The Prado Museum Trusts GVAM Again to Operate Its Audio Guide and Group Services
The most visited museum in Spain and one of the most important globally has once again awarded GVAM the contract for its visitor guiding services. This four-year concession will allow GVAM to implement a new system of interactive guides, smart navigation systems, and tools for measuring visitor behavior data.
GVAM won this international tender again in 2022, and at that time, its offer was the highest-rated. This time, the Museo Nacional del Prado has once again rated GVAM’s offer higher than those of other Spanish and French companies. The technological solutions implemented during the previous period will be consolidated with this new contract, allowing the digital transformation of this crucial service for the Museum to be completed. GVAM’s mobile applications and smart devices serve over 300,000 visitors every year, generating over 1.5 million euros in revenue for the Prado Museum.
The new visit applications will use version 7 of GVAM’s Ventour system, providing an effective navigation system while adapting to the visitor’s needs at each location and moment of the visit: lists by routes, search engines with artificial intelligence, interactive maps, immediate location of works, etc. New routes featuring augmented reality and gamification will also be developed to provide an exclusive experience for visitors in more than 15 languages. All of this will comply with the latest sensory accessibility standards.
The content of the permanent collection will be complemented with new itineraries and temporary exhibitions, created by a team of expert art scriptwriters, as well as audiovisual and UX professionals. The service will be supported by over 3,500 devices, including smart guides and group systems, as well as a team of 17 people who will help the Prado achieve the levels of excellence and satisfaction that Spain’s premier museum should demand.
Finally, GVAM’s data capture, analysis, and dashboard creation system will provide the Prado’s public visitation system with exclusive information that will allow for programming adjustments based on visitor preferences and the definition of strategies to make the museum visit an unmatched experience. At GVAM, we believe that the real experience of Spanish masterworks is a physical sensation that cannot be replaced by virtual visits, but it can be enhanced through digital systems, like those that will be employed at the Prado.
GVAM consolidates its position as a sector leader with over 3 million direct users and 70% of the audio guide services in major museums and monuments in Spain. In smaller and medium-sized museums, heritage cities, and tourism apps, GVAM is also a national reference company. Technological transformation and operational expertise are the keys to this success.
