Grupo Pinares: from 7,000 queued conversations to a 24/7 sales operation with WeSpeak

The hotel

Grupo Pinares is an Argentine company dedicated to residential and hotel projects, as well as hotel management. It operates the Pinares hotel in Cordoba and the Lux hotel in Buenos Aires.

Its director, Manuel Belfer, has 15 years of experience in the industry and is president of a 4-star hotel association.

To handle the demand generated by its marketing campaigns, the group needed a WhatsApp channel capable of responding at scale without losing sales opportunities.

The challenge

For 6 years the team worked on a CRM for WhatsApp. Marketing campaigns drove leads to WhatsApp, generating a volume that was impossible to manage by hand.

On Mondays they could find up to 7,000 conversations waiting to be answered. Replying manually and reopening the 24-hour windows became unmanageable, and conversations dragged on for days.

The group first tried a competitor offering smart WhatsApp for hotels, but the implementation failed after months of work.

The WeSpeak solution

While the competitor's implementation was failing, WeSpeak was already running at the Lux hotel and kept improving, so the group decided to move Pinares to WeSpeak as well.

Today they operate with two AI assistants: Juan at Pinares and Emma at Lux, handling conversations automatically around the clock.

Beyond the assistant, the team uses WeSpeak as its day-to-day sales CRM. In addition, a Big Data hot map is sent twice a week to the marketing team to guide ad-spend decisions.

Manuel emphasizes that WeSpeak is built 100% for hotels: it understands the channel manager, the PMS and the booking engine.

Results

Grupo Pinares is today one of WeSpeak's top 4 clients by conversation volume.

Service became 24/7, eliminating the buildup of thousands of unanswered conversations.

Using WeSpeak as a CRM and the hot map insights enables marketing decisions based on real data.

Sales that used to be lost due to a lack of response are now closed.