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.
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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.
