La compañía hotelera, que fue nombrada una de las 10 empresas de Ibex 35 más influyentes en redes sociales (según el Panel Icarus Analytics, realizado en 2018 por Epsilon Technologies), ha construido una sólida comunidad alrededor de las 545 cuentas que suman sus marcas y 164 hoteles en las diferentes redes, logrando así una presencia social en 167 países.

Todo ello ha permitido alcanzar, en los seis primeros meses del año, siete millones de interacciones con sus seguidores, casi el doble que el mismo periodo del año anterior, y generar hasta un 24% del tráfico a melia.com, lo que ha supuesto unas ventas atribuidas de más de 42 millones de euros.

Estos resultados han sido posibles gracias al impulso de la estrategia global de redes sociales, integrada en la transformación digital de la compañía, y que ha sido caso de estudio por Hootsuite. En dicho estudio se destaca la habilidad de la hotelera para mejorar la relación con el cliente, humanizar e incrementar el reconocimiento de marca, aumentar tráfico a su canal de ventas y atraer talento a la compañía.

Para lograr mejores resultados, Meliá Hotels International se ha apoyado en los principales partners tecnológicos del entorno social, como Hootsuite, para la gestión integral de sus cuentas; Flowics, para la gestión del contenido generado por el usuario; o Traackr, como herramienta de Influencer Marketing, clave para haber logrado incrementar un 167% las menciones de influencers a la marca.

Santiago Garcia Solimei, Director de Global Social Media en Meliá Hotels International, declaró: “Son cada vez más los clientes que utilizan las redes sociales para descubrir nuestros productos. Es una herramienta fundamental que está presente y funciona en todas las etapas del viaje del cliente:  desde el descubrimiento, la inspiración y la experiencia vivida en el hotel contada en tiempo real, hasta una de las partes más importantes, la recomendación cuando finaliza la estancia".

También ha sido fundamental la nueva “cultura social" implementada en la compañía. Gracias a la creación de un programa de embajadores internos, Meliá ha conseguido amplificar sus contenidos y generar hasta 143 millones de impresiones adicionales en 2018. El máximo ejecutivo de la compañía, Gabriel Escarrer, inauguró sus cuentas en Linkedin y Twitter el año pasado, convirtiéndose en uno de los pocos CEOs españoles del Ibex 35 con presencia activa en redes sociales, que ha servido para reforzar su figura de líder de opinión en la industria turística y dar mayor visibilidad a los valores intangibles y compromisos públicos de la compañía, como su posicionamiento social y medioambiental.

Confían en nosotros
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