How Bormio Terme uses Wildix's x‑bees Revenue Intelligence and Wilma AI to streamline reception, train staff and guide guests toward online booking
Bormio Terme is a historic thermal centre in Bormio (Sondrio, Italy), rare in combining a major accredited healthcare and treatment division with a wellness, leisure and spa area for families and tourists.
One call in three unanswered: an invisible leak at the heart of Bormio
Bormio Terme SpA runs the thermal park in the centre of Bormio, in Valtellina: family pools fed by naturally hot spring water, an adults-only wellness area, a beauty and massage centre, swimming courses and medical thermal cures covered by the national health service, a tradition running since 1920. Nearly everything begins with a phone call, and these are no ordinary calls. Bormio is home to more than one thermal operator, so guests first want to be sure they have reached the right one. On the healthcare side, guests are between 40 and 80 years old and expect answers on the phone, not on the web.
The Problem: too many missed calls and lost opportunities
Before Wildix and partner Unit Bit stepped in, Bormio Terme faced a hidden weakness in how it handled incoming calls. In August 2026, 5,289 calls came in: one in three went unanswered, with callers giving up after 30 to 45 seconds on hold. That meant 55 lost conversations a day, each one potentially a booking, a massage, a gift voucher or a medical appointment.
The old auto-attendant merely filtered calls without providing real answers, leaving management blind to the true scale of the problem. As Chairwoman of the Board Naide Falcione recalls, the real number took the company completely by surprise.
The number came as a huge surprise. We simply had no idea we were losing so many calls, and that is the single biggest reason we value the system we have installed.
Naide Falcione
Management, Bormio Terme
The Solution: Revenue Intelligence, targeted training and the Wilma AI voice agent integrated with online booking
In December 2025, Naide Falcione asked Unit Bit, the local Wildix partner that has managed the company’s communications since 2024, to replace the old auto-attendant with an AI‑based voice assistant. Instead of jumping straight to automation, Unit Bit switched on x‑bees Revenue Intelligence and analyzed two weeks of real conversations.
The analysis revealed three distinct patterns. In roughly 70% of calls, guests who asked about massages and spa services were never offered anything more. Bookings were routinely lost to full calendars, including a 140‑euro couples’ massage that slipped away with a simple “call back later.” And several customers who ran into trouble purchasing on the old e‑commerce site ended up flooding the phone line.
“I thought: help. So many missed calls,” Falcione recalls of the moment she first saw her own data. “And some of the calls really unsettled me. The way they were handled could be quite abrupt, when we are the kind of place that pampers its guests.”
The data made the case: Falcione signed in March 2026. The plan covers three fronts: staff training, smarter call flows, and Wilma AI (in Italian and English) tied into online booking. Already configured and tested, Wilma AI will go live alongside the new website, replacing the old auto-attendant and absorbing the roughly 1,700 calls a month that currently go unanswered when operators are busy. Meanwhile, x‑bees chat has made day-to-day communication between business units noticeably faster.
The Result: from invisible leak to managed KPI
Even before the automation goes live, Bormio Terme finally knows exactly what happens on its phone line. In its first five months, Revenue Intelligence transcribed over 160 hours of conversations and processed more than 6,200 call analyses. Management checks the dashboards personally, always starting with missed calls.
The findings have already changed how the spa operates. Training days now make sure the front desk always offers an alternative date or service instead of ending the call when the requested slot is full. New calendar slots were opened where the building’s logistics allowed, and online purchase of park entry tickets, the single most frequent phone request, was moved to the top of the new website’s priorities.
Wilma AI will launch against a precise, measured baseline, so its impact can be measured rather than assumed. Looking back, Falcione has no doubts: it has been absolutely worth it, and the key is understanding how each business can make the service its own.
Requirements
- Measure exactly how many calls go unanswered and how long callers wait before hanging up.
- Transcribe and analyze calls to find out where guest service and sales were falling short.
- Prepare to automate the roughly 1,700 calls a month that currently go unanswered.
- Reorganize the treatment and massage calendar and set priorities for the new e‑commerce site.
- Streamline communication and collaboration across business units.
Value Gained
- Operational certainty: missed calls transformed from an invisible loss into a KPI monitored daily through x‑bees Revenue Intelligence.
- A better guest experience on the phone: front‑desk training focused on the exact weak spots the data exposed.
- Strategic business development: calendars and e‑commerce priorities redesigned around guests' actual phone requests.
- Ready for automation with Wilma AI: a voice agent in Italian and English already configured and tested, ready to launch against a measured baseline.
- Faster internal collaboration: more agile cross-department communication through x‑bees chat.
The solution has been provided by the Wildix Partner
- Unit Bit Srl
- Via Alberti snc, 23032 Bormio, Italy
- +390342904616
- unitbit.it
