Meliá Hotels steps up digital strategy to draw in ‘bleisure’ travelers

The five-star Meliá Hotel in Hanoi. Pic: Hanoi Photography/Shutterstock

Meliá Hotels International (MHI) is aiming to speed up its digital strategy to cater to the needs of an increasing number of “bleisure” travelers – travelers who combine leisure and business in a single trip.

Rubén Casas, senior director of sales and marketing Asia-Pacific, told TTG Asia, “We have taken a new approach to marketing and adapting to this segment of guests.

“For example, 83 per cent of all displays, social media and mobile will be managed through programmatic platforms in 2018.

“This automation means we can better and more quickly tailor the message for the millennials in each market. Overall this is part of MHI’s digitization program where we will see better integration of our processes.”

On top of that, MHI employed a new Professionals Portal to help travel agents, meetings and events planners, as well as corporate travel managers.

The report added that many “bleisure” guests are between in the 25-35 age group, many of whom work in direct sales industries such as pharmaceuticals, fast-moving consumer groups, and manufacturing.

Therefore, to cater to the group, the hotel group is adopting a “more fun” approach for guests to mingle and partake in communal activities.

MHI will be penetrating the Chinese market with six new properties opening in China in the next three years.

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