Meliá Hotels International has been named "Best Digital Transformation Enterprise" at the Digital European Mindset Awards, which recognise the most innovative companies in customer experience, ICT management, and new digital business models.
The award was presented at the Digital Enterprise Show on May 26 in Madrid in recognition of the work done by the hotel company on digital transformation and its vocation to innovate and reinvent itself to maintain its leadership in a rapidly changing industry which creates risks for companies that do not adapt and great opportunities for companies that successfully do so, as Meliá is proving.
In 2014, Meliá Hotels International (meliahotelsinternational.com) began its Meliá Digital project, a comprehensive transformation on both a global and regional level to allow the Company to adapt to new environments and new business models in the travel industry.
According to Meliá, the key has been the profound cultural transformation that the digitalisation process is driving, affecting all of its processes, organizational structure, training systems, and relations with employees, investors and the owners of its managed hotels, affecting the entire value proposition of the company.
The most notable and immediate gains have been made in the new customer relationship model, designed as a genuine "customer journey" and ranging from the pre-trip experience through the trip itself, and ending with the post-trip experience. The key to success is the consistent personalization of the customer experience throughout the process: customer identification, product recommendation and personalisation, conversion and loyalty, all through the use of technology and advanced analytics.
After the first year of the project, the results have been very positive. The award has taken into account progress made in direct sales, which increased by 25% over the previous year, accompanied by the registration of a million new members in the Meliá Rewards loyalty programme, whose members now generate 50% of Company revenues. The project is also enhancing the presence of more and more hotels in digital channels and sophisticated digital marketing campaigns which use greater personalization based on predictive models and customer knowledge and which have helped increase conversion rates by 30% and raise Contact Centre sales in major markets by up to 45%.
Partnership with Accenture Interactive
All of this has been possible thanks to a partnership with Accenture Interactive, part of Accenture Digital, a market leader in consulting, technology and digital transformation, which has contributed its skills and experience in digital transformation in the hotel industry worldwide.
Meliá Digital has become one of the major priorities in the Company Strategic Plan up to 2018, a period in which the group aims to lay the foundations for the deepest transformation experienced by Meliá Hotels International in its 60-year history.
Introducing the project, José María Dalmau, SVP Business Development at Melia said that the unstoppable process of digitalisation in travel - one of the sectors most affected led the Company to even further enhance its focus on innovation, and it is extremely pleased with this decision. Dalmau declared that "the future is now, and it is digital. Once again, Meliá Hotels International has been able to manage the strategic organizational and technological transformation needed to meet a challenge which involves every single one of our employees, while remaining true to its values of service, excellence and customer focus, allowing us to be closer to our customers and anticipate their needs thanks to this new digital reality".