One month after Accor, it is Melia International's turn to unveil its digital ambitions. The Spanish group is going to spend €100 million over three years, in collaboration with Accenture Digital, to strengthen its marketing expertise and technological offering. This is a major objective, given that Melia expects to generate 40% of its sales via its own digital channels in 2017. Our digital transformation is not an option," explains Jose Maria Dalmau, Melia's Senior Vice President of Business Development. Our only choice is to lead this transformation or to lag behind".
This strategy affects all target groups: individual travellers with the development of melia.com and mobile applications, business customers with the Business Travel by Meliá programme, which offers discounts and benefits to companies, and travel agents through the new Melia Pro portal. This digital transformation also involves the group's staff, with the Melia Sales application for the sales force and tablets and smartphones made available to staff to check in customers.
