Case Study: Backroads achieves automated, personalized trip marketing and booking integration with Kentico EMS

Backroads - Customer Case Study

Backroads, an active-travel vacation operator, needed a way to tie upcoming trips and post-trip marketing into their site using Kentico EMS. They required integration with their booking/financial system, automated 90/60/45/15-day trip and payment reminders, post-trip and follow-up campaigns with personalized content and photos, third‑party mailer integration, content-editing capabilities, and staff training — all within an aggressive timeline and with high performance requirements.

4Hilton implemented Kentico EMS workflows plus custom extensions to pull booking data and business logic from remote sources, integrated the mailer, added a multi-developer build process, and trained the in-house team. The solution delivered personalized emails integrated into Backroads’ line-of-business apps, automated and tracked trip reminders, editor control of personalized content, throughput exceeding 20 personalized emails/second, and the completed project in five months.

Backroads

David Samuels

IT Director and Chief of Staff