Customer preferences in hospitality

Meliá

We boosted customer loyalty by optimizing the use of their data. When 80% of your revenue comes from 20% of your customers, you must make those customers feel valued and provide them with reasons to keep choosing your brand on a recurring basis. It is in this context that we developed a powerful tool together with Meliá that, through optimized use of data, allowed us to improve the personalization of the Meliá Hotels customer experience.

Project:

Client Preferences. 2017

Client:

Meliá Hotels International

What we did:

Customer experience strategy, Digital Design.

Industry:

Hospitality

Challenge

The challenge for hospitality chains nowadays is to maintain human, personalized, unique, and attentive service in a complex and highly competitive context. We collaborated with Meliá's CX and IT department, improving their ability to capture and respond to customer preferences, and allowing the hotel chain to provide a unique and personalized experience.

Approach

To identify potential factors that would improve the customer experience and foment customer loyalty, we created a preferences catalogue based on learnings from user research and internal documents.

Result

We prioritized these preferences based on the level of impact they could have on the customer experience. We then created a digital platform to cost-effectively capture, organize and manage customer's preferences across all Meliá hotels. We validated the tool through a pilot at one of Meliá´s hotels.

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Mormedi provided Meliá with a strategic framework that highlighted the business value of users’ preferences.

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Secondly, Mormedi designed a digital platform – integrated with Meliá’s workflow and ERP – that employees could use to capture and activate user preferences in order to enable them to provide customers with a personalized and unique service.

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Moreover, Mormedi delivered guidelines and an implementation roadmap for Meliá to gradually implement the preferences system.

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