Meliá invites guests to design service culture

Meliá Hotels International has embarked on an ambitious project to design a consistent service culture across its six distinct brands in an effort to deliver a truly unique and differentiated experience for their guests.

The leading hotel company, which was founded in 1956 in Palma de Mallorca, believes true Spanish-style hospitality knows no price point. Meliá now spans 370 midscale to luxury hotels in 40 countries, and its brands include Gran Meliá Hotels & Resorts, Meliá Hotels & Resorts, ME by Meliá, Paradisus Resorts, Innside by Meliá, Sol Hotels and TRYP by Wyndham. It also operates timeshare arm Club Meliá.

Meliá sees each associate as an extension of their brand and integral to delivering the warmth and flair of its Mediterranean heritage and unique promises of its six brands – which is why it is investing in its service culture.

Service culture

Where most brands take an insular approach to these types of efforts, Meliá is inviting guests to help create what their service culture needs to look and feel like at every interaction. Starting in September, guests of each of the six brands are being invited to participate in a session in London and Miami to help design Meliá’s service culture.

Alex Hugot, Meliá’s VP Global Brand Management, said: “Rather than assume we know what guests want, we are inviting our guests to tell us. This will allow us to move beyond meeting the needs of our guests to anticipating them.

“The Spanish culture, a rich part of our heritage, is known the world over for its warmth and openness. It is our wish that every guest, at every one of the Meliá properties, would experience that culture with every visit.”

Meliá has engaged North America-based Bond Brand Loyalty, a recognised leader in building brand loyalty and customer engagement,to partner on the work.

Bob Macdonald, president and CEO, Bond Brand Loyalty, said: “The experiences we talk about are the ones that create emotions. This is deeply human and it is why our Customer Experience work focuses on the interactions between a brand’s representatives and their customers.

“We applaud Meliá Hotels International for the work they have done on the entire spectrum of brand and customer experience, and we are exceptionally proud to be supporting them.”