The importance of business intelligence in the decision-making process in hospitality: A success story of the World Parity Monitor in the design of a sustainable distribution policy

Introduction: This article analyses the impact of business intelligence (BI) on strategic decision-making in hospitality through a case study of the World Parity Monitor (WPM), the first global observatory of parity pricing. The study explores how BI implementation enhances operational efficiency, supports a sustainable distribution policy, and consolidates data-informed decision-making in hotels. Methodology: A qualitative case design combined semi-structured interviews, documentary analysis, and direct observation. Thematic coding identified four categories in WPM use (operational automation, strategic efficiency, business value, and visualisation) complemented by a co-occurrence matrix to analyse interrelations. Results: Findings indicate that WPM reduces hotels’ operational burden and enables sustainable distribution by promoting data transparency and price-parity control across channels. Co-occurrence analysis revealed a strong nexus between strategic efficiency and visualisation, underscoring visualisation’s role in sense-making and prioritisation. Conclusions: The study concludes that BI systems not only facilitate data-driven decisions but also operate as levers that strengthen hotels’ competitiveness in the digital environment.