Meliá Hotels International

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

    Connected Services

    Client

    Meliá Hotels International

    2016

    Project

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

    Context

    Meliá Hotels was looking for 40% of its total revenue to come from direct sales channels, including the Meliá app. 

    Solution

    Mormedi redesigned Meliá's app to optimise existing business processes and incorporate key new features and functions as part of Meliá's product development roadmap for an end-to-end customer experience.

    What we did

    Analysis, Definition of the value proposition, Design strategy, Digital product design

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

    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.

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    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.

    "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