Melia Hotels International Strengthens Online Reputation Worldwide

Published
19/06/2013

Since 2010 the company has used online reputation management analysis as part of its management system, and achieved an overall satisfaction index of 81.1% in 2012.

Melia Hotels International, the leading hotel company in Spain and one of the largest in the world, continues to strengthen its international reputation worldwide. The recognition of its brands and hotels, one of the key strengths of the company, has been further enhanced over the last year, as reflected in the award of the Certificate of Excellence by TripAdvisor to almost half of the current hotel portfolio.

The award is based on travellers’ views and comments about the hotels on TripAdvisor, and has been earned by hotels in all seven brands operated by the company in 22 countries on four continents. In Spain, the Certificate of Excellence was earned by all of the hotels in the Gran Melia luxury brand, corroborating the high standards of quality and service offered by this premium brand which saw the greatest improvements in satisfaction levels of the entire company hotel portfolio in 2012.

Online reputation management: an industry success story
Since 2010, Melia Hotels International has used ReviewPro software to proactively manage its online reputation and design improvements in the operations, sales, marketing and service quality departments. The tool helps detect and analyze the opinions of users from over 45 online sources, processing the results to calculate satisfaction levels for each hotel as well as the overall satisfaction level for the company, its brands and its competitors. In 2012 the overall level of satisfaction was 81.1%, representing an improvement of 1.2 basis points over the previous year.

The experience of the hotel company is reflected in a ReviewPro case study on the integration of analysis, business intelligence and competitive benchmarking in management processes and performance monitoring. In another pioneering initiative, the company also includes these quality parameters in the variable bonus calculation for hotel managers, emphasizing the importance of Internet user opinions.