Tourism and Recreation
The tourism and leisure industries are undergoing constant transformation in the way people discover, book, and enjoy trips and experiences. Personalization, technology, and sustainability have become key drivers for meeting new expectations and standing out in an increasingly competitive market.
Key Challenges
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Personalizing the Experience Through Data and Digitalization
The use of data and artificial intelligence makes it possible to offer services tailored to each customer’s preferences, while digital platforms and mobile apps make it easier to discover, book, purchase, and access these services. Combining these two capabilities is key to improving efficiency and satisfaction throughout the entire process.
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Building Intrinsic Value in the Face of Disintermediation and Competition
The growing pressure from OTAs, aggregators, and intermediary platforms, combined with fierce competition, is forcing brands to develop their own value proposition: a superior digital experience, loyalty programs, and value-added services that strengthen their direct relationship with customers and ensure long-term profitability.
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Innovate in the customer experience and empower the teams that make it happen
Technologies such as virtual reality and virtual assistants are transforming the way we interact with travel, services, and leisure experiences, but their impact also depends on well-trained teams that understand their role at every stage of the customer experience.
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How We Help
We combine CX & Strategy, Design Experience, CRM & Loyalty, and Data & Intelligence to help tourism and leisure brands personalize every stage of the journey, strengthen their direct relationship with travelers, and build value propositions that reduce dependence on intermediaries.
Success Stories
BARCELO
Team for the Continuous Optimization of a Hotel Platform’s Booking Engine
MRM Tribal has worked as part of Barceló’s Digital Experience team to analyze user behavior, conduct user research, design solutions, and develop A/B testing strategies to improve the performance of the booking and reservation engine on its digital platform worldwide.
CRM & Loyalty
CX & Strategy
Experience Design
BARCELÓ
A New Relationship Model for High-Value Guests
We are evolving Barceló’s relationship with its most valuable guests through a relational model that combines customer insights, segmentation, personalization, and benefits. We design journeys and communications that are relevant at every stage, coordinating channels and hotel operations to drive repeat business, engagement, and long-term incremental value.
CRM & Loyalty
Data & Intelligence
PARQUES REUNIDOS
Centralized, multi-brand CRM model for growth at scale
We designed a centralized, multi-brand CRM model for Parques Reunidos that established a common foundation for 68 parks across three regions with varying levels of maturity. We evolved campaign management into a 360-degree engagement model, with a comprehensive communication and orchestration strategy based on the customer journey. We rounded out the project with optimized templates and unified dashboards to improve personalization, efficiency, and insights.
CRM & Loyalty
CX & Strategy
Data & Intelligence
Experience Design
Technology & Transformation
PORT AVENTURA
Lead Generation and a Single View of the Customer with CloudPages
We standardized PortAventura’s communications and optimized its CRM operations in Salesforce Marketing Cloud. We modularized campaigns, automated processes, and structured workflows and CloudPages to capture and qualify data. In addition, we designed a unified customer view on AWS, integrated with Service Cloud and SFMC, to leverage the information in a consistent manner.
CRM & Loyalty
Data & Intelligence
Experience Design
Technology & Transformation
IBERIA
In-house publishing platform for strategic sponsorship positioning
To make Iberia a leader in supporting Spanish talent, we created Talentobordo.com, an independent editorial platform built on Drupal according to rigorous standards for UX, accessibility, and SEO architecture, available in Spanish and English. Through expert content on fashion, design, film, gastronomy, and sports, we successfully positioned the company in highly competitive markets. Best!NTravel Branded Content Silver 2023.
Data & Intelligence
Experience Design
Technology & Transformation
AMC THEATERS
Personalized Experiences in Marketing Cloud
AMC, the world's largest movie theater chain with more than 1,000 complexes—660 of which are in the U.S. alone—sought to offer a distinctive movie-going experience by always putting the customer first. We partnered with AMC North America to ensure that every experience is unique, supporting their relationship marketing strategy and defining personalized multichannel campaigns, journeys, and triggers at every stage of the customer journey. We manage over 1,300 personalized campaigns and triggers on their Salesforce Marketing Cloud platform, and we also handle their maintenance and monitoring.
CRM & Loyalty
Technology & Transformation
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