Travel & Tourism In 2025, Spain’s tourism industry remains strong and growing—fueled by increased international travel and innovation in customer experiences. New technologies are transforming how travelers plan and enjoy their trips, while sustainability has become a central priority for companies across the sector. Key Challenges Maximum Personalization Customer experiences are increasingly tailored using data and artificial intelligence—enabling companies to offer services that align with individual preferences. Digitalization as a Key Driver Online platforms and mobile apps continue to streamline travel planning and booking processes, enhancing both efficiency and customer satisfaction. Disintermediation of OTAs and Aggregators Travel brands are building stronger digital value propositions—through better experiences, loyalty programs, and added services—to increase customer lifetime value and reduce reliance on OTAs and third-party platforms. Innovation Emerging technologies like virtual reality and AI-powered assistants are reshaping how users interact with travel services and content. Customer Experience at Every Touchpoint Companies must ensure that employees across the service chain understand their role in delivering a consistent and meaningful customer experience. Highly Competitive Market Fierce competition pushes travel brands to differentiate themselves through exceptional service quality and the adoption of new technologies. Success Stories Product Agile design of a new digital experience focused on the conversion of hotel resorts. Definition and construction of a digital solution to help boost sales conversion for two new resorts within the digital ecosystem of a hotel group, looking for a scalable solution to future projects of the group with a strong visual impact that highlights the value offer of the resorts. Get in touch Growth Salesforce Marketing Cloud use case strategy to transform marketing at a cruise line. We collaborated with the company's customer experience area to exploit the Salesforce Marketing Cloud and Service Cloud through the construction of priority use cases highlighting the analysis of the traveler's journey. The project included stakeholder alignment, business intelligence integration and operational efficiency improvement to maximize customer lifetime value (CLTV). Get in touch Growth Strategy Redefining the cruise line traveler experience to maximize customer lifetime value. In an agile project with different phases, a roadmap was developed for Pullmantur's Digital Transformation and Customer Experience area, with phases of immersion, definition and prioritization of initiatives, and the implementation of use cases in Salesforce Marketing Cloud as quick wins for immediate improvement, achieving a single vision of the customer throughout the company. Get in touch Product Conceptualization and design of a new website for the global wedding business of a leading hotelier. We helped a hotel chain define and build a digital solution to capture leads from users interested in weddings. We lead the research and design, creating a visually appealing experience aligned with the interests of all stakeholders, integrating the site into the digital ecosystem of the chain and supporting its wedding business. Get in touch Product Redesign of the My Barceló private area to improve the user experience. We redesigned the main flows/screens of the public and private area of My Barceló, aligning the project with the business objectives and the new conditions of the membership program. Get in touch Growth Process of experimentation and continuous improvement of the digital experience of a global hotel company. Evolving the CRO approach with business analytics and usability data, we coordinate the project from the approach to the execution of experiments, aligning with the client's internal teams, seeking a positive impact on platform metrics, ensuring integration with business objectives and continuous adaptation to site changes. Get in touch See more Want to explore more of our work? Let us show you real-world examples of how we’ve helped clients across each of these industries. View success stories We love sharing knowledge. Explore our guides. We foster a culture of shared knowledge by publishing the insights we gain along the way. View guides