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