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CLIENT CASE STUDY


Meliá Hotels International: Digital transformation for future growth​

Accenture is assisting Meliá Hotels International in growing direct digital sales and delivering a superior digital customer experience.

Overview

Accenture is assisting Meliá Hotels International in growing direct digital sales and delivering a superior digital customer experience. Meliá is mapping a unique digital DNA of every individual customer to ensure personalized, seamless and consistent traveler experience at every touchpoint. This has helped create increased brand awareness and customer loyalty, with a 25 percent increase in direct sales and over 2 million rooms booked.

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Meliá Traveler Connect

Opportunity

Meliá Hotels International (MHI), a leading global hotel company, wanted to increase revenue and profitability through direct bookings and its own customer rewards program. As the company expanded globally, it sought a new strategy to enhance its activity through digital channels and call centers, improving customer satisfaction, loyalty and sales, as well as gaining greater customer insight and reinforcing its digital marketing capabilities.

Solution

Accenture is assisting MHI over a three-year period to consolidate, enhance and extend its direct sales channels (mobile, web and call center), implement new concepts for its digital platform, and redesign and launch its loyalty program. MHI is also overhauling digital marketing strategic planning, as well as call center and organizational processes. Accenture’s operations team is providing digital content production, marketing campaign management services and advanced customer analytics to improve segmentation and personalization. The solutions and services are helping to make the customer experience more relevant and efficient, from trip planning to post-travel.

Results

As MHI adds new hotels to its portfolio, it can quickly and efficiently integrate the properties into digital channels and marketing campaigns. Its new loyalty program and marketing personalization are driving more direct bookings from a loyal, active customer base. The enhanced digital channel performance is increasing qualified traffic on direct channels and conversion rates. Together, Accenture and MHI are creating a “digital culture” throughout the company that is expected to help drive direct sales through digital channels and maintain and enhance market leadership and growth.