We set up a social listening system of thousands of mentions in real time (Insight Discovery Model). This helped us detect weaknesses and identify business opportunities based on the analysis of relevant clusters for the brand and audience. We monitored what customers were saying about the brand and about specific details such as their breakfasts, rooms or pillows. All this to serve the different commercial brands NH Hoteles, NH Collection, NHOW, NH Meeting & Events and Hesperia Resorts.