Tourism 4.0 – Project of Genuine Spain

Genuine Spain has made significant strides in its innovation and digitalization efforts aimed at automating processes, reducing errors, and reaching individual customers more effectively through its B2C channels. Additionally, they are keen on bolstering their cybersecurity measures and utilizing data analytics tools to better understand their customers and tailor their marketing strategies and products accordingly.

Since 2023, Genuine Spain has begun implementing a management program that includes CRM and plans to advance in blockchain and cybersecurity issues. They aspire for their website, which was previously an online sales channel, to regain its original functionality and sell more to end customers without intermediaries to achieve more favorable margins.

Digitalization is a priority for Genuine Spain, although they acknowledge the need for greater knowledge, guidance, and financial resources to progress. Their plan includes training the team and enhancing website security, in addition to investing in tools to digitalize processes. Moreover, they have a team proficient in market and business data analysis.

With the planned investment, they hope to improve customer service, better develop their marketing strategy, streamline procedures for sending travel proposals, and expedite bookings. Furthermore, they aim to better understand their customers and adjust their product and marketing strategies more effectively, rapidly, and securely.