Meliá: Bringing clarity and focus to a hospitality giant

For the past four years and across a number of individual projects, Spanish hotel group Meliá has worked with SCB Partners as a research and strategic partner, enabling the company to clarify its customer journeys and brand positioning in light of a rapidly changing hospitality market.

Challenge

Spanish hotel group Meliá has worked with SCB Partners as a research and strategic partner on over 10 individual projects within the last two years, which in turn has enabled the company to clarify its customer journeys and brand positioning in light of a rapidly changing hospitality market.

Approach

In each project, we embarked on a process of discovery, using in-depth interviews with both client stakeholders and customers to uncover further opportunities for each brand within the portfolio to strengthen its communications both internally and externally by defining its positioning and values. This enabled the development of the core positioning for each brand under the Meliá parent portfolio, providing the framework, pillars, values and differentiators within which the essence of each brand is established.
Using a combination of qualitative methods, elevated by the brand’s annual brand tracker survey findings, Meliá Hotels International has identified opportunities to strengthen how each of its brands are communicated and experienced externally. LuxHub has provided the company with tactical guidance on marketing initiatives that communicate each of the individual brands distinctive guest interactions in order to further drive brand familiarity and customer loyalty.