The social media strategy that has transformed one of the world’s largest hotel group giants
Meliá Hotels International was recognized one of the top 10 most influential IBEX 35 companies on social media
Founded in Spain in 1956, Meliá Hotels International is the third-largest hotel group in Europe and the largest resort chain in the world. Listed on the IBEX 35, it boasts 380 hotels and more than 98,000 rooms across 43 countries.
increase in social media followers in 6 months
increase in website traffic from social media in Europe
- Top 10
most influential IBEX 35 companies on social media in 2018
From the start, Meliá Hotels International set its sights on becoming the hotel chain with the greatest influence on social media, aiming to position itself among the top hotel groups in the world and reinforce its leadership in the leisure sector. It also aimed to be recognized as a global benchmark for excellence, responsibility, and sustainability.
The goals of Meliá’s social media strategy were to:
- Strengthen relationships with clients, providing them with a personalized experience before, during and after their stay to promote brand loyalty
- Increase brand recognition online
- Use social media to increase the amount of quality traffic arriving at Melia.com, improving customer service, and promoting consumer loyalty
Hootsuite has become a strategic social media partner for Meliá and is the foundation for our entire large-scale social strategy.
How they did it
Meliá Hotels International was no stranger to social media; it already had a wide social media presence in several countries around the world, with some acting on a global level, others acting regionally, and 165 hotels with their own social media profiles.
One of the first steps was to organize the management of social media throughout the hotel group, which functions on three different levels:
Global: This level defines global strategy for social media and manages the 15 brands within the group, including its six hotel brands and others such as Circle by Meliá (the group’s vacation club), MeliáRewards (its corporate brand), and MeliáPro (its B2B brand).
Regional: Hotels are organized into regions, each with its own marketing manager who implements the global strategy on a local level.
Local: Each of the 165 Meliá hotels maintains its own social media profile.
Managing social content on one global platform
With 400+ social media accounts operating at three organizational levels across multiple regions, Meliá faced significant challenges in designing a strategy to centralize content management while enabling each of its groups to communicate successfully with clients and followers.
Every brand and hotel with a social media presence has now been streamlined into one platform within Hootsuite, which can be accessed by both regional, hotel teams and Meliá’s global teams. Using Hootsuite’s content library, a central team can now distribute pre-approved content for teams to share at a global or local level, ensuring consistent messaging and branding at all levels.
And with the platform’s powerful analytics and reporting features, global departments are able to review and analyze activity across each of the organization’s three levels to guide future strategic decisions.
Engaging customers with interactive and user-generated content
With a focus on mobile-friendly visual and interactive content, the company set out to strengthen engagement and increase brand recognition and credibility by humanizing the messaging delivered via its corporate channels. To do this, it launched an innovative initiative centered on the people behind the brand: clients, employees, influencers, and even the company’s CEO.
The company to captured images of its products and services taken by clients and used them in email marketing, in digital advertising, or as widgets on its website, allowing users to make reservations with a single click from user-created content.
Sharing the client experience via an influencer marketing program
Another way Meliá has earned greater relevance and authenticity with its specific target audiences is through collaborating with influencers, introducing carefully chosen voices to amplify its brand content.
This broad global program of influencer marketing has the primary goal of sharing personal experiences. The group manages this via a system for identifying, managing, and analyzing influencer relationships, complete with influencer activity reports that provides Meliá with criteria on which to base its selection of influencers and develop lasting partnerships.
This approach resulted in 1.7 million interactions and a potential reach of 74.7 million social media users in 2018, based on 40 influencer marketing activations for the Me By Meliá brand.
Expanding reach with employee ambassadors
To complete the social transformation at Meliá Hotels International, the final step was to get staff members engaged and active on social media. Confident that its people are what sets the company apart from the competition, the group set out to design a program that would make staff its strongest allies when it came to conveying its values and building its reputation as an employer brand.
A joint effort between the social media team and the human resources department saw the launch of the employee advocacy initiative, an ambassador program with the primary goal of increasing brand recognition on social media by boosting company content.
A winning combination of strategy, tools, and training ensured that the hotel group was able to meet every single one of its goals.
- Meliá’s total number of followers on social media grew from five million to six million in the first six months of 2018, an increase of more than 15 percent. On Instagram, Meliá saw an impressive 67 percent increase in followers.
- A study carried out by Icarus Analytics for Epsilon Technology ranked the hotel group
- Visits to Melia.com from social media grew from 9 percent in 2017 to 12 percent worldwide in 2018, while in Europe that figure increased to 16 percent. Meanwhile, mobile sales increased by an astonishing 491 percent from 2016 to 2017, generating €33.8 million.
With a strong global content strategy managed on a central platform and supported by extensive training and a variety of successful social media programs, Meliá continues to shine as an undisputed and innovative leader in the tourism industry.