable real-time insights — all while maintaining the personal touch that defines the guest experience.

“The industry is becoming more data-driven and personalized. We’re investing in systems that support that shift.”

A Partnership That Grows With the Industry

Looking ahead, Bilderberg sees Thynk not just as a vendor, but as a partner. They value the collaborative relationship and the platform’s commitment to evolving with hotelier needs.

“We look forward to a continued partnership, where user feedback and practical needs help shape the platform’s future.”