Meliá enhances customer experience with cutting-edge new app

The company's digital channels now contribute to half of its revenue, with the app growing by 40% in 2024Advanced technology enables personalized recommendations and services tailored to the individual preferences of each customer

Meliá Hotels International has introduced its new mobile app as part of its ongoing efforts to enhance the customer experience and modernize its digital sales channels. Following the successful updates to melia.com (B2C) and meliapro.com (B2B), the company has launched an app designed to transform how customers engage with the brand.

Inspired by the concept of Book, Stay and Repeat, the newly developed app is designed to support customers throughout their entire journey. This includes the initial inspiration phase, the booking process, the stay itself, and the post-stay experience. The app's intuitive navigation bar exemplifies this philosophy by providing efficient and direct access to all essential functionalities with a single click.

"With 70% of Meliá's web traffic originating from mobile devices, the new application addresses the mobile-first principle prevalent in today's market. The share of bookings made through the application has increased notably and continues to grow, emphasizing the necessity of having a robust and efficient mobile platform," stated Coloma Crespí, Director of Digital Sales and Marketing at Meliá Hotels International.

The app allows bookings and provides a variety of additional services that enhance the customer experience. This solution simplifies trip planning and ensures all details are addressed.

The app has been meticulously designed with editorial-quality imagery and a visually appealing interface to inspire customers. Each of Meliá's brands, particularly its luxury segment, is distinctly represented within the app, enhancing both its identity and attractiveness.

Bespoke solutions and cutting-edge technology

The distinctive feature of the new application is its capacity to provide a personalized experience. Meliá has invested over ten years in developing advanced algorithms that analyze customer data to gain a deeper understanding of their preferences and needs. This technology enables the application to deliver recommendations and services precisely tailored to each user.

The new Meliá application encompasses all booking and loyalty programme functionalities in its native version. Users have access to advanced tools such as map search and an aesthetically pleasing gallery. Furthermore, it incorporates stay management functionalities, including restaurant and resort activity reservations, and self-service options such as online check-in.​

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