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The client
At Gloria Thalasso & Hotels they understand that true luxury is not measured in stars but in making every guest feel unique. With more than three decades of history, their purpose has always been the same: to create memorable experiences where wellness, comfort, and sustainability intertwine naturally.
With a presence in Gran Canaria and Lanzarote, their offering goes beyond the conventional: 7,000 m² dedicated to health and relaxation in the largest Thalasso in Europe, gastronomy that fuses local tradition with creativity, and warm, authentic service that has consolidated this chain as a benchmark in hospitality and wellness tourism.
The challenge
In 2014, Gloria Thalasso & Hotels faced a common challenge in the industry, but one with a particular impact:
- Strong dependence on tour operators and OTAs.
- High intermediation costs.
- A limited digital experience that did not convey the brand’s unique value.
- Technological shortcomings and lack of know-how to make the leap to direct sales.
The need was clear: regain control of their distribution, build guest loyalty, and project to the world—also in the digital environment—the essence they already offered inside their hotels.
The solution
That same year, a strategic partnership with Mirai began. What started with a website redesign and a booking engine has become a solid and constantly evolving collaboration.
- 2014: new website + booking engine, with a layer of strategic consulting.
- 2017: full management of digital marketing and metasearch campaigns.
- 2023: implementation of the Omnichannel Contact Center.
- 2025: rollout of Gloria TH Partners (Mirai Pro B2B direct sales platform) and Mirai Twin 3D, thus completing the adoption of the entire Mirai ecosystem.
Gloria Thalasso & Hotels’ choice of Mirai went deeper than technology: they sought a partner capable of accompanying them every step of the way, providing strategic vision and constant innovation, always with close and transparent communication.
Results
This decision has completely transformed their distribution model and the way they connect with guests:
Website + Booking engine
- From a modest 2.7% in 2014, direct web sales have reached 35% of total revenue.
- In just the first year, bookings grew 150% compared to the previous year.
Digital Marketing + Metasearch
- Almost total brand coverage with 99% Impression Share.
- Commission borne reduced to 2.8%.
- Revenue strategy and inventory control guaranteeing competitive prices, with a %Lose (rate disparity index) below 6.5%.
Omnichannel Contact Center
- Plays a key role in 10% of direct revenue, sharing part of it with reservations and front desk departments.
- 95% of calls answered, with a 37% conversion rate on qualified calls.
- Key driver of a 12% increase in average booking value.
Mirai Pro (B2B Direct Sales)
- Automation of agency onboarding and B2B booking payments.
- Significant reduction in time spent on management and communication by the team.
- Greater autonomy and control for the chain’s partner companies.
- Increased satisfaction among associated agencies.
- Expanded database of active agencies.
- Reduced intermediation costs, with a direct impact on profitability.
Mirai Twin (3D)
- First national chain to implement a 100% immersive 3D shopping process.
- Increased website visit duration, interaction, and conversion.
- A powerful tool also for upselling and personalized communication with clients.
Today, they have reached direct sales peaks of up to 45% of the total, consolidating a sustainable, profitable, and fully guest-centered model.
As Xerach Cubas, Commercial and Marketing Director of Gloria Thalasso & Hotels, points out: “The truth is that our partnership with Mirai has been key for Gloria Thalasso & Hotels. More than a provider, they are the partner you always wanted: they gave us the technology and support we needed to dare to change our model. What we value most is that, thanks to their team, we have not only improved profitability and gained control over distribution, but their guidance in sales strategy and digital marketing—together with our knowledge and willingness to change—has been key. They’ve instilled a mindset of constant innovation that sets us apart. A huge thank you to all of them for the trust and the great work we’ve accomplished together.”
Conclusion
Beyond the numbers, this case reflects the transformation of a relationship that goes far beyond technology. For Gloria Thalasso & Hotels, Mirai has not just been a provider but a true strategic partner: a companion on the path toward independence, efficiency, and innovation.
In the words of José María Mañaricúa, Owner and Operations Director of the chain: “The collaboration with Mirai has been a strategic decision for our chain’s profitability. With their technology and vision, we’ve achieved exponential growth in direct sales, which directly translates into a tangible improvement in our revenue line. What I value most is the synergy we’ve reached; the Mirai team has become an indispensable ally, a partner who understands our business and has supported us with closeness and professionalism. This success shows that the right technology, together with a trusted partner, becomes the key tool to drive profit.”
Thanks to this partnership, the chain has not only achieved sustained growth in direct sales but also showcased to the market a differentiated value proposition: a brand that pays attention to every detail, truly prioritizes guest wellness, and places sustainability at the core of its business model.
Control over their distribution has allowed them to reduce intermediation costs, gain autonomy, and consolidate a fairer, more sustainable model in which every direct booking is not just a transaction but an opportunity to build an authentic relationship with the guest.
According to Javier Delgado Muerza, CEO EMEA at Mirai: “The partnership with Gloria Thalasso & Hotels is the result of eleven years of joint work, built on trust and a shared vision focused on innovation. From the very beginning, the Gloria group poured all its resources and enthusiasm into it, and that determination—combined with our technology and strategic support—has been the perfect formula to transform their distribution model. For the entire Mirai team, it is a great satisfaction to walk alongside a partner that boldly embraces change and that, thanks to its operational excellence, has boosted profitability and commercial autonomy. We look forward to continuing to grow together for a long time.”
This case proves that when a hotel’s vision combines with innovation and the close support of a partner like Mirai, the result is much more than commercial success: it is the construction of an independent and competitive hotel future, born from true synergy between two teams.
You can read the Gloria Thalasso & Hotels success story here.
