Meliá Hotels International continues to grow its reputation among customers all around the world. Proof of this is that TripAdvisor, the world’s largest travel review portal, has awarded its Certificate of Excellence to 175 company hotels, a figure which is increasing year after year and which is a demonstration of the positive experience and satisfaction of many thousands of customers with company hotels.

According to Gabriel Escarrer, Vice President and CEO of Meliá Hotels International, “we are making a very important effort to position our brands through differentiation, guest experience and the personalization of our service, all of which are attributes in high demand from modern travellers. The result of this effort is increasing customer satisfaction, and these awards are the maximum expression of their confidence.”

The hotel company’s repositioning strategy, involving the renovation and upgrading of numerous hotels, has driven an increase in customer satisfaction and an improvement in online reputation. An example of this is that the hotels the company has repositioned in Magaluf in Mallorca are currently all in the TripAdvisor top 10 for the destination. Another success story is the Gran Meliá Palacio de los Duques in Madrid, a fully renovated hotel and icon of luxury, which in a very short time has already reached the number 3 position in the TripAdvisor ranking for the Spanish capital.

Online reputation, increasingly influential in business performance

According to TripAdvisor, 85% of travellers are more likely to book a hotel with a Certificate of Excellence, safe in the knowledge that it enjoys a good reputation based on real guest experiences. While the impact of online reputation on the booking process is significant, one of the major challenges facing the hotel industry is to be able to measure its effect on business performance and revenue management.

For a number of years, Meliá Hotels International has been using the latest technology from Reviewpro to monitor and measure the reputation of its hotels and competitors in the most important travel review sites. In addition to analysing customer comments, the company has also been a pioneer in evaluating the impact of online reputation on hotel performance. The Revenue Optimizer tool allows it to analyse the reputation and RevPar (revenue per available room) of each hotel and their direct competitors to identify opportunities to improve results. This has allowed Meliá to continue to make progress in revenue management by understanding the positioning of its hotels to maximize their RevPar.

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