Ashqar, Rashed IsamRamos, CeliaContreiras, Alexandre2026-05-292026-05-292024-12-04978303176808897830317680950302-97431611-3349http://hdl.handle.net/10400.1/29058Design of dashboards is strategic for the Customer Relationship Management (CRM) associated with Health andWellness Tourism, considering all the knowledge acquired about Health and Wellness Tourism, the Machine Learning algorithms identified, and the characteristics to be considered in the development of the reports. It is intended to identify the components to be used in the development of the dashboards, which allow for control of the information associated with this business and to detect deviations in operation, taking into account concepts associated with User Experience/Consumer Experience and the Customer Journey of this type of customers in order to identify opportunities to innovate and grow economically, through the creation of intelligence about this business. In this paper, the presentation of examples of dashboards developed in Power BI, it was possible to show that customer capital indicators can be included, under different dimensions that characterize it. However, the lack of real data to apply in the formulas of the new indicators is one of the limitations of this paper.engCRMData StorytellingUser Experience (UX)Data miningHealth and Wellness TourismHospitalityconference object10.1007/978-3-031-76809-5_12