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New Types of Digital Customer Relationship: Meliárewards

June 9, 2016 Loyalty No Comments Print Print Email Email

MeliáRewards is one of the main drivers of revenue at Meliá Hotels International. It is a comprehensive programme that provides a wide range of advantages for the Company’s most loyal customers in all of its more than 370 hotels worldwide. 


The programme has been improving its results year after year, and today has more than 5 million members enjoying different levels of benefits, 1 million of them added over the last year, confirming the positive prospects for the future of MeliáRewards.

The digital customer relationship model has revolutionized the world of customer loyalty, with today’s members receiving value propositions personalized to the experience they seek. Loyalty programmes now go beyond the traditional offer of benefits such as discounts, free stays, etc. and have mechanisms to create emotional and aspirational bonds in which customers perceive not only economic benefits, but also a better experience and a sense of belonging, of being important and special for the company.

The Meliá Rewards programme was completely renewed in 2015 to completely change its value proposition, increase customer satisfaction and confidence, and encourage repetition. The renewal also adjusted the options for members to move up to higher programme tiers depending on the frequency of their stays, their spending or the number of points they earn. The “Collect Emotions” slogan means that the programme is now based on three key concepts that describe the three types of advantages on which the new programme is based: Get Value, to make members feel more appreciated; Be Free, adapted and tailored to each individual member; and Go First, to make members feel that they are always first.

We now have four different levels: Meliá Rewards (start level), Meliá Rewards Silver (2 stays or 5 nights or 10,000 points), Meliá Rewards Gold (15 stays or 30 nights or 60,000 points) and Meliá Rewards Platinum (more than 30 stays or 50 nights or more than 150,000 points).

MeliáRewards is much more than just a benefits programme, it is a new approach to customer relations that aims to establish an emotional bond to improve its value proposition.

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