Creating a five-star digital platform
Barceló increases mobile traffic by 30 percent with improved customer experience.
In the hospitality industry, online sales and customer satisfaction are paramount to remaining competitive. Barceló Hotels & Resorts wanted to accelerate its digital transformation with a new hotel distribution digital platform to boost direct sales, increase the use of cost-effective digital channels, improve customer intimacy and support its new brand strategy. The hospitality company collaborated with Accenture to launch a new digital strategy and website. Together, they aimed to drive growth in direct sales and strategic markets by transforming the digital customer experience for Barceló’s new brands.
The hospitality industry is no different from any other. Consumers’ expectations of real-time, frictionless and personalized service are rising. They expect to easily find and buy what they want—no matter what channel they choose.
Barceló tapped into Accenture’s digital capabilities to design, develop and test the new Barceló website. Fjord, Accenture Interactive’s design agency, helped to develop the initial concept with a view to improving the customer experience. The team focused on making the site easy-to-use, interactive, inspirational and distinct from competitors with:
With its new digital platform, Barceló Hotels is supporting its new brand strategy with increased traffic to cost-effective direct channel sales and a five-star customer experience. The channel integration is also helping to increase sales in strategic markets and improve its view of the customer.
With its new hotel distribution digital platform, Barceló is also transforming its IT landscape to reduce costs and accelerate further investment in digital capabilities. The new site and platform give Barceló a robust foundation to apply analytics to its marketing campaigns and loyalty program, as well as scale its digital presence as the company grows.
After the first year, Barceló had a:
Increase in mobile traffic
increase in bookings via mobile devices
increase in traffic through third-party digital channels
increase in number of bookings
increase in incomming traffic to call centers