Meliá Hotels: How Social Media Is Fueling the Brand’s Global Revenue Growth
Last month, Meliá Hotels International, the Spanish hotel chain with more than 350 hotels in 40 countries, announced that it achieved a 1.7 percent improvement in RevPAR performance globally last year. During that same period, the company’s global sales increased by 9.7 percent, which, for a hotel company that size, is impressive by any measure.
Much of the credit belongs to Meliá’s advanced digital marketing activities, including its social media activities. Approximately 60 percent of the hotel brand’s global revenues are now digital. More than 12 percent of the online traffic to Meliá’s booking website stems from the brand’s presence on Facebook and Instagram. In certain regions, such as EMEA, that number is as high as 17 percent.
Given these statistics, it’s clear that social media has become an immensely valuable channel for Meliá Hotels, perhaps just as valuable as the hotel brand’s own website in terms of originating business and driving traffic that ultimately translates into bookings and sales revenue.
InterContinental Prepares to Launch “The World’s First 5G Smart Hotel”
Buckle your seatbelts. the next generation of mobile internet connectivity, 5G, is coming to hotels. Or, for now, at least to one hotel in China.
While the United States and other countries have imposed certain restrictions that may delay 5G adoption, other countries, including China, aren’t wasting any time in embracing the 5G network. The InterContinental Shenzhen, which also has the distinction of being the first 5-star Spanish themed hotel in China, is the first hotel property to deploy 5G.
The hotel announced this week that it has signed a strategic cooperation agreement with Shenzhen Telecom and Huawei to create what is being aptly called “the world’s first 5G smart hotel.”
Vietnamese Hotel Brand Becomes the Latest to Adopt Facial Recognition Technology
In two different Marriott hotels in China, guests now have the ability bypass the traditional check-in process at the front desk and use a kiosk, instead. In less than a minute, facial recognition technology based on artificial intelligence (AI) scans their face, identifies them and issues a personalized key card.
Facial recognition technology, which is achieved by comparing a scanned image with the faces contained in a database, matching them based on facial features and skin textures, is becoming increasingly prevalent in the hotel industry. There is no doubt that the technology can help hoteliers make many processes more efficient and also enhance security.
In particular, facial recognition technology allows for queues to be reduced, check-ins to be automated, and hotel security measures to be more comprehensive and reliable.
Now a 5-star hotel in Vietnam is following suit, becoming the first resort, hotel and entertainment system in the country to adopt facial recognition technology with the goal of improving the guest experience.
Hotel Technology News, published by Starfleet Media, is the hospitality industry’s premier source of information and insights related to technology innovation at the world’s leading hotels and resorts.
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