Meliá Hotels International Relaunches Its MeliáRewards Loyalty Programme, Now With 4 Million Members
The revised programme seeks to build a greater emotional bond with members to improve the value proposition and ultimately increase membership.
26 May, 2015: Meliá Hotels International, the leading Spanish hotel group, has announced the relaunch of its MeliáRewards consumer loyalty programme, which now has more than 4 million members worldwide and is one of the company’s key revenue drivers.
In 2014, MeliáRewards members generated revenues of over 400 million Euros for the company and made 67 percent of all bookings on melia.com. They also represent 30 percent of all hotel occupancy and spend 13 percent more than non-members on average.
The relaunch of MeliáRewards aims to improve the value proposition for modern travellers, by increasing gratification levels, which in turn encourage repeat stays. The programme invites guests to “Collect Emotions,” and has been innovatively redesigned to seek a greater emotional bond with members by providing surprises of delight during every stay. The new benefits are divided into three groups:
- “Get Value”: designed to make each member feel appreciated
- “Be Free”: designed to ensure the programme is adapted to each individual member
- “Go First”: designed to make members always feel they come first
Members can now enjoy all the programme benefits in every company hotel throughout the world, regardless of the hotel brand. The new benefits include a birthday surprise, free breakfast for a travel companion, free Wi-Fi in all hotels, discount coupons to be used during a stay, priority check-in at the hotel, online check-in and free access to VIP lounges in 700 airports worldwide. Benefits experienced differ depending on a member’s MeliáRewards membership level.
Another new feature is the launch of a mobile app, which allows members to earn and redeem MeliáRewards points during the booking process of hotel stays and treatments at YHI Spas. This allows hotel staff to calculate the points earned for each service experienced, which members can then redeem instantly.
The programme has also adjusted the way members can upgrade their membership level depending on the number of nights they stay, the amount they spend or the points they earn. There are now four different levels: MeliáRewards (entry level), MeliáRewards Silver (two stays or five nights or 10,000 points), MeliáRewards Gold (15 stays or 30 nights or 60,000 points) and MeliáRewards Platinum (more than 30 stays or more than 50 nights or more than 150,000 points).
Gabriel Escarrer, Vice Chairman and CEO of Meliá Hotels International commented: “A loyal guest is the best reward we can receive for a job well done. At Meliá Hotels International we are working hard to innovate and improve the guest experience at our hotels. The loyalty programme 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.”
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 40 countries and four continents under the brands: Gran Meliá, Meliá Hotels & Resorts, Paradisus Resorts, ME by Meliá, Innside by Meliá, Tryp by Wyndham and Sol Hoteles. 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 US, 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.