Spanish hotel group Meliá Hotels International has relaunched its MeliáRewards consumer loyalty programme, which now has more than 4 million members worldwide and is one of the company’s key revenue drivers. 
In 2014, MeliáRewards members generated revenues of more than EU 400 million for the company and accounted for 67 per cent of all bookings made via melia.com. They also represent 30 per cent of all hotel occupancy and spend 13 per cent more than non-members on average.
Members can now enjoy programme benefits in every company hotel throughout the world, regardless of the hotel brand. The new benefits include a birthday surprise, free breakfast for a travel companion, free Wi-Fi in all hotels, discount coupons to be used during a stay, priority check-in at the hotel, online check-in and free access to VIP lounges in 700 airports worldwide. Benefits vary depending on a member’s MeliáRewards membership level.
The company has also launched a mobile app, which allows members to earn and redeem MeliáRewards points during the booking process of hotel stays and treatments at YHI Spas. This allows hotel staff to calculate the points earned for each service experienced, which members can then redeem instantly.
Comments are closed.