WISE PEOPLE, S.L. is a company with registered offices in Las Palmas de Gran Canaria, founded in that city on 23 August 2017, under the name “Tricontinental Hotel Lab, S.L.”, which was modified to the current “Wise People, S.L.” by agreement adopted on 9 February 2023.

In recent years, this entity has been carrying out, among others, activities in the field of tourism, linking this activity to education and university training, for which it signed a collaboration agreement with the University of Las Palmas de Gran Canaria (ULPGC) and the INNOVA GRAN CANARIA business cluster for the creation of the TRAVEL TECH SCHOOL (TTS), a space located on the ULPGC campus that fosters creativity, innovation and technological training in the field of tourism and universities, with the aim of becoming a benchmark for tourism activity in the Canary Islands. The training, research and innovation initiatives developed in the TTS will be aimed at the business and professional sector.

The entity is dedicated to consultancy and technological engineering in the field of computer science, information and communication technologies, information systems and telecommunications. One of its objectives is to provide advice on the development and implementation of projects related to these areas, offering innovative and efficient solutions that meet their needs.

In addition, the entity is responsible for the marketing of the products and services needed to carry out the projects, as well as for their implementation and maintenance. Its objective is to guarantee the quality and success of the projects, through specialised technical support and service.

In short, the aims of this entity include the provision of high quality services in the field of technological consultancy and engineering, with the objective of helping its potential clients to achieve their business objectives through the application of innovative and efficient solutions in computer science, information and communication technologies, information systems and telecommunications.

Over the last decades, tourism has undergone a digitalisation that has improved its impact and reach. Despite this transformation, tourism activities and experiences have lagged behind in this digitisation process. It has been observed that 55% of tour and activity providers lack adequate booking systems. However, it is important to note that online sales of activities are steadily growing, driven mainly by specialised platforms such as Viator and Airbnb. This marks a significant shift in the industry, which has traditionally remained 80% offline distribution, often through travel agencies and local outlets.

Full digitisation of the travel industry is essential to deliver personalised products through the use of Artificial Intelligence. This development is crucial not only to improve the customer experience, but also to increase the sustainability of local businesses. Despite the presence of emerging technologies, their adoption in the tourism sector has been slow. Several reasons contribute to this delay, including the lack of awareness of the technology by the decision-making teams in hotel chains, the lack of investment in new technologies and the absence of solutions that can be easily integrated into the customer experience.

In this context, the Intelligent NeuroApp for Customer Relationship will be a mobile app with an intelligent voice assistant that will enable the comprehensive management of the customer’s experience with the hotel and will propose reservations for complementary activities based on artificial intelligence. This solution will generate a volume of data from the user’s evaluation, with the possibility of assessing their satisfaction by recording their emotions via voice analysis, responses in social media and analysis of consumption and satisfaction in processes such as cross-selling.

To this end, interactive solutions will be developed for guests through this mobile app, which will make it possible to receive as much data as possible from the audience during their interaction with the hotel staff and the services it offers. Likewise, an intelligent voice assistant will be developed that, based on the unique combination of customer information described above, will propose complementary bookings (cross-selling of destination or additional hotel products) through tracking on the main booking and information platforms.

The overall objective of this project is to design an Intelligent NeuroApp for Customer Relationship. This will be a mobile app with an intelligent voice assistant that will enable the comprehensive management of the customer’s experience with the hotel and will propose reservations for complementary activities based on artificial intelligence. The general objectives of the project are:

– GC1. To use new natural interfaces as a recommender-tourist interaction. Interaction of the tourist with the platform as natural as possible, integrating different natural interfaces such as voice recognition and recommender on smart speakers and mobile.
– GC2. Obtain greater profitability in the medium/long term through customer intelligence and optimised customer management.

To achieve these powerful general objectives, the associated specific objectives are defined below:
– Measure and analyse shopper behaviour and personality traits, as well as the contextual variables that modulate their physical and online shopping experience.
– To find the relationships between the behavioural responses of tourists before, during and after the experience and their personality profile and emotional level.
– To analyse the influence of user-generated information (UGC) on tourist decision-making. To this end, the stimulus-organism-response (S-O-R) model developed by Mehrabian and Russell is adopted.
– Development of sales recommendations in virtual environments through the integration of tourist, internal and social network data sources to generate a digital recommendation that improves revenue, engagement and loyalty with the company and, by extension, with the destination.

Thus, the aim of this project is to develop a new revolutionary integrated system for measuring tourist behaviour and recommending tourist activities. This system consists of a series of aspects that will differentiate it from other existing systems. On the one hand, it has a solution for measuring tourist behaviour in the hotel space, based on implicit responses. On the other hand, it offers the possibility of dynamically extrapolating tourist states associated with their emotional valence, level of stress and engagement. It also has a map of tourist behaviour by synchronising information from different sources (CRM, social networks and voice). Finally, it applies machine learning and the use of intelligent agents to offer personalised recommendations for tourist activities.