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News : Meliá Hotels International Named Best Digital Transformation Enterprise
Palma de Mallorca, Spain, June 2, 2016 -- Meliá Hotels International has been named "Best Digital Transformation Enterprise" at the Digital European Mindset Awards, which recognise the most innovative companies in customer experience, ICT management, and new digital business models.
The award was presented at the Digital Enterprise Show on May 26 in Madrid in recognition of the work done by the hotel company on digital transformation and its vocation to innovate and reinvent itself to maintain its leadership in a rapidly changing industry which creates risks for companies that do not adapt and great opportunities for companies that successfully do so, as Meliá is proving.
In 2014, Meliá Hotels International began its Meliá Digital project, a transformation on both a global and regional level to allow the Company to adapt to new environments and new business models in the travel industry.
According to Meliá, the key has been the cultural transformation that the digitalisation process is driving, affecting all of its processes, organizational structure, training systems, and relations with employees, investors and the owners of its managed hotels, affecting the entire value proposition of the company.
The most notable and immediate gains have been made in the new customer relationship model, designed as a genuine "customer journey" and ranging from the pre-trip experience through the trip itself, and ending with the post-trip experience. The key to success is the consistent personalization of the customer experience throughout the process: customer identification, product recommendation and personalisation, conversion and loyalty, all through the use of technology and advanced analytics.
All of this has been possible thanks to a partnership with Accenture Interactive, part of Accenture Digital, a market provider in consulting, technology and digital transformation, which has contributed its skills and experience in digital transformation in the hotel industry worldwide.
Posted by Veronica Silva Cusi, news correspondent
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Published: Monday, June 6, 2016