The latest move is part of the hotel company’s commitment to a more adaptable and responsive technology infrastructure. Credit: Thapana_Studio / Shutterstock.

Barceló Group hotel arm Barceló Hotel Group, which operates more than 190 four- and five-star hotels in 26 countries, has adopted Tealium’s real-time customer data platform (CDP) to improve customer experiences (CX) by utilising first-party data more effectively.

Built on Amazon Web Services (AWS), the use of real-time data infrastructure enables brands to fuel their AI models and utilise data to deliver improved, immediate customer experiences.

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As a result, Tealium’s integration with Amazon Demand-Side Platform (DSP) and Amazon Marketing Cloud (AMC) from Amazon Ads has enabled the hotel chain to refine data quality, management, and activation across its international network.

The collaboration with Tealium and Amazon Ads has also allowed Barceló Hotel Group to personalise the customer journey by gaining deeper insights into customer behaviours.

This move is part of the company’s commitment to a more adaptable and responsive technology infrastructure.

With Tealium’s more than 1,300 turnkey integrations, including those with Amazon Ads, Barceló can now offer a more cohesive omnichannel experience. 

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Jakala, the data company working with Barceló Hotel Group, has played a crucial role in managing and activating media campaigns within the Amazon DSP and AMC.  

This partnership has led to significant improvements in ad relevance, conversion rates, and measurement, showcasing the power of effective data activation and management.

Barceló Hotel Group global performance marketing manager Manuela Misuraca said: “Connecting Tealium with Amazon Marketing Cloud has allowed us to better understand our customers’ journeys across the entire marketing funnel with relevant audiences optimised to focus on our mid-funnel strategies.”

Amazon’s blog post details how Barceló Hotel Group has leveraged first-party data to bridge Amazon Ads content with off-Amazon customer interactions, providing a comprehensive view of customer attributes.

The hotel group also anticipated the challenges of third-party cookie deprecation, swiftly integrating Tealium’s CDP with Amazon Ads to maintain audience engagement.

Jakala activation associate manager Rafael Cervera highlights the tangible benefits of these integrations, outlining a 23% incremental revenue growth and a “21% improvement in efficiency for the consideration phase” of their advertising campaign.

The blog highlighted that the direct linkage of audiences from Tealium to AMC has enriched Barceló’s understanding of their users, leading to a more effective customer journey and advertising strategy.

Barceló Hotel Group Data and Analytics manager Joan Salom said: “By valuing our first-party data strategies, we have been able to use Amazon Ads clean room tech and DSP as a very reliable solution to reduce the dependency on third-party cookies.”