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Meliá Hotels International prepares its future with its clients

Two working sessions are scheduled in September in London and Miami, including a group of clients on each occasion from properties belonging to the six brands offered by Meliá Hotels International. Together with the marketing and operational teams, they will define what service level and experience should be developed in the future.

The group founded by Gabriel Escarrer in 1956 in Palma de Majorca is now present in 40 countries with close to 400 hotels under six different brands: Sol, Meliá, Gran Meliá, Innside, Me and Paradisius. Each brand has its own personality and specific level of service. In the course of this month, management decided it needed to consider the "Service culture" within the group for each of its brands.

In order to be certain it meets real customer expectations, the group organizes two "seminars", the first in London and the second in Miami, to which it invites a host of clientele to participate in order to define the desired level of interaction with personnel, the quality of exchanges and the services expected. Each brand will be discussed separately.

"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," said Alex Hugot, Meliá's VP Global Brand Management. "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 Hotels International has asked Bond Brand Loyalty, an American Marketing agency, to assist in this effort of consideration and analysis. "The group in a period of substantial growth, and a consistent service culture coupled with other strategic efforts already underway will impact not only the Meliá properties of today, but also those of tomorrow," explains Bob Macdonald, President & CEO of Bond Brand Loyalty.


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