Industry Update
Press Release27 March 2019

Meliá Hotels International Enhances The Role Of Voice Of Consumer In Its Social Media Strategy Together With Flowics

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Logo 'Sol Melia Hotels'
  • Paradisus, Gran Meliá and Meliá Hotels & Resorts are the first Group brands to launch a new project to enhance User-Generated Content
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Meliá Hotels International, one of the most influential Spanish hotel companies in social media, has announced the launch of a new marketing strategy based on User-Generated Content (UGC) to provide more authentic messages in its digital contacts with consumers. The company is a world leader in resort hotels and has chosen Flowics as its technology partner for the worldwide, multi-brand implementation of the project.

Guests in Meliá group hotels worldwide publish tens of thousands of posts on social media every month which are the most authentic way of transmitting the what a stay in the hotels is really like. The project allows this content to be automatically managed and classified and permission obtained from the author so that it can form part of a new multimedia content database and become a key asset for Marketing strategy. After a successful pilot in 2018, Meliá Hotels International has started implementation of the new project on the Flowics platform for all of its brands and digital platforms, with the initial focus on its websites and social media profiles.

Santiago Garcia Solimei, Global Director of Social Media for Meliá Hotels International, stated that "user-generated content has become the best source of inspiration for other travellers thanks to its authenticity and the confidence it inspires. That's why we have made it part of our communication and social media strategy to help promote the discovery of new destinations, our hotels and our brands".

Gabriel Baños, Founder and CEO of Flowics, remarked that "we are very excited about our partnership with Meliá and the results we have achieved since the launch. The travel, tourism and hospitality industry has magnificent opportunities ahead thanks to the growth of social media and digital platforms, allowing the consumer a voice and unleashing communications that are stronger than ever before."

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