At Camino, Spanish hospitality is about more than what's on the plate. It's about sharing tapas, enjoying good wine and creating the kind of lively atmosphere that keeps people coming back. With four restaurants across London, from the corporate crowds of Monument to the bustling streets of King's Cross, Camino has built its reputation on bringing authentic Spanish hospitality to the capital.
But at its busy King's Cross location, the team faced a challenge: when service picked up, phone calls could sometimes be missed. And every missed call was a potential booking lost. Rather than asking an already busy team to do more, the management team at Camino turned to SevenRooms Voice AI.
Over four months, Voice AI handled 541 calls, including 159 reservation enquiries, representing nearly 30% of calls that might otherwise have gone unanswered.
Making the case for SevenRooms Voice AI
Camino's journey with SevenRooms began when the group switched its EPOS system to Lightspeed. They were on OpenTable, but they needed a reservations platform that could integrate with the new technology and make it easier for guests to book. SevenRooms offered both, along with booking options through Google and social media.
"It was offering us more things and it was recommended by lots of people in the industry," Santiago Murillo, Group Reservations and Events Manager, recalls.
As the team became more familiar with the platform, another opportunity emerged. When Santiago learned about Voice AI, he brought the idea to Camino's operations and marketing teams. What made the solution particularly appealing was the ability to customise the assistant's voice, accent and responses to reflect Camino's identity.
"At first, I was a little reluctant because I think we're losing some of that human interaction these days. What I liked about SevenRooms was that the call still goes to the restaurant first. AI is there as a backup if nobody can answer. We also wanted the voice to sound Spanish, to keep that Spanish vibe that's so important to Camino. When SevenRooms came back and told us they could offer a Spanish accent, we loved it. It was a no-brainer."
Camino decided to trial Voice AI at King's Cross, giving the team the first opportunity to answer before AI stepped in.
Capturing demand when the World Cup came calling
That decision proved particularly valuable during the 2026 FIFA World Cup.
As Spain progressed through the tournament, Camino King's Cross became a hub for London's Spanish football community, attracting supporters, influencers and even the BBC.
"During the World Cup, it was crazy. We had non-stop emails, non-stop calls and we were fully booked. At one point, I was working alongside the host because there was so much to do, and the phone just kept ringing. There wasn't even time to pick up the calls," Santiago recalls.
With bookings filling up and match schedules changing, the team had to update availability, experiences and booking conditions at short notice.
That's where Voice AI proved its value. When the team couldn't answer, the assistant stepped in to handle guest enquiries, check availability and make reservations directly in SevenRooms, without requiring staff to follow up on every booking. For Santiago, that meant fewer missed opportunities during one of the restaurant's busiest periods.
"It has helped us not to lose customers," he says. "And again, it has helped not to keep the customer waiting, which is the most important thing. If the customer doesn't get an answer, they can change their mind and go elsewhere."
Using guest insights to prepare for the next big event
The World Cup may have ended, but Santiago and his team are already putting what they learned to work. Using guest data captured through SevenRooms CRM, the marketing team reached out to World Cup visitors about upcoming La Liga screenings, giving football fans another reason to return.
Voice AI also offered another source of insight: the questions guests were asking.
"One of the things I find especially useful is the data from AI, because it keeps a record of the conversations. I can go back and see what people were asking, even when those questions didn't come through email. We can use that information to understand the most common enquiries and think about what we could do better next time," Santiago shared.
Embracing AI without losing the human touch
For Santiago, Voice AI has reinforced an important belief: technology works best when it supports hospitality, not when it replaces it.
Camino keeps complex conversations, including private dining enquiries, with its team while tailoring Voice AI to reflect the restaurant's personality. With plans to assess Voice AI at its other locations, Camino is looking ahead without losing sight of what makes its restaurants special.
"AI is here to stay. We need to embrace it and use it in a smart way," Santiago says. "It's an assistant. It's there to help and simplify."
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