For 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....