How Hotels on the Camino de Santiago are Turning Pilgrim Footfall into Direct Bookings with Seeketing
The Camino de Santiago is not just a spiritual journey; it is a massive and dynamic tourism ecosystem. For hoteliers along the route, the challenge is no longer just "filling rooms," but understanding pilgrim flows, communicating with them at the right moment, and building loyalty without relying exclusively on OTAs.
At Seeketing, as an active participant in the Camino de Santiago digitalization projects, we have applied our Phygital technology to transform hotel management along the route. Here is how this use case works.
1. The Challenge: The Invisibility of the "Passing" Pilgrim
A hotel at a key stage (such as Sarria or Arzúa) sees thousands of pilgrims pass by its door, but only interacts with those who enter.
The Problem: The hotelier doesn't know how many people actually pass by, where they come from (did they come from O Cebreiro or did they start in Sarria?), nor how long they stay in the area before checking in.
The Data Reality: In our analyses at key points like the Pilgrim's Office or Monte do Gozo, we detect massive volumes (e.g., 41,152 Unique Visitors in a period) with very specific average stay times (e.g., 92 minutes).
2. The Seeketing Solution: Analytics + Interaction Without Apps
Our solution is deployed in three phases to capture the pilgrim using Phygital technology (Physical + Digital):
A. Flow Analytics (Knowing who passes by)
We install our Seeketing Nodes (plug & play devices) on the hotel's façade or reception. These nodes anonymously detect the mobile phones of 85-90% of the people passing in front.
What the hotel achieves: It not only counts people but understands the journey. Thanks to our network on the Camino, we can know if that device was previously detected in O Cebreiro (22,070 unique visitors detected) or Sarria (33,685 unique visitors detected). This allows for predicting occupancy peaks based on the flow from the previous stage.
B. Proximity Interaction (The Digital "Hook")
This is where Seeketing differs from traditional WiFi tracking. We don't wait for the customer to enter; we communicate with them when they are nearby. We use our Phygital Interaction technology to send direct messages (WhatsApp, SMS, or Push) to pilgrims detected in the vicinity.
Real Use Case: A pilgrim arrives exhausted in the hotel area. Upon being detected, they receive a WhatsApp message: "Welcome to [Town Name]! You are 100 meters from Hotel X. Show this message for a 10% discount at our Foot Spa or a free isotonic drink when booking your room today."
The Key: This is done without the need for the pilgrim to download any App, eliminating the usual entry barrier.
C. Gamification (The Memorable Experience)
To increase user registration (Opt-in) and legally obtain their data, we implement game dynamics.
Example: "Find the Golden Shell". We place QR codes in the hotel and nearby zones. The pilgrim scans and participates in a raffle or "Quiz" about the Camino.
Result: The hotel obtains the pilgrim's phone number and email, and the pilgrim gets an immediate reward (e.g., free breakfast).
3. Results: From Anonymous Pilgrim to Recurring Customer
Thanks to the implementation of Seeketing in high-traffic zones of the Camino, we achieve:
Total Traceability: We know that the pilgrim who is at the hotel today was in Palas de Rei yesterday and in Portomarín the day before.
Direct Communication: We send useful notifications, such as the status of the Queue to Enter the Cathedral or tips for the next stage, providing real value to the walker.
Conversion: We convert foot traffic into direct bookings through mobile impacts at the moment of the purchase decision (when they arrive tired at the town).
Conclusion for the Hotelier
On the Camino de Santiago, every pilgrim is an opportunity that passes quickly. Seeketing's technology allows hotels to stop being passive spectators and become active agents that detect, attract, and retain the walker through a unique Phygital experience.
Do you want to see pilgrim flows in real-time in front of your hotel? Contact us for a demo of our Seeketing Nodes and discover the hidden potential of your location.
