Personalising the digital hotel experience for a 42% increase in direct sales
Category Connected services – Client Meliá International Hotels
Impact
42%
Increase in sales
53%
Increase downloads compared to the previous 7 months
The challenge
By 2018, Meliá Hotels intended for 40 percent of total company profits to come from direct sales channels, including the Meliá app. Therefore, Meliá entrusted Mormedi with the re-design of this key channel.
To be successful, the app needed to:
1) Optimize existing business processes to drive sales and Lifetime Value
2) Incorporate key new features and functionalities as part of Meliá’s product development roadmap, and a more integrated holistic customer experience.
Our approach
The app was iteratively designed with users and Meliá’s internal developers to ensure usability and feasibility.
Mormedi carried out a pain-point analysis of the existing app and created a roadmap for new, modular features that are highly customizable and provide optimal usability.
The project resulted in a renewed experience for Meliá’s clients that combined a clean and elegant design with
smooth navigation, intuitive usability, and customizable interfaces
“Sales via the app have increased 41.8% year-on-year. In terms of downloads, so far this year we have an increase of 53% compared to the previous 7 months.”
David Benito, Director of Digital Channels, Melia Hotels International
What we did
- UX Design
- User Testing
- UI Design
- Supervision of development