Meliá Hotels Reboots Loyalty Program with a Significant Upgrade

Melia Hotels reboots loyalty programFor most brands, a loyalty program will be a work in progress. Even the most successful programs, perhaps especially the most successful programs, will continually refine their customer engagement approach as they learn more about their customers.

In an effort to create a stronger emotional connection, Meliá Hotels International, a leading Spain-based hotel group that oversees over 350 hotels across 30 countries, is launching a number of improvements to its loyalty program. Now over four million global MeliáRewards members will benefit from a variety of new surprise and delight initiatives.

By inviting hotel guests to “Collect Emotions,” the redesigned program seeks to improve customer engagement by addressing many of the individualized needs of modern travelers. To strengthen emotional bonds and promote repeat visits, MeliáRewards will offer benefits across three unique categories.Melia Hotels redesigns loyalty program

The first category, called “Get Value,” is devised specifically to make guests feel more appreciated. The second is called “Be Free,” which provides the flexibility to adjust the program based on individual customer needs. “Go First” strives to guarantee that each customer feels as if their needs always come first.

These new changes are an effort to protect one of the hotel’s most valuable investments, which are its most loyal customers. Just last year, MeliáRewards members generated over 400 million euros and accounted for over 30% of the hotel’s entire annual visits. The value of these guests is not lost on the brand.

“A loyal guest is the best reward we can receive for a job well done,” said Gabriel Escarrer, Vice Chairman and CEO of Meliá Hotels International. “At Meliá Hotels International, we are working hard to innovate and improve the guest experience at our hotels. The loyalty program is one of our most important levers as it allows us not only to improve guest satisfaction, but also increase spending in the hotel, encourage repeat stays and generate greater revenue. That’s why we want MeliáRewards to be an irresistible value proposition for our guests.” 

In addition to launching a new mobile app, the redesign of MeliáRewards will also increase this value proposition even further by extending the program’s reach. Now members can access these new benefits in every hotel that Meliá operates all across Europe, the Caribbean, and the Americas. These benefits include complimentary breakfast for two, free Wi-Fi, numerous discounts, fast check-in, surprise birthday gifts, and free access to 700 VIP airport lounges everywhere.

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing