Meliá and a new initiative to promote user-generated content


Meliá Hotels International, one of the most influential Spanish hotel groups in social networks, has announced the launch of its new marketing strategy based on user-generated content (UGC), with the aim of providing a more authentic communication in its various points of digital contact with consumers. The company, a world leader in the vacation hospitality segment, has chosen the Flowics platform as its technological partner for the implementation, worldwide and for all its brands, of this initiative.

Guests who visit the different hotels of the Meliá group worldwide publish tens of thousands of pieces of content on social networks every month, which convey in the most genuine and authentic way possible the experience of staying in these destinations. These pieces of content are now automatically managed on a large scale in an automated, cataloged way and, with the corresponding permission obtaining by the author, will become part of the new multimedia file and key asset for the Communication and Marketing strategy. After a successful pilot phase during 2018, Meliá Hotels International has started the implementation of this new project, supported on the Flowics platform, to all its brands and digital platforms, with initial focus on its websites and social networks.

In relation to this new milestone, Santiago Garcia Solimei, Global Director of Social Media for Meliá Hotels International, assures that “the content generated by users has become the best source of inspiration for other travelers, thanks to its authenticity and the confidence that generate For this reason, we have integrated it into our communication and social networks strategy to promote the discovery of new destinations, our hotels and brands “.

For his part, Gabriel Baños, CEO and Founder of Flowics commented “We are very excited about our partnership with the Meliá group and the results we have obtained since the launch of this initiative. The travel, tourism and hospitality segment has a great opportunity ahead, thanks to the growth of social networks and digital platforms, which give the consumer a voice and communication force never seen before”.