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For Serko, the website isn’t just a digital brochure — it’s a business growth engine. As one of the world’s leading corporate travel and expense management platforms, Serko supports millions of travelers across 150+ countries to book and manage their work travel. With big ambitions to expand its platform into the U.S. market with growth marketing, through its partnership with Booking.com for Business and recent acquisition of GetThere from Sabre, the company needed a digital foundation that could evolve quickly, speak to multiple audiences and deliver measurable results.
The challenge? Consolidate multiple web properties into a unified, responsive experience — one that’s both enterprise-ready and nimble enough for a lean marketing team. Serko partnered with creative tech studio N4 to reimagine its digital infrastructure using Webflow and HubSpot, building a foundation for fast iteration, personalized engagement and long-term growth.
Global Ambitions, Local Storytelling
Serko’s move into the U.S. market required more than a redesign. It was a re-architecture of how Serko approaches digital engagement, built on speed, control and personalization. The website would serve as a cohesive digital platform to support product storytelling across international markets and distinct personas.
“We weren’t just looking for a website,” said Paula Moody, head of creative and brand at Serko. “We needed an adaptable system that supports our brand, scales with our ambitions and delivers value to both our internal teams and external audiences.”
That value came from integrating strategy, content and systems. Webflow’s visual development environment enabled Serko’s team to move quickly without heavy development lifts, while N4 built reusable components that enabled content creators to generate microsites and campaign pages on demand.
“The ability to launch personalized experiences in minutes — not weeks — is game-changing when you’re running lean,” Moody added.
The Right Tech Stack, with the Right People
Serko’s tech stack now centers on Webflow and HubSpot, connected through the HubSpot App for Webflow. It’s an architecture that blends form and function: a CMS flexible enough to power dynamic campaigns and a CRM that drives actionable insights.
“Everything starts with customer context,” said Jonathan Cook, founder of N4. “We built a system on Webflow that allows Serko to speak differently to enterprise travel managers vs. small business operators, while capturing behavior and feeding it back into HubSpot for ongoing optimization.”
Campaigns are now easier to launch and measure. HubSpot forms on Serko’s web pages feed directly into nurturing flows, with conversion data tracked in real time. Lead scores help prioritize outreach, while engagement metrics highlight which narratives resonate — and where messaging might need refining.
“The HubSpot and Webflow integration really accelerated our time to market,” said Moody. “We don’t need specialized engineering resources to get a campaign live. That means we can spend more time testing, learning and evolving.”
“Webflow gave Serko the speed and HubSpot turned that speed into signal,” said Jennifer Lux, Head of Growth Acquisition, HubSpot. “By connecting on-site behavior to automated journeys and lead scoring, the team can launch locally tailored experiences in hours and see which parts of their website move pipeline, all without heavy development support.”
Testing Toward Transformation
A recent example of that agility? Serko’s use of Webflow’s A/B testing and personalization tool, Optimize, to experiment with content and layouts ahead of a major industry event.
Instead of rolling out a global redesign all at once, the team launched a segmented experience for an activation with the Global Business Travel Association. Traffic was split between legacy and new designs, with engagement monitored to assess impact before broader rollout.
“We’re using Optimize to explore how best to tell our story to different customer types,” Cook explained. “It’s not just about colors or headlines — it’s about aligning the journey to what that specific user cares about.”
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The goal is to bring multiple brands into a single digital ecosystem. But rather than take an all-at-once approach, Serko is piloting personalization strategies and refining them in real time.
This strategic, phased approach is already delivering results. The marketing team is having more data-informed conversations with sales and product, aligning web strategy to revenue impact.
Working Smarter with Webflow Apps
While Webflow and HubSpot form the core of Serko’s digital stack, these tools aren’t add-ons. They’re enabling scale. “We’re able to build smarter, not harder,” said Moody. “And we’re not locked into heavy dev cycles to get there.”
According to Webflow’s 2025 State of the Website report, 91% of marketing leaders say the website drives more revenue than any other marketing channel, yet only 17% say their tech stack meets all their needs. Serko’s approach — lean, modular and integrated — is a glimpse of what the future looks like when marketing teams are empowered to own and evolve the digital experience.
What’s Next For Serko?
With a flexible system in place, Serko is now focused on deeper personalization and tighter alignment between marketing, product and sales. A brand refresh is ready to be rolled out, and future updates will likely push further into personalization at scale — customizing experiences not just by company size or region, but by behavioral signals and intent.
“The future is bright,” said Moody. “We’re more agile, more data-driven and more aligned across the business. Our website is no longer a brochure, it’s a performance channel.”
Serko’s journey isn’t just a success story. It’s a plan for how modern enterprises can build digital experiences that are as strategic as they are scalable — where technology supports storytelling, and teams are empowered to move fast without breaking the brand.
Webflow Enterprise empowers your team to visually build, manage and optimize sophisticated web experiences with native integrations with HubSpot, Zapier, Marketo and other enterprise tools. Learn more at https://webflow.com/enterprise.
