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CASE STUDY | NAYARA RESORTS
How Nayara Resorts connected HubSpot CRM, Opera PMS and global reservations operations across six luxury hotels.
Nayara Resorts is one of Latin America’s leading luxury hospitality groups, with hotels across Costa Rica, Panama and Chile. The operation needed more than a CRM setup: it needed a connected commercial system capable of supporting a multi-country reservations team, several Opera PMS environments and global guest communication.
STRATEGIA implemented HubSpot CRM, developed a custom Opera PMS integration, connected Aircall VoIP, automated key commercial workflows and trained the reservations and leadership teams to operate with clearer visibility, stronger follow-up and better guest communication.
Client snapshot
Nayara Resorts
A multi-country luxury hospitality group with a centralized reservations operation, global inquiry channels and a complex PMS architecture across six hotels.
- Industry: Luxury hospitality | Multi-property resort group
- Core challenge: Disconnected reservation data, global follow-up and PMS complexity
- Systems involved: HubSpot CRM + Opera PMS + Aircall + automations
- STRATEGIA role: CRM implementation, custom PMS integration, VoIP integration, training and AI roadmap
THE CONTEXT
A premium multi-country resort group needed one connected commercial operating system.
Nayara Resorts operates a high-value, multi-property hospitality ecosystem across Costa Rica, Panama and Chile. Its reservations team needed to manage guest inquiries, follow-up, booking context and commercial communication with greater consistency across several hotels and markets.
The challenge was not only operational. Nayara needed visibility that a PMS alone could not provide: contact history, lead ownership, lifecycle communication, pipeline follow-up, campaign attribution, call activity and executive-level clarity around prospect conversion.
The project required HubSpot CRM implementation, advanced customization, Opera PMS integration across different environments, Aircall VoIP integration and continuous training so more than 30 reservations agents and leadership stakeholders could adopt the platform with discipline.
THE CHALLENGE
Nayara needed to eliminate silos across reservations, PMS data, phone lines and guest communication.
For a luxury resort group with several hotels, one centralized reservations team and international guests, fragmented systems create more than inconvenience. They reduce visibility, slow response, weaken follow-up and make it harder for supervisors and leadership to understand what is happening inside the commercial funnel.
Nayara Resorts
Nayara Alto de Atacama
Nayara Bocas del Toro
Nayara Tented Camp
Nayara Hangaroa
Nayara Gardens
Nayara Springs
Fragmented reservation visibility
Guest and reservation data lived across Opera PMS, communication channels and manual processes. The team needed a unified view in HubSpot to understand prospect history, booking context and follow-up status.
Complex Opera PMS environments
The integration had to account for six hotels across different countries and Opera environments, including on-premise instances, Opera Online and a cloud-based backup connector for Chile due to data security requirements.
Global voice communication
Nayara managed inquiries from multiple international markets through more than 12 phone lines. Calls needed to become part of the commercial record, not isolated activity outside the CRM.
Adoption at operational scale
The project required clear training, leadership alignment and daily adoption by a large reservations team so HubSpot could become a working system, not just another database.
THE SOLUTIONS
STRATEGIA built the CRM, PMS, voice and automation layer required for a connected luxury reservations operation.
The solution combined CRM architecture, custom integration development, communication channel connectivity, sales and marketing automation, training and continuous strategic support. Each layer was designed to help Nayara operate with more clarity, speed and consistency across properties.
HubSpot CRM implementation
STRATEGIA configured HubSpot as the central CRM for contacts, companies, pipelines, ownership, segmentation, lifecycle communication, sales follow-up and executive visibility.
Opera PMS integration
The team developed a custom integration between Opera PMS and HubSpot across six hotels, handling different Opera environments and data architecture requirements across Costa Rica, Panama and Chile.
Aircall VoIP integration
More than 12 international phone lines were connected through Aircall, allowing inbound and outbound calls to be tracked inside the commercial operation and linked to contacts and follow-up.
Advanced automation and nurturing
STRATEGIA configured workflows, sales email sequences, pre-arrival marketing emails, campaign assets, landing pages, forms, thank you pages, segmented lists, newsletters, blogs and lead nurturing journeys.
Training, adoption and AI roadmap
The reservations and leadership teams received structured training and ongoing support. STRATEGIA is now helping Nayara evaluate the 2026 innovation roadmap with HubSpot AI tools such as Prospecting Agent, Customer Agent, Buyer Intent, Sales Workspace, Marketing Studio and Deal Progression.
THE RESULTS
Nayara gained a clearer, faster and more scalable commercial ecosystem.
The result was not only a technical integration. Nayara gained a stronger commercial operating model for reservations, leadership visibility, call tracking, guest communication, lead nurturing and direct booking growth.
Faster response times
Centralized data, workflows and better visibility helped reduce average response time to guest and prospect inquiries.
More direct bookings
Improved follow-up, personalization and CRM adoption supported growth in direct reservations across the commercial operation.
Hotels connected
The Opera + HubSpot integration supported properties in Costa Rica, Panama and Chile under one connected CRM architecture.
Phone lines tracked
Aircall connected global phone activity to the CRM, improving call visibility and commercial accountability.
PMS INTEGRATION COMPLEXITY
A tailored integration for different Opera environments across three countries.
The Nayara project required more than a standard PMS connector. Three Costa Rica hotels operated on Opera On Premise, with reservation data stored locally in Costa Rica. Nayara Bocas del Toro in Panama used Opera Online, but required additional configuration work. The two hotels in Chile, located in the Atacama Desert and Easter Island, required a custom cloud-server connector with live reservation backup due to data security requirements defined by the chain.
This complexity is exactly where STRATEGIA’s value goes beyond implementation. The work connected operational data, CRM records, call tracking, automated communication and team adoption into one commercial ecosystem.
Integrated channels
- HubSpot CRM
- Opera PMS
- Aircall VoIP
- Email + lead nurturing
- HubSpot AI roadmap
★★★★★
CLIENT REVIEW
Strategic collaboration
“At Nayara we deeply value the collaboration with the STRATEGIA team. Their expertise and commitment were fundamental for the integration of our PMS Opera with HubSpot, as well as for the development of tailor-made solutions that today drive our operational efficiency, strengthen commercial management and optimize communication with our guests and clients.”
READY TO CONNECT YOUR RESERVATIONS ECOSYSTEM?
Build a commercial operating system your PMS alone cannot provide.
If your hotel group needs to connect CRM, PMS data, global call activity, workflows and AI-ready guest communication, start with a Growth Diagnostic. STRATEGIA will help identify the right phase for your commercial ecosystem.