Palma de Mallorca, Toronto & New York, September 12th, 2016—Understanding that true Spanish-style hospitality knows no price point, Meliá Hotels International has embarked on a journey to design a consistent service culture across its six distinct brands in an effort to activate all guest touch points to deliver a truly unique and differentiated experience.
Meliá Hotels International, founded in 1956 in Palma de Mallorca, spans 370 midscale to luxury hotels in 40 countries; its brands include Gran Meliá Hotels & Resorts, Meliá Hotels & Resorts, ME by Meliá, Paradisus Resorts, Innside by Meliá, Sol Hotels and TRYP by Wyndham. There are nearly 40,000 associates interacting with and representing the brand to an increasingly global customer base.
Meliá sees each associate as an extension of their brand and integral to delivering the warmth and flare of their Mediterranean heritage and the unique promises of their six brands. It’s for this reason that the company is investing in their Service Culture. Where most brands take an insular approach to these types of efforts, Meliá is inviting guests to help create what their service culture needs to look and feel like at every interaction. Starting in September, guests of each of the six brands are being invited to participate in a session in London and Miami to help design Meliá’s service culture.
“Rather than assume we know what guests want, we are inviting our guests to tell us. This will allow us to move beyond meeting the needs of our guests to anticipating them,” said Alex Hugot, Meliá’s VP Global Brand Management. “The Spanish culture, a rich part of our heritage, is known around the world for its warmth and openness. It is our wish that every guest, at every one of the Meliá properties, experience that culture with every visit.”
Meliá Hotels International has engaged North America-based Bond Brand Loyalty to partner with on this important work. Bond Brand Loyalty is a recognized leader in building brand loyalty and customer engagement for many of the world’s most influential and valuable brands. “The experiences we talk about are the ones that create emotions. This is deeply human, and it is why our customer experience work focuses on the interactions between a brand’s representatives and their customers,” commented Bob Macdonald, President and CEO, Bond Brand Loyalty. “We applaud Meliá Hotels International for the work they have done on the entire spectrum of brand and customer experience, and we are exceptionally proud to be supporting them.”
Meliá Hotels International is in a period of substantial growth, and a consistent service culture coupled with other strategic efforts already underway will impact not only the Meliá properties of today, but also those of tomorrow.
About Bond Brand Loyalty
Bond Brand Loyalty, formerly Maritz Loyalty Marketing, is a management-owned agency that specializes in building brand loyalty for North America's most influential and valuable brands. Our mission is to make marketing more rewarding for customers, richer and more resilient for brands and more profitable for our clients. We build measurable, authentic and long-lasting relationships through a combination of services that includes loyalty solutions, customer experience, marketing research, customer analytics, live brand experiences, and proprietary loyalty technology platforms. Visit our website, follow us on Twitter or contact us at 1-844-277-2663.
About Meliá Hotels International
Founded in 1956 in Palma de Mallorca (Spain), Meliá Hotels International is one of the largest hotel companies worldwide as well as the absolute leader within the Spanish market, with more than 370 hotels (current portfolio and pipeline) throughout more than 41 countries and 4 continents under the following brands: Gran Meliá Hotels & Resorts, Paradisus Resorts, ME by Meliá, Meliá Hotels & Resorts, Innside by Meliá, Sol Hotels & Resorts and TRYP by Wyndham. The strategic focus on international growth has allowed Meliá Hotels International to be the first Spanish hotel company with presence in key markets such as China, the Arabian Gulf or the U.S., as well as maintaining its leadership in traditional markets such as Europe, Latin America or the Caribbean. Its high degree of globalization, a diversified business model, the consistent growth plan supported by strategic alliances with major investors and its commitment to responsible tourism are the major strengths of Meliá Hotels International, being the Spanish Hotel leader in Corporate Reputation (Merco Ranking) and one of the most attractive to work worldwide. Meliá Hotels International is included in the IBEX 35 Spanish stock market index.
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