Kimball Hospitality.

Transforming the online experience for a leading provider of the hospitality industry.

Kimball Hospitality needed to rebuild their website to reflect the superior quality and standards their clients expected. They chose BizStream to rebuild their architecture and transform their existing website into an online experience their customers would love. Kentico Kontent was selected to manage their product details and extensive imagery in a format that allowed them to highlight key information throughout the website. This led to dramatic improvements in the visitor experience and produced a repeatable framework that their parent company can extend to additional brand websites.


Implemented by

Premium Partner


Kontent by Kentico


  • Implement a new website that properly showcased the Kimball Hospitality brand as a leader in their industry.
  • Enable content to be managed in a single location but reused in multiple locations of the website.
  • Provide detailed information about their products, including the large number of product images.
  • Build a website that can grow with their future needs, including integrations with existing data sets and their ERP system.
Kontent by Kentico


  • New website built on a modern serverless architecture provides the flexibility to integrate with external systems and the ability to scale as needed.
  • Product details and images were transformed into modular content items to be highlighted throughout the website.
  • Webhooks trigger Azure Search to index new content items, making all content searchable on the website.
Kontent by Kentico


  • 70% increase in monthly visitors on the Kimball Hospitality website.
  • Increased requests for quotes due to more accessible information on the website.
  • Future-proof infrastructure to integrate with existing Kimball Hospitality data.
  • New framework serving as a template to build future websites within the Kimball International group.


Kimball Hospitality is the largest supplier of hospitality furniture in North America, with a client list that includes many of the most prominent brands in the industry, such as Marriott, Hilton, and InterContinental Hotels Group (IHG). These clients expect the best from the Kimball Hospitality team, so it’s important that their online presence reflects the superior quality and service they provide. Their parent company, Kimball International, chose BizStream to rebuild their website based on previous successful projects they’d completed for other Kimball International brands.

The Challenge

Kimball Hospitality’s previous content management system utilized a page-centric approach that emphasized simplicity over everything else. While this allowed non-technical users to update webpage content, it limited their ability to properly showcase their products and failed to demonstrate their leadership in the industry. This system also prevented them from reusing content across their website, requiring editors to manually update content in multiple locations whenever a change was needed.

To create an experience worthy of the Kimball Hospitality brand, BizStream needed to find a new method of storing their product information as well as the large number of images associated with those products. They also needed to design an architecture that could scale to meet any future requirements and offered the flexibility to integrate with internal systems and data sets. Lastly, the majority of their website traffic came from visitors on mobile devices, meaning the new website needed to deliver an excellent experience for all visitors regardless of their viewing device.

Kontent by Kentico
The new Kimball Hospitality website showcases furniture solutions for the hotel industry's leading brands

  • 70% increase in visitors
  • Future-proof tech stack
  • Framework for new brand websites

The Solution

BizStream designed a modern serverless architecture on top of Microsoft Azure in which to build the new website. This new architecture provides the flexibility to integrate with any external system and ensures they’ll be able to scale the website as the need arises. They then selected Kentico Kontent to replace the page-centric CMS that had limited their ability to highlight the Kimball Hospitality products on their website.

One of the first steps to properly displaying these products was to import their existing product details and images into Kontent and transform them into a structure that could be displayed throughout the website. To accomplish this, the team designed a content type within Kentico Kontent that combines product details with related images and other relevant information. This allows modular content items to be created for each product and offers flexibility over how the products are displayed, including across different viewing devices.

With the content type defined and products transformed into modular content items, the team is now able to reuse each piece of content throughout their website, eliminating the error-prone task of updating information in multiple locations. Webhooks were created to trigger Azure Search to index new content items whenever they’re published, ensuring all content is searchable on the website as well. In addition to the immediate benefits to the Kimball Hospitality website, the BizStream approach to this project resulted in a repeatable framework that can be used on additional Kimball International websites in the future.


      Since launching their new website, the Kimball Hospitality team saw a 70% increase in monthly visitors as well as an increase in the number of requests for quotes each month. The new architecture has also allowed the team to consider future opportunities to improve the customer experience, including plans to integrate with other data sets as well as their ERP system. For their parent company, the future is bright as well, as the new framework will allow them to up-level the websites of other brands within the Kimball International group. Ultimately, their clients may be the biggest winners as they’re now better able to find the best products and services in the industry to furnish each room of their many hotel locations.

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