Redesigning the future of the accommodation experience

Meliá’s strategy is to adapt and continue leading the tourism sector in the modern digital environment. Digital transformation is not just about technology and sales channels, but also requires the adaptation of organizational structures, culture, skills, roles, systems, and processes to the new business environment.

Areas for improvement in enhancing the customer experience involve optimizing customer relationships at Meliá.

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Torresburriel Estudio conducted qualitative and quantitative research techniques that helped Meliá uncover the true behavior of its customers.

Additionally, various websites and platforms of Meliá were redesigned. The visual system for all products was first reviewed, followed by a broader initiative to simplify and modernize the tools for an improved experience.

Alongside these design efforts, internal design training was provided, and assistance was given in establishing an internal UX department.

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The new booking processes have been streamlined, focusing on facilitating the transaction while still providing the necessary information at the right moment. This provides users with quick access to the information they need while offering a wide and inspiring view of Meliá's accommodation options.

After undergoing a complete redesign process under our supervision, digital channels experienced significant annual revenue growth. This includes increases in market share and customer retention, as well as a decrease in customer acquisition and support costs.

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