Case Study: Barceló Hotels & Resorts achieves 37% revenue growth and reduced marketing costs with Tealium’s Universal Data Hub

A Successful Data Transformation Journey Results In Increased Revenue and Decreased Marketing Costs

Barceló Hotel Group, a family-owned chain founded in Mallorca in 1931 with more than 250 hotels in 22 countries, wanted to become truly data-driven and customer-centric but was held back by a highly siloed tech stack, limited data governance and quality, and third-party platforms that restricted access and slowed decision-making.

By implementing Tealium’s Universal Data Hub (Tealium iQ and AudienceStream) and strengthening data governance and processes, Barceló gained ownership of their data, shifted to pattern-based segmentation and real-time workflows, and ran more targeted campaigns—delivering a 37% revenue increase over two years, nearly 6% lower marketing costs, three times the revenue from the new segmentation approach, and large efficiency gains in retargeting (e.g., 240% more conversions and 67% lower CPA).

Barceló Hotels & Resorts

Johanna Álvarez

Adtech and Attribution Modeling Specialist of Data and Digital Media