How Meliá’s Social-First Strategy Built Customer Loyalty and Business Resilience During a Crisis
The company used social listening, engagement, influencers, and advocacy to strengthen brand awareness and loyalty throughout the COVID-19 pandemic—building the foundation for business recovery
With more than 380 hotels in more than 40 countries, Meliá Hotels International is the third-largest hotel group in Europe and the world’s largest resort chain.
When the COVID-19 pandemic struck in 2020, tourism and hospitality were among the hardest-hit industries. And while Meliá Hotels International was no exception, the company had an advantage that helped it mobilize its crisis management strategy quickly: a social-first communications model.
- 1.8M
-
engagements on social influencer posts
- 4x
-
return on social influencer campaign
- 6,500
-
social shares by digital ambassadors on Amplify