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News : Accenture and Meliá Hotels International Develop Digital Transformation Strategy
Palma De Mallorca, Spain, Aug 3, 2016 -- Accenture (NYSE:ACN) has collaborated with Meliá Hotels International (NYSE: MEL) to implement a new digital transformation strategy, which helped increase direct sales , achieve direct sales revenue, and add registrations to its re-launched Meliá Rewards program.
Accenture Interactive combined its digital marketing and commerce expertise with hospitality industry experience from Accenture Travel to build and implement a new digital transformation strategy at Meliá Hotels International, a hotel company in Spain and Europe. This initiative was called Be More Digital. Together the companies implemented a range of digital solutions and services for the hospitality industry that helped improve the effectiveness of direct sales channels, spanning web, mobile and call centers.
This strategy has set customer personalization as a top priority for all digital sales channels and touches every stage of a customer’s experience – from booking to staying with the hotel group and beyond.
José María Dalmau, vice president of Global Sales and Marketing at Meliá Hotels International, said: "This digital transformation is strategically important to the growth of our robust hotel, resort and vacation club property portfolio. We’ve not only already achieved impressive results but are forecasted to deliver even stronger numbers. With Accenture’s help, direct sales increased 27 percent in the first year of implementation and are expected to grow on a 30 percent basis over the next three years. We serve every customer with content personalized just for them to build stronger one-on-one relationships, nurture loyalty and drive an increase in direct sales at every digital touchpoint."
Mercedes Oblanca, managing director, Accenture Travel, said: "We are pleased to have helped Meliá Hotels International advance its digital agenda in the hospitality industry. A recent Accenture survey revealed that 66 percent of guests consider several hotel companies and visit several websites before booking, so optimizing the performance of a hotel’s digital channels is critical for reaching the right guest with the right message at the right time and place."
Posted by Veronica Silva Cusi, news correspondent
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Accenture is a global management consulting, technology services and outsourcing company. Accenture collaborates with its clients to help them become high-performance businesses and governments. With deep industry and business process expertise, broad global resources and a proven track record, Accenture can mobilize the right people, skills, and technologies to help clients improve their performance.
Published: Monday, August 8, 2016