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Oracle Customer Success — Barceló Hotels & Resorts

Barceló Hotels & Resorts

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


Oracle Service Cloud gives us a competitive edge by providing relevant, personalized, fast, multichannel customer care. With increased visibility into our clients’ needs, we can identify improvements, create new content, and immediately respond to inquiries while optimizing our customer care.

— Ángeles Guillén, Head of Contact Center & Online Customer Experience, Barceló Hotels & Resorts

Barceló Hotels & Resorts is the hotel division of Grupo Barceló, a Spanish family-owned hospitality group. Barceló Hotels & Resorts operates more than 120 hotels in 20 countries, making it the 3rd largest hotel chain in Spain and 42nd worldwide. Its strategy centers on providing an excellent client experience. Its values include enthusiasm, responsibility, honesty, service, leadership, teamwork, flexibility, and efficiency.

  • Boost customer care efficiency and online hotel room bookings by implementing a CRM platform that centralizes communications with clients—ensuring a unified voice, faster responses, and client engagement and loyalty
  • Meet hotel clients’ demand for immediate care across multiple channels, including online, mobile, and social, by implementing new features such as self-service, chat, and call-backs
  • Boost customer care efficiency by implementing contact forms and an intelligent assistant feature, reducing email load and automatically categorizing inquiries by language or country to ensure agility and consistency in email responses
  • Implemented Oracle Service Cloud to centralize all customer care inquiries, integrating with the hotel chain’s website, online booking tools, social media profiles, and call center, to optimize, standardize, accelerate, track, and boost the profitability of the hotel chain’s worldwide customer care, increase reservations, and retain clients
  • Streamlined all inbound communications with existing and potential customers— improving efficiency and response times by assigning inquiries based on agent specialization, country, and language—generating engagement and boosting hotel bookings
  • Created a help section online in seven languages, including a self-serve section that enables customers to submit questions and be directed to related FAQs, submit inquiries using contact forms, view a history of their communications with the hotel chain, chat live with a call center agent, or request a call back from an agent— providing immediate resolution to clients while optimizing agents’ time and enabling them to focus on more complex inquiries
  • Built consolidated customer profiles to better serve customers—boosting engagement, conversion rate, and repeat purchase rates while enabling Barceló Hotels & Resorts to gain visibility on trends in client issues and feedback to adjust customer care processes and bolster its online self-serve and FAQ sections to continue improving its customer care
  • Boosted online bookings by providing potential clients with an easily accessible and user-friendly help section, live chat, and call back features, reducing the number of leads lost due to lack of information or assistance and abandoned purchase processes
  • Gained instant knowledge of customer insights, enabling the company to make better, faster decisions based on the success rate of online messaging or trends in complaints to personalize and target marketing content
  • Implemented Oracle Service Cloud’s self-service feature on social media, enabling the company to create Facebook profiles in seven languages with the peace of mind that they would enable existing and potential clients to receive instant and relevant responses
  • Benefitted from Oracle Service Cloud’s cloud structure—including security, disaster recovery features, service level, updates, and tech support—while ensuring minimal time to market, maximum scalability, and a price that matches the company’s use and budget


Other vendors offer elements of what we need to better engage with our customers, but Oracle Service Cloud meets all of our needs for a highly customizable, multi-channel cloud platform that integrates with our customer care tools and consolidates customer information to improve our efficiency.

— Ángeles Guillén, Head of Contact Center & Online Customer Experience, Barceló Hotels & Resorts


“With Oracle’s support, Barceló Hotels & Resorts deployed a 2 month pilot in only 10 days to ensure that Oracle Service Cloud met the company’s needs. It did, and in 9 weeks the company fully implemented and integrated Oracle Service Cloud across the company’s worldwide customer care operations.” – Ángeles Guillén, Head of Contact Center & Online Customer Experience, Barceló Hotels & Resorts

About Barceló Hotels & Resorts


Palma de Mallorca, Spain



Annual Revenue

US$1 to US$5 Billion

Oracle Solutions Used

Published:  Sep 08, 2016