Success story · Astún ski resort

Nieves · Astún

−60%

reduction in customer service waiting time.

Case summary

Nieves, Astún's AI virtual assistant, is the first avatar of a Pyrenean ski resort, available 24 hours a day and multilingual.

Astún is one of the leading ski resorts in the Aragonese Pyrenees and, together with Candanchú, forms the most international ski area in Huesca, with more than 400,000 skiers a year. In 2025, the resort launched an ambitious pioneering digital transformation project, funded by the European Union-NextGenerationEU and supported by the Ministry of Industry, to become the first smart resort in the Pyrenees. In collaboration with ZZ Labs, which provides the Business Intelligence platform, the resort has developed Nieves, an Artificial Intelligence avatar designed to accompany skiers at every moment of their experience.

Client

Astún ski resort

Sector

Tourism

Service

Agentes turísticos IA · Agentes IA

400k

Skiers at Astún-Candanchú

50km

Of ski slopes

-60%

Less waiting in customer service

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01 The challenge

Reinventing customer service on the mountain.

The snow tourism sector concentrates in its resorts an intense, seasonal flow of skiers with specific operational needs: real-time information on the snow report, the status of slopes and lifts, available services, weather conditions and timetables. Handling them through traditional customer service channels —phone, desk, social media— creates saturation peaks during the season months and makes it hard to offer an agile, continuous, multilingual response. Astún needed a scalable solution capable of accompanying skiers before, during and after the day, easing pressure on traditional channels and raising the level of service.

02 The solution

An AI virtual assistant for the whole experience.

The solution is Nieves, an Artificial Intelligence avatar designed to accompany skiers at every moment of their experience at the resort. Nieves provides information on opening dates, the snow report, services, ski passes, timetables and weather; guides visitors within the resort; offers real-time data on open lifts and slopes; and suggests après-ski activities. It's natural and conversational to use, available 24 hours a day, in several languages and accessible from Astún's official website. As well as improving the user experience, Nieves gathers data that lets Astún optimise services and anticipate needs every season.

Next step

Conseguimos reducir un 60% los tiempos de consulta digital. What could we achieve working with your company?

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Key learnings

What this case teaches the sector.

El turismo de nieve es estacional, la atención al cliente no puede serlo.

Una estación de esquí concentra picos intensos de demanda en los meses de temporada. Un avatar IA disponible 24 horas y multilingüe absorbe la presión que colapsa los canales tradicionales, reduce en un 60% el tiempo de espera y mantiene el nivel de servicio en cualquier día.

El esquiador vive la estación en tres tiempos.

El viaje del esquiador no empieza en pistas: empieza días antes con la planificación y termina después de la jornada con el après-ski. Diseñar el avatar para acompañar antes, durante y después de la experiencia transforma un servicio puntual en una relación continua con la estación.

Cada conversación es un dato para la próxima temporada.

Un avatar conversacional en el sector del turismo no solo atiende, aprende. Cada pregunta sobre pistas, servicios o meteorología es información sobre lo que el visitante busca, cuándo y con qué prioridad. Esa capa de dato permite a la estación anticipar necesidades y ajustar servicios cada temporada.

La innovación tecnológica es también posicionamiento territorial.

Convertirse en la primera estación inteligente de los Pirineos no es solo un salto operativo, es un mensaje al sector. Cuando una infraestructura turística tradicional apuesta por la IA y el dato, se diferencia claramente del resto y refuerza su posicionamiento en el mercado del turismo activo.

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