Bahia Principe Hotels & Resorts deploys analytical system with AI models

Customer Challenges

Bahia Principe Hotels & Resorts—a  hospitality company based in Spain and part of the Pinero Group—sought to elevate its knowledge of potential customers by adopting an analytics system based on AI models. Within the direct-sales channel user flow of its website, Bahia-principe.com, the company looked to generate more granular and segmented audience data that could provide greater return on investment in digital marketing, driven by the capabilities of artificial intelligence.   

Partner Solution

Luce Innovative Technologies ingested data from various sources into the Microsoft Azure Data Lake, developing an optimal configuration for the management of actionable and historical data. To train the AI models, use was made of the advantages such as the processing of large amounts of data. The models are currently hosted in the Web Apps feature of Azure App Service to make the enriched data available for different initiatives such as audience creation or optimization of marketing investments.

Customer Benefits

With the implementation of Machine Learning's Unsupervised Clustering Algorithm, we have been able to automatically and in real time segment web users according to their browsing "biorhythms," finding strong correlations to their final purchase probability. 1:1 web personalization is produced segmenting high quality users and thus optimizing digital marketing campaigns, achieving savings of between 3% and 20% in annual spending.