Meliá Hotels International, Palma de Mallorca, Spain, has announced the launch of Meliá Digital, a new strategy in which it expects to invest more than €100 million (US$125 million) over the next three years in technology and digital marketing expertise in collaboration with Accenture Digital.
The goal is that by 2017, 40% of company revenues will come from its direct sales channels, particularly from members of the Meliá Rewards loyalty program.
Meliá Digital will focus on three key areas:
- Customers: The Meliá Digital project will transform interactions with the end customer (B2C) through the development of melia.com and mobile applications; with professional customers (B2B) by developing the MeliaPro program; and for business travelers via Business Travel by Meliá, which currently has 125,000 registered companies.
- Employees: A Meliá sales app brings together all of the tools needed by the sales team. Meliá is also implementing digital projects in all areas of management such as finance, expansion and human resources.
- Hotel owners and investors: A new owner portal with extensive information about the company and its products as well as access to owner benefits is being created.
The Meliá Digital project will be led by new VP of Global Digital Sales and Marketing Lluís Pons, who was previously head of digital strategy and marketing at Vueling.