Case Study: Parques Reunidos Optimizes Revenue Management with FLYR

Case Study: Parques Reunidos Optimizes Revenue Management with FLYR's AI-Powered Decision Intelligence Platform

Parques Reunidos, a global leader in the leisure and entertainment industry, owns and operates more than 55 parks and various lodging properties worldwide. Their broad portfolio includes unique properties that range from luxury lodges to themed accommodations, all offering unforgettable experiences in destinations such as tropical islands, animal safaris, and family-oriented adventure parks.

The diversity of Parques Reunidos' properties makes managing revenue a complex challenge. With varying types of customer segments—from corporate event attendees to leisure travelers and family groups—the company needed a dynamic, data-driven solution to optimize pricing, forecast demand, and automate revenue management across their unique portfolio.

The Need for a Smarter Revenue Management Solution

Iliana Cruz, Corporate Director of Performance, Revenue Management & Distribution at Parques Reunidos, is responsible for overseeing the pricing strategies, revenue management, and distribution efforts across the company's portfolio of parks, tickets, and lodging.

"Our portfolio includes everything from large-scale theme parks with year-round high demand, to smaller water parks and cultural attractions that have highly seasonal traffic. Our old ways of manually managing the properties were not agile enough to adapt to the changing demands of each property, especially as customers began booking closer to their visit date. We needed a solution that could handle the complexity of our business and give us the ability to react to demand more quickly."

The Selection of FLYR: Key Factors in Choosing the Solution

When Parques Reunidos began evaluating potential revenue management solutions, they looked for a platform that could easily integrate with four different PMSs in use across their portfolio, and also offered powerful AI-powered forecasting and dynamic pricing capabilities.

"One of the biggest deciding factors for us was FLYR's ability to handle complex, multi-property portfolios with very different pricing needs. We also wanted a solution that could forecast demand to take care of the 'no-brainers' and to adapt to customer context and booking behaviour given our limited historical data." — Iliana Cruz

From an original list of 20, to a final shortlist of five, Parques Reunidos ultimately chose FLYR due to the sophistication of its machine learning-driven approach. "We were looking for a provider that is able to work and grow with us, and, from the beginning, every person with whom we've interacted at FLYR has been a fantastic partner."

Onboarding and Implementation: A Smooth Transition

"For us the most important part was the speed that we did the process because it was super fast. It was super easy." noted Iván Salas Várez, Parques Reunidos's Revenue Management PMO Expert.

Key elements of the onboarding process included:

• Speed of Implementation: From initial discussions to full implementation, FLYR's team worked with Parques Reunidos to ensure that all systems were integrated in a matter of weeks, even during peak season.
• Ease of Integration: Given the diversity of their properties and the complexity of their systems, FLYR's ability to connect with multiple PMSs was crucial.

"We're delighted to be working with FLYR and already starting to see benefits to our business. As a complex business with lodging in a number of different markets and currencies, and on different PMS, it has been much more cost effective to go to FLYR and leverage their connectivity with those different platforms than to try and do so in-house… FLYR have so far proven an agile and flexible partner, and we look forward to seeing the new capabilities we now have for revenue managing our lodging business materializing in the coming months." — Hugh Wood, Chief Commercial Officer

Realizing Benefits and Future Vision

Parques Reunidos is already seeing significant benefits from using FLYR, particularly in terms of visibility, transparency, and pricing strategies. The team has been able to reduce gaps to budget by 40% in the first three months, meeting financial targets more effectively and ahead of expectations.

"What I see is that pricing and revenue management thrive on both technological and human strengths. We are in a time of integrating legacy systems with new technology, data, market context, and people with machines. Thanks to FLYR, we are now moving faster into that direction. Our teams have enhanced their roles and value creation for the company and our customers." — Iliana Cruz, Corporate Director of Performance, Revenue Management & Distribution