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. As she explains, managing pricing across so many different brands and systems has been a major challenge. Each property and offering is unique and requires its own strategic focus to properly package, communicate, and distribute the benefits and value.

“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

The search for the right revenue management solution came as part of an extensive, company-wide push for digital transformation by Iliana and her team. “Over the last three years, the team at Parques has been harmonizing, standardizing, and digitizing most of the processes and systems that we have in place in order to have a more robust approach to managing the business. We needed to make sure the team is well-equipped with systems and data to optimize performance of both the lodges and parks.”

When Parques Reunidos began evaluating potential revenue management solutions, they looked for a platform that could not only easily integrate with four different PMSs in use across their portfolio, but also offered powerful AI-powered forecasting and dynamic pricing capabilities. The solution had to be adaptable to the large number of varied lodging offerings, from campers to ultra-high-end luxury lodges with private saunas, while also allowing the team to easily optimize pricing across properties with varying seasonal peaks, customer profiles, and operational challenges.

“One of the biggest deciding factors for us was FLYR’s ability to handle complex, multi-property portfolios with very different pricing needs,” Cruz explained. “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.”

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, which allows the platform to learn from data patterns and make smarter, faster decisions, as well as the team behind the science. “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. With such a quick and practical process, Iván and the Parques Reunidos team was able to implement the system with minimal disruption, set clear priorities, and begin realizing value right away. “Having the support, the business intelligence, the connections, the quick solutions… that has made all the difference.”

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. The platform’s intuitive design made it easy for Parques Reunidos’ team to define categories and review data at a detailed level, giving them immediate access to all their properties in one platform.

“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 is better able to proactively monitor trends and demand, leveraging heat maps and detailed insights to better anticipate customer behavior at a granular level. This agility has allowed them to reduce gaps to budget by 40% in the first three months, meeting financial targets more effectively and ahead of expectations. Additionally, FLYR’s platform has helped them optimize and automate pricing, especially during low-demand periods, ensuring they remain competitive while freeing their team to focus on more strategic objectives.

Looking ahead, the team envisions even greater value as they continue to expand the use of FLYR across their organization. The integration of AI and technology into their daily operations has already transformed how they approach revenue management, but the real value, as Iliana notes, lies in the way it complements the skills of their people as they “augment the impact of the tool throughout the company as part of a sustainable transformation”. The team is not only using the platform within commercial teams but also extending its impact across finance, operations, and other departments. This holistic approach, combining legacy systems with advanced technology, is positioning Parques Reunidos for even greater success in the future as they prepare for 2025 and beyond. The future vision is to foster a hybrid ecosystem where technology and human expertise work in tandem to continually drive value.

“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. We are building an ecosystem with FLYR’s predictive and descriptive models, enhancing decision-making, accelerating agility, and evolving the way we work.”

– Iliana Cruz, Corporate Director of Performance, Revenue Management & Distribution