How Lamington Group Brought Sales & Reservations Together to Scale with Thynk

MEETINGS & EVENTS

One view of every account. Lamington Group, the company behind Second Nature, runs four properties across London, Southampton and Belfast, with York and Leeds on the way. Its business mix goes well beyond the traditional hotel model, with extended stay, production and film, corporate and group business all side-by-side. Claire Bryson, Group Director of Sales, and Billy Warren, Group Central Reservations Manager, explain how Thynk has brought their sales and reservations teams onto one platform and set the company to scale successfully.

Why it matters: In many hotels, sales and reservations teams work in separate systems, with the reservations team having little visibility of sales pipeline or enquiries. By putting both teams on Thynk, Lamington Group has made reservations an active part of the sales process and built a standard way of working that each of their properties can implement from day one.

With Co-Pilot already part of the reservations team's daily routine, Lamington Group sees AI taking on more of its day-to-day admin as it grows. The company values Thynk for being a partner that keeps developing the product around what its customers need.

Top 3 Core Objectives: Across the team's previous roles, reservations and sales teams usually used separate systems. Understanding an account meant pulling production from the PMS, checking pipeline in a CRM that didn't link to it and digging through emails for the latest activity. Reservations often had even less information to go on, with many teams still tracking enquiries on paper. As Lamington Group grew, it needed one system where both teams could work from the same information, and processes that could scale to facilitate new property openings.

One view, both teams: Bring production, pipeline, enquiries, sales activity and follow-up actions together against every account, so the team can spot changes early and act on them.
Less reservations admin: Eliminate the need for manual data entry in the reservations department so agents can own their enquiries and support client relationships directly.
A setup that scales: Standard processes across every property, customised around a non-traditional business mix, which new properties (like the new York and Leeds locations) can use from launch.

Innovators Mentioned

Lamington Group (Second Nature)

Thynk

Billy Warren

Group Central Reservations Manager

Lamington Group (Second Nature)

Claire Bryson

Group Director of Sales

Lamington Group (Second Nature)

"Co-Pilot has taken a lot of the manual data entry out of reservations, and Room Block Manager gives us a clear view of our groups. Both teams now play a real part in the sales process."

Billy Warren

Group Central Reservations Manager

👍 Group Central Reservations Manager Billy Warren said that With Co-Pilot, our enquiries go straight into Thynk. It picks up the company or agent profile and the contact, and builds the guest rooms automatically from the original requirements. It's been a huge time saver and allows us to allocate that time back to the guest.:

"Co-Pilot has taken a lot of the manual data entry out of reservations, and Room Block Manager gives us a clear view of our groups. Both teams now play a real part in the sales process."

⚖️ The selection process: During their research process, Claire Bryson evaluated Thynk's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Thynk was the best fit solution:

Group Director of Sales Claire Bryson said, about their decision: "Sales and reservations now work from the same view of every account, and we've been able to shape Thynk around how we sell. It's great to work with a partner that's always open to feedback and keen to keep improving."

📈 The results: Higher conversion, less admin work and a ready-made process for new property openings.

Higher booking conversions: Booking conversion rose 6% from 2025 to 2026 helped by Co-Pilot and Room Block Manager giving the team better control of bookings and a clear view of every enquiry.
Time back for reservations: Enquiries go straight into Thynk, and Co-Pilot picks up the company or agent profile and contact, then builds the guest rooms from the original requirements. It also helps qualify enquiries and sends general FAQs back to the property, so the team can focus on bookings and clients.
Ready for new openings: Templated proposals keep responses fast and consistent across the brand, BEOs come straight from the booking and Room Block Manager shows group allocations and pickup in one place. York and Leeds will open with an Meetings & Events process that already works across the group.