customer story

New Zealand agency changes the world through tourism

Systems don’t do diddly until people actually use them. Insightly drives user adoption because it’s easy for everyone to use.

Insightly helps client-facing teams at Tomahawk Tourism Marketing maximize customer impact and experience 

Tomahawk Tourism Marketing was founded in 2008 with the goal of making the world a better place through travel. Based in New Zealand, the company offers a suite of technology and professional services that help tourism companies succeed online by maximizing their presence in the era of digital business. Tomahawk’s reservation management system, ResBook, is used by property managers and accommodation providers across the globe to manage more than $300 million in bookings each year.

Seeking a more scalable way to manage client communication and data, Tomahawk began evaluating CRM vendors. “We were using Zoho CRM, but we needed something better that client-facing teams would actually use,” said John Hayson, Director at Tomahawk Tourism Marketing. “We sought an intuitive system that integrated with our existing tech stack and allowed us to implement automated pipeline workflows.”

Process automation

In the highly competitive and fast-paced tourism industry, customer-facing teams don’t have time to waste on repetitive administrative tasks. “Serving the unique needs of customers is the primary focus for our client support, engagement, and success teams,” Hayson said. “Insightly workflows make life easier for client-facing teams while simultaneously ensuring that staff follow internal procedures.”

Insightly workflows have also produced a more transparent and scalable sales pipeline. “Web inquiries automatically show up as Insightly leads, which prevents anything from slipping through the cracks.” Hayson said. “Workflows ensure that prospects are properly followed up with until the opportunity is won or lost.”

Deal outcome data housed in Insightly provides invaluable insights for understanding buyer behavior, refining sales strategies, and replicating what works.

Integrated efficiency

Out-of-the-box integrations to popular software applications played an important role in Tomahawk’s selection of Insightly. “Integration with Xero accounting software was a key reason why we picked Insightly over other CRMs,” Hayson said. “Also, Insightly’s integration with PandaDoc simplifies our proposal tracking process.”

Leveraging Insightly as a central data hub allows Tomahawk to increase collaboration, streamline internal processes, and maximize efficiency.  

Clean & modern interface

Insightly’s intuitive interface accelerated user adoption at Tomahawk, yielding an active user rate that now hovers around 70%. “Insightly has become the central source of truth for all of our client information,” Hayson said. “It’s a critical component for effective client engagement.”

Centralizing all of Tomahawk’s data into one system is making a positive impact on client relationships. “Better data helps us deliver a better client experience,” Hayson said.

Adaptable for future growth

Moving forward, Insightly’s flexibility and ease of customization will prove valuable to Tomahawk’s evolving CRM needs. “We’re reorganizing the team into two separate divisions that will better serve our customers,” Hayson said. “Once the divisional split is complete, we will work with Insightly’s customer success team to reoptimize Insightly for each team’s needs.”

Fully leveraging Insightly’s project management features will help Tomahawk provide an even higher level of customer support. Adding more licenses and integrating users’ inboxes are also on the roadmap. 

Availability of Insightly Marketing, Insightly’s newly announced marketing automation platform, could not have come at a better time for Tomahawk. “Enabling Insightly Marketing will help us drive additional automation and marketing activity.”

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Tomahawk needed a CRM that could provide an enhanced user experience for client-facing teams at the right price point.


Workflow automation, out-of-the-box integrations, competitive pricing plans, and an intuitive user interface made Insightly the best solution for managing all of Tomahawk’s client information.


With Insightly, Tomahawk enjoys greater transparency, elevated user adoption, and enhanced accountability from staff.

John Hayson Director