How BLUESEA Hotels turned its call center into the most reliable and profitable sales channel

OPERATIONS

BLUESEA Hotels launched its call center channel in 2018 with strong potential, but rapid growth soon led to an unsustainable volume of issues: untokenized credit cards, high-value no-shows during peak season, and the inability to operate with non-refundable rates. What had started as an opportunity quickly became a drag on the chain’s profitability.

Why it matters: The call center is one of the highest-potential direct sales channels in the hotel industry, but also one of the most operationally complex to manage. This case shows that, with the right technology and processes in place, it can be transformed into the most reliable and profitable channel for the chain.

In this case, the call center solution allows agents to search availability across multiple hotels in real time, compare rates on a single screen, and confirm bookings instantly while applying predefined business rules. It automates critical processes such as card tokenization, payment collection according to each rate’s policy, and reservation validation, significantly reducing manual errors, failed charges, and no-shows. As a result, teams can operate faster, with more control and fewer incidents, while unlocking the ability to sell non-refundable rates reliably.

Top 3 Core Objectives: BLUESEA Hotels needed to regain operational control and restore profitability in its call center channel by eliminating incidents, reducing no-shows, and unlocking the sale of non-refundable rates.

Payment Automation & Risk: Automate card validation, tokenization, and payment collection according to policy, in order to eliminate no-shows and incidents caused by failed payments.
Automation & Risk Elimination: Restore the ability to sell non-refundable rates through the call center, increasing revenue and improving cash flow.
Flexibility & Sales Autonomy: Remove the operational constraints of the previous system (real-time availability, minimum stay requirements) to give the call center team greater flexibility and sales autonomy.

Innovators Mentioned

BLUESEA Hotels

Neobookings

Fabian Rachim

Head of Online Marketing

BLUESEA Hotels

"“We’ve made the call center our most reliable sales channel—we’ve regained trust.”"

Fabian Rachim

Head of Online Marketing

👍 Head of Online Marketing Fabian Rachim said that The call center evolved from a source of friction into the most trusted and reliable sales channel.:

"“We’ve made the call center our most reliable sales channel—we’ve regained trust.”"

⚖️ The selection process: During their research process, Fabian Rachim also researched Mirai, Paraty Tech, and ultimately decided Neobookings was the best fit for them.

Head of Online Marketing Fabian Rachim said, about their decision: "The truth is, we had been in contact for some time and were already considering the possibility of running a pilot. However, what ultimately led us to move forward was seeing your ability to adapt and your willingness to help us solve a problem that was truly critical for us. During a meeting at FITUR, we shared our situation with you, and you were the only booking engine willing to integrate with us exclusively for managing our call center reservations. That was the moment you demonstrated both agility and a genuine commitment to building a tailored solution—something other booking engines simply did not offer. We were looking for a solution that would allow us to optimize our operational processes, and your automation tools clearly made the difference. Thanks to them, we were able to implement automated payments and card tokenization, which significantly improved our financial operations while also increasing security. On top of that, the platform’s intuitive interface made adoption and onboarding much easier for the team. I would also highlight your support throughout the entire process. What started as a technical solution evolved into a true partnership, especially during the integration of new hotels into the BLUESEA portfolio following the acquisition of Meeting Point. During this phase, your support was constant, particularly in addressing the technical challenges that arose, such as the rollout of Google Hotel Ads. The connection and campaign management under a success-based (CPA) model allowed us to scale sales in a secure and profitable way."

📈 The results: Following the implementation with Neobookings, BLUESEA Hotels radically transformed its call center channel: higher sales, zero incidents, and a team that has regained operational peace of mind.

+17% increase in direct sales generated by the call center compared to previous years.
Incidents reduced to zero, freeing the team from reactive tasks and allowing them to focus on sales.
Increased revenue and cash flow driven by the reintroduction of non-refundable rates charged at the time of booking, along with a significant reduction in no-shows.

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