Скачать или смотреть The social media strategy that has transformed one of the world’s largest hotel group giants

Founded in Spain in 1956, Meliá Hotels International is the third-largest hotel group in Europe and the largest resort chain in the world. Listed on the IBEX 35, it boasts 380 hotels and more than 98,000 rooms across 43 countries.

Like all organizations in the tourism sector and hospitality industry, Meliá had to transform its business when sites such as TripAdvisor and Booking.com changed the way travelers book and take their holidays.

And with 83 percent of travelers now sharing content about their stay on social media—and 52 percent reporting that their travel plans were inspired by a friend’s photos, according to AdWeek—it’s clear that social media is the source of the next seismic shift in this industry.

Determined to retain its position as one of the most important hotel groups in the world, Meliá Hotels International joined forces with Hootsuite for a complete digital transformation—with social media at the heart of its new strategy.

www.melia.com

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