Case Study: Barceló Hotels & Resorts achieves streamlined global customer care and increased bookings with Oracle Service Cloud

Barceló Hotels & Resorts Streamlines and Optimizes Customer Care Worldwide, Boosting Sales, Customer Satisfaction, and Loyalty

Barceló Hotels & Resorts, the hotel arm of Grupo Barceló with 120+ hotels in 20 countries, needed to boost customer-care efficiency and online bookings while delivering immediate, personalized service across online, mobile, and social channels. The company sought a CRM-based solution to centralize communications, introduce self-service, chat, and call-backs, and use intelligent contact forms to reduce email load and auto-route inquiries by language and country.

Barceló implemented Oracle Service Cloud to integrate its website, booking tools, social profiles, and call center, launching a seven-language help center with FAQs, self-service, live chat, call-backs, and smart forms; inquiries are routed by agent specialization, country, and language and customer profiles are consolidated. The deployment improved response times and agent efficiency, increased engagement, conversions and repeat bookings, provided faster customer insights for marketing, and delivered scalable cloud benefits—rolled out from a 10-day pilot to full global implementation in nine weeks.

Barceló Hotels & Resorts

Ángeles Guillén

Head of Contact Center & Online Customer Experience