SDN Journal Authors: Liz McMillan, Yeshim Deniz, Elizabeth White, Pat Romanski, TJ Randall

News Feed Item

Barcelo Viajes uses IBM Big Data and analytics solutions to better know its clients

With Big Data analytics tools, travel providers can discover which customer behavioral patterns directly impact their business

MADRID, Oct. 22, 2013 /PRNewswire/ -- IBM (NYSE: IBM) today announced that it has worked with Barcelo Viajes, a leading Spanish travel company, to help them create a more competitive business model through laying the foundations for a predictive personalized offerings for its customers using Big Data and analytics technology. By analyzing historical data such as destination, date and time of purchase, price, duration of the trip or type of service that has been purchased the hospitality company will be able to build more individualized offers tailored to their interests and travel history.

(Logo: http://photos.prnewswire.com/prnh/20090416/IBMLOGO )

The Group Barcelo was established in Palma de Mallorca (Spain) over 80 years ago, is one of the leading travel companies in the Spanish market and one of the most important in the world. Through its hotel division and its business travel division, it has more than 140 hotels in 17 countries and more than 400 travel agencies in 22 countries.

Barcelo Viajes has been able to build a social profile of its customers through the identification and analysis of purchase history and to increase the ROI of their campaigns, with a better match the promotions to the preferences and tastes of the traveller. This analysis has also helped improve the usability of the company's website, resulting in better customer satisfaction at the point of purchase.

"We are very satisfied with the consultancy work led by IBM. Thanks to this, Barcelo Viajes's ability to create personalized offers for our customers in today's competitive travel market has improved dramatically through insights gained from predictive analytics of a vast array of customer data," said Mar Munoz, head of eCommerce at Barcelo Viajes.

"Insight in Big Data can be of great value to the tourism industry, helping to customize offerings according to the tastes, preferences or previous experiences of their clients. Barcelo Viajes has laid the foundation to provide customers with an exceptional experience at every stage of the journey," said Carlos Creus, Travel Consultant, IBM Spain.

The first phase of this program analyzed the historical data of all purchases that customers made over a period of time, both through its website and in the Barcelo Viajes travel agencies. With the SPSS predictive analytics solution, the company gained insight on the relationships between such seemingly disparate issues as the price, the time of purchase, the physical agency to which the traveller attended, the time in advance of the purchase, the contracted services or the way the client came to the Barcelo Viajes website.

Then, it was possible to pinpoint customer's behaviours and purchase patterns that had a direct impact on Barcelo Viajes sales. For example, the profile of the travellers depending on when they travel and which services they demand, the behaviour and the loyalty of the customers who make their ​​reservations with Barcelo Viajes and how many days in advance they have contracted their journey, are issues that can decisively influence in Barcelo Viajes business.

About IBM and Big Data Analytics

Each day we create 2.5 quintillion bytes of data generated by a variety of sources -- from climate information, to posts on social media sites, and from purchase transaction records to healthcare medical images. At IBM we believe that Big Data and analytics are a catalyst to help clients become more competitive and drive growth. IBM is helping clients harness this Big Data to uncover valuable insights, and transform their business. IBM has established the world's deepest and broadest portfolio of Big Data technologies and solutions, spanning services, software, research and hardware. For more information about IBM and Big Data and analytics, visit http://www.ibmbigdatahub.com Follow IBM and Big Data on Twitter @IBMbigdata and #ibmbigdata.


Sara Delekta Galligan
IBM Media Relations
[email protected]

David Herrera Cerezo
IBM Media Relations, Spain
(34) 91 3977006
[email protected]



More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

CloudEXPO Stories
Founded in 2002 and headquartered in Chicago, Nexum® takes a comprehensive approach to security. Nexum approaches business with one simple statement: “Do what’s right for the customer and success will follow.” Nexum helps you mitigate risks, protect your data, increase business continuity and meet your unique business objectives by: Detecting and preventing network threats, intrusions and disruptions Equipping you with the information, tools, training and resources you need to effectively manage IT risk Nexum, Latin for an arrangement by which one pledged one’s very liberty as security, Nexum is committed to ensuring your security. At Nexum, We Mean Security®.
The Transparent Cloud-computing Consortium (T-Cloud) is a neutral organization for researching new computing models and business opportunities in IoT era. In his session, Ikuo Nakagawa, Co-Founder and Board Member at Transparent Cloud Computing Consortium, will introduce the big change toward the "connected-economy" in the digital age. He'll introduce and describe some leading-edge business cases from his original points of view, and discuss models & strategies in the connected-economy. Nowadays, "digital innovation" is a big wave of business transformation based on digital technologies. IoT, Big Data, AI, FinTech and various leading-edge technologies are key components of such business drivers.
Doug was appointed CEO of Big Switch in 2013 to lead the company on its mission to provide modern cloud and data center networking solutions capable of disrupting the stronghold by legacy vendors. Under his guidance, Big Switch has experienced 30+% average QoQ growth for the last 16 quarters; more than quadrupled headcount; successfully shifted to a software-only and subscription-based recurring revenue model; solidified key partnerships with Accton/Edgecore, Dell EMC, HPE, Nutanix, RedHat and VMware; developed Open Network Linux, an open source NOS foundational component designed in partnership with Facebook and Google; and he played an integral role in raising two-thirds of the company's $120MM of funding. Prior to Big Switch, Doug was SVP & GM of Juniper Networks $1BN business across Asia-Pacific, Japan and Greater China, and he began his time at Juniper as SVP & GM of its Security bu...
Having been in the web hosting industry since 2002, dhosting has gained a great deal of experience while working on a wide range of projects. This experience has enabled the company to develop our amazing new product, which they are now excited to present! Among dHosting's greatest achievements, they can include the development of their own hosting panel, the building of their fully redundant server system, and the creation of dhHosting's unique product, Dynamic Edge.
Digital transformation is about embracing digital technologies into a company's culture to better connect with its customers, automate processes, create better tools, enter new markets, etc. Such a transformation requires continuous orchestration across teams and an environment based on open collaboration and daily experiments. In his session at 21st Cloud Expo, Alex Casalboni, Technical (Cloud) Evangelist at Cloud Academy, explored and discussed the most urgent unsolved challenges to achieve full cloud literacy in the enterprise world.