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Personalising the digital hotel experience for a 42% increase in direct sales

The new app for Meliá was designed by Mormedi in order to provide users with a customizable digital and real world experience.

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