The importance of business intelligence in the decision-making process in hospitality: A success story of the World Parity Monitor in the design of a sustainable distribution policy

María Luisa Fanjul Fernández; Francisco José Pradana Pérez; Pau Ferret Alcaraz

doi:10.31637/epsir-2026-2557

Authors

María Luisa Fanjul Fernández Universidad Europea de Madrid https://orcid.org/0000-0003-0782-0549
Francisco José Pradana Pérez Universidad Europea de Madrid https://orcid.org/0000-0003-2323-1509
Pau Ferret Alcaraz 123compare.me

DOI:

https://doi.org/10.31637/epsir-2026-2557

Keywords:

Business intelligence, hotel industry, hotel distribution, OTAs, metasearch, pricing strategy, marketing

Abstract

Introduction: This article analyses the impact of business intelligence (BI) on strategic decision-making in hospitality through a case study of the World Parity Monitor (WPM), the first global observatory of parity pricing. The study explores how BI implementation enhances operational efficiency, supports a sustainable distribution policy, and consolidates data-informed decision-making in hotels. Methodology: A qualitative case design combined semi-structured interviews, documentary analysis, and direct observation. Thematic coding identified four categories in WPM use (operational automation, strategic efficiency, business value, and visualisation) complemented by a co-occurrence matrix to analyse interrelations. Results: Findings indicate that WPM reduces hotels’ operational burden and enables sustainable distribution by promoting data transparency and price-parity control across channels. Co-occurrence analysis revealed a strong nexus between strategic efficiency and visualisation, underscoring visualisation’s role in sense-making and prioritisation. Conclusions: The study concludes that BI systems not only facilitate data-driven decisions but also operate as levers that strengthen hotels’ competitiveness in the digital environment.

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Author Biographies

María Luisa Fanjul Fernández, Universidad Europea de Madrid

Bachelor's Degree in Political Science and Public Administration (UCM), MBA (Antonio de Nebrija University), University Expert in Tourism and Marketing (UNED), DEA in Tourism Policy (Antonio de Nebrija University and OMT) and PhD in Strategy and Marketing from the University of Castilla-La Mancha. An academic by vocation, with more than 22 years of experience in the university world and more than 12 in the field of communication. María Luisa is currently communications manager at Septeo for Spain and Portugal and a lecturer on the Marketing Degree and Master's Degree in Digital Entrepreneurship at the Universidad Europea de Madrid.

Francisco José Pradana Pérez, Universidad Europea de Madrid

Graduate in Advertising Communication, Master's Degree in Communication Management (URJC) and PhD(c) in Communication (UVigo). Lecturer in the Department of Communication and Director of Postgraduate Studies at the Universidad Europea de Madrid, where he directs the Master's Degree in E-Commerce Management and the Master's Degree in Product Management and Digital Strategy. His research interests focus on organisational communication and marketing and applied technology. He is part of the Communication, Society and Organisations (IMPACTA) research group at the Faculty of Economics, Business and Communication Sciences at the UEM.

Pau Ferret Alcaraz, 123compare.me

Pau Ferret Alcaraz is an analytical and versatile executive with extensive experience leading the full spectrum of sales, marketing, revenue growth, business development, and key account management for emerging digital technology companies. Pau has a professional career spanning more than 20 years in technology start-ups and scale-ups, from telecommunications to software. Ferret brings to companies a global approach based on solving real problems that no one has dared to tackle before, and a go-to-market strategy based on exclusive channels and very close customer relationships.

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