Latest news with #MEbyMeliá
Yahoo
01-08-2025
- Business
- Yahoo
ME by Meliá debuts in Portugal with ME Lisbon
Meliá Hotels International brand ME by Meliá has made its debut in Portugal with the opening of ME Lisbon. The property has been designed by João Paciência studio and interiors by Broadway Malyan. The hotel exhibits a collection of Portuguese art curated by Guta Moura Guedes and includes pieces from renowned artists such as Fernanda Fragateiro and Sunny by Silva!, René Cruz Tavares, and more. With 213 rooms and suites, ME Lisbon provides views ranging from Eduardo VII Park treetops to São Jorge Castle and the Tagus River, stated Meliá Hotels International. Its Ultimate ME+ Suite offers a 107m² space along with premium ME+ services. The hotel has a 6m-high lobby area, a rooftop terrace and two dining venues, and a spa with amenities such as a heated indoor pool and Turkish bath, dry sauna, and gym ME Lisbon general manager Gonçalo Gonçalves said: 'Lisbon is a city of stories, creativity, and reinvention - a perfect match for the spirit of ME by Meliá. 'With ME Lisbon, we've created not just a hotel, but a new cultural landmark that brings together architecture, design, gastronomy, and lifestyle in one magnetic destination.' Recently, Meliá Hotels International launched its ME brand in Andalusia, Spain, with the opening of a new property in Marbella following a €20m ($23.58m) renovation. "ME by Meliá debuts in Portugal with ME Lisbon" was originally created and published by Hotel Management Network, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site.
Campaign ME
27-05-2025
- Business
- Campaign ME
Guest loyalty in hospitality: turning stays into relationships
In today's increasingly competitive hospitality market, loyalty is no longer secured through transactional offers alone. Guests are not just looking for rewards – they are seeking relevance. With evolving expectations around personalisation, timing, and cultural context, hotels must rethink how they communicate with returning guests across the entire customer journey. Loyalty programs remain a valuable tool, but their effectiveness depends on how well they are integrated into a personalised, data-informed marketing strategy. Messaging that resonates at every touchpoint, before, during, and after the stay, is now key to turning occasional guests into long-term brand advocates. Personalisation: Where loyalty begins Personalised loyalty programs begin with a deep understanding of guest data. This includes booking behaviour, spend patterns, stay history, and even lifestyle indicators. As Moldstud notes, personalised rewards can increase purchase frequency by up to 30 per cent, a clear indication of the value of tailoring offers to the individual. Recognising milestones like birthdays or anniversaries with curated messages or offers adds emotional weight to communications. Similarly, aligning rewards with preferences, spa credits for wellness-focused guests, or F&B offers for frequent diners, can drive stronger engagement. Technology plays an essential role in scaling these efforts. Artificial intelligence and machine learning allow marketers to analyse large volumes of guest data in real time, enabling the timely delivery of relevant offers. Mobile apps and digital platforms further support seamless communication and reward redemption, providing guests with convenient, intuitive access to loyalty benefits. Regional adaptation: The importance of cultural relevance In the Middle East, personalisation also includes cultural and contextual relevance. Guests in the region often expect experiences that reflect not only individual preferences but also local values and traditions. Integrating these expectations into loyalty programs can strengthen brand affinity. For example, guests at ME by Meliá can now earn Skywards Miles when dining at Central or booking spa treatments. This approach shows how hospitality brands can merge cultural insight with data intelligence to drive deeper engagement and loyalty. Targeted promotions informed by guest history Effective loyalty marketing also requires relevance in timing and message. By leveraging guest history, such as frequency of spa bookings, room type preferences, or length of stay, hotels can segment guests and deliver promotions that feel timely and specific. If a guest often books wellness treatments, offering a targeted discount on their next spa visit makes the message more likely to convert. According to industry research, personalised offers can boost conversion rates by up to 60 per cent. But execution matters: sending messages at the right moment, such as during the pre-arrival phase or post-checkout, can greatly influence engagement. Other best practices include behavioural segmentation, dynamic pricing tied to loyalty status or booking history, and cross-promotions with local businesses. These not only elevate the guest experience but also open up new revenue channels. Acknowledging emotional moments, like the anniversary of a first stay, can also enhance loyalty. Simple gestures like a personalised note or exclusive dining voucher tied to a milestone help move loyalty from transactional to meaningful. Exclusive benefits and tiered engagement Loyalty is further reinforced through personalised perks that reward repeat behaviour. Complimentary upgrades, flexible check-in options, or curated amenities linked to past preferences offer tangible demonstrations of guest recognition. When supported by AI and data analytics, these perks can be tailored more precisely. For example, guests who consistently choose higher-category rooms may be offered early access to suite upgrades. Those who frequently dine in-house could be rewarded with priority reservations or bespoke tasting menus. Incorporating tiered benefits into a loyalty structure is another effective strategy. Guests unlock increasingly exclusive perks as they progress through levels, with each tier reflecting a deeper relationship with the brand. These tiers should not only reward spend but recognise behaviour and engagement patterns as well. The value of timely, relevant messaging on loyalty When loyalty programs are aligned with personalised, context-aware messaging, they become more than marketing tools, they become relationship builders. Guests who feel seen and understood are more likely to return, and to advocate for the brand among their networks. With AI-driven platforms, mobile integration, and data analytics, hotels now have the tools to deliver loyalty messaging that is immediate, relevant, and aligned with guest expectations. As Mews notes, the more personalised the experience, the more likely hotels are to delight guests and keep them coming back. In the Middle East's competitive hospitality landscape, where loyalty is influenced by service, storytelling, and cultural nuance, hotels that balance technology with human insight will be best positioned to build relationships that last beyond a single stay. By Gyunay Alieva, Director of Marketing and Sales at ME by Meliá Dubai.
