Celebrating 2025 Salesforce Partner Innovation Award Win with Our Customer Boat Bike Tours
Salesforce announced the winners of the 2025 Salesforce Partner Innovation Awards, recognizing partners who are delivering measurable transformation across industries. As a Salesforce ISV, we are honored to be named a winner in the Travel, Transportation & Hospitality category together with our customer Boat Bike Tours.
Meet Boat Bike Tours
Boat Bike Tours is a European tour operator based in Amsterdam. They offer cycling holidays combined with cruising with more than 75 tours across 12 countries. Their services attract travelers from the United States, Canada, and Europe who want to explore landscapes and culture in a more immersive way.
“If you would like to discover an area, the best way to do it is by bike because you can feel it, you can smell it, you can stop whenever you want. Take a picture when you’d like and talk to the local. That’s so much better than going with a bus from highlight to highlight. We’re really about connecting people to nature, culture, and also other people,” Laurens Winkel, CEO of Boat Bike Tours, shares.
Their mission to deliver authentic and personalized travel experiences also shapes how they use technology.
Why Automation Became a Strategic Priority
Boat Bike Tours operates in a complex environment. They coordinate thousands of travelers each year, manage multiple vessels, work with freelance tour guides across Europe, and handle a high volume of personalized requests.
According to Laurens, the goal was never simply to speed up tasks:
“Technology helps us manage more complex situations and increase the quality of our services. It’s about improving the customer experience, giving quicker and more accurate answers, and delivering something that really feels personal.”
PDF Butler had already been in use internally for several years, but combining it with Agentforce opened new possibilities for scaling personalization without losing their human touch.
How Boat Bike Tours Uses Agentforce + PDF Butler Today
Boat Bike Tours uses the solutions across several critical areas:
- Freelance tour guide coordination
Freelancers share availability through Salesforce, Boat Bike Tours proposes schedules, and PDF Butler generates and updates contracts. Digital Signature (SIGN Butler) handles the full signature flow.
- Request-a-quote process for travelers
Prospects share interests such as landscapes, themes, travel periods, group size, or budget. Travel agents use Agentforce to build the right offer, and:
- PDF Butler generates a visually rich, personalized proposal
- Digital Signature (SIGN Butler) supports confirmations
- Images, descriptions, and components are adapted dynamically
- Quality and consistency are maintained at scale
- Future customer-facing experiences
The team is preparing to make these capabilities fully customer-facing:
“When the customer wants to have a proper offer that looks really nice, Agentforce can create it with big pictures, and in that PDF there is a deep link to our booking flow. That’s quite an interesting technology.”
This will streamline the journey from inquiry to booking.
Impact: Faster Responses, Better Service
While Boat Bike Tours is not aiming to reduce staffing, they are significantly improving speed, accuracy, and personalization.
A clear example Laurens shared:
- Finding the right availability manually used to take up to 10 minutes
- With Agentforce, it now takes around one minute
Documentation quality has also evolved:
“In the past we had templates and smart text, but it still felt standardized. Now it’s much more personal. It looks a lot better, and every individual person has to feel really special. That’s what we want to achieve.”
For a company serving more than 30,000 travelers every year, this shift has a meaningful impact on the overall guest experience.
Why This Project Stood Out for the Award
Boat Bike Tours was one of the earliest adopters of Agentforce in the Netherlands, leveraging their strong Salesforce foundation to innovate quickly.
Laurens explains:
“Many companies have separate systems for bookings, CRM, and websites. For us so much is already in Salesforce. That gave us a head start. We experimented early, learned a lot, and got it right.”
Their vision for using AI aligns with the high-end service positioning of their brand:
“We’re a service-oriented company. We use AI to improve our service even more. That’s where we can be better than the competition.”
This combination of early adoption, operational integration, and customer-centric innovation made the project stand out in the Travel, Transportation & Hospitality category.
Conclusion
This award highlights the strength of our partnership with Boat Bike Tours and their commitment to delivering exceptional experiences. We are proud to support their mission and grateful for the collaboration that made this success possible.
PDF Butler will continue to innovate with Boat Bike Tours as they expand personalized travel experiences and deepen their use of Agentforce-driven automation.
If you want to learn more about how embedded document automation can transform your customer journeys, feel free to reach out.
