Relaunching MeliáRewards

and creating real connection

Total Rebrand l The Story

MeliáRewards
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The story behind
our relaunch
MeliáRewards

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The reasons for relaunching

We need to make sure MeliáRewards works as hard as

possible for all our hotel brands

In particular, we want to encourage greater loyalty and

repeat stays among our guests .

We should also help all the Group’s hotels to increase their

proportion of direct sales.

Our competition are also investing a lot in updating their

own loyalty programs.

For these reasons, in late 2015 we decided to

update MeliáRewards and relaunch it.
MeliáRewards

1
What did we need to do?

We wanted to increase spend per member, encourage them

to move up to premium tiers, as well as attracting new
members.

That meant appealing to people emotionally – as well as

giving them points and benefits, we wanted to make them ‘fall
in love’ with us!

Because when our guests love us, that’s when you get true
loyalty.

At its heart, we made MeliáRewards about much

more than points –
we created emotional connection
 How did we create connection?

To create deeper emotional connection with our

members, we took inspiration from the idea of
the Spanish family.

Meliá Hotels International is a Family-run

company, and also a Family of hotel brands. And
MeliáRewards is the bond that holds these family
members together.
 
MeliáRewards invites people to join our family –
spending time with us, and feeling like they are
listened to.
 
And when members are a part of the family, it’s
easy to begin redeeming points for benefits.
Rewards and great experiences quickly become
enhanced and improved.
 
You always experience more when you’re one of
us.
 
What’s our way of saying this to people?

MeliáRewards:
Belonging Means More

(our tagline)
Belonging Means More
MeliáRewards

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We’re backed up by
strong fundamentals

To get to the idea of “Belonging Means More”, we

did thorough analysis.

We identified what really makes MeliáRewards

stand out – based on what our customers want.

These are the pillars supporting our tagline:

·Customer-centric
·We listen to our customers and place them and
their needs at the heart of what we do

·Accessible redemption
·Compared to our competitors, we offer more
possibilities for smaller, easier redemptions

·Emotional bond
·We exist to create connections between our
members, our hotels, and our employees… thus
generating loyalty
 Our values define what’s important to us

They are:

We also defined our key values. They give us Going further

a sense of purpose and remind us of what Spanish warmth
makes us different – both internally and
Closeness
externally
Our personality guides how we behave

We want to communicate and

behave consistently, in line with
our standards of excellence.

We defined these three

personality words as our guide:
Restless
Magnetic
Caring
MeliáRewards
clearly reflects and supports
the corporate pillars

PILLAR 1 PILLAR 2 PILLAR 3 PILLAR 4

Warmth & Conviviality Caring & Nurturing Little Extras Innovation
Our tagline is driving our internal
service culture
Belonging We can only create a true sense of belonging for our members Belonging
if our employees feel like they belong.
means more begins here
So it is vital to create an internal sense of belonging that is then
transmitted externally.

It is also a highly appropriate reminder that the origin of true

guest loyalty is in our employees and the outstanding hotel
experience they create.
Our work led to a fresh brand
identity, new image style and a
big relaunch campaign
Our brand identity reflects our sense of ‘belonging’

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Fresh brand
identity
2 New brand identity Logo
2 New brand identity Symbol
2 New brand identity Stationery
2 New brand identity Screenprinting on textile and card
2 New brand identity Chocolates
Our image style is fresh, contemporary, welcoming

3
New image
style
3 New image style
3 New image style
3 New image style
 4
‘Belonging Means More’
has been launched this year
with a high impact,
multi-phase campaign
4 Campaign phase 1
FAMILY YOUNG COUPLE SENIOR COUPLE BUSINESS
BRANDING BRANDING BRANDING BRANDING
4 Campaign phase 1

LONG VIDEO BRANDING

4 Campaign phase 1

SHORT VIDEO BRANDING

Family Couple

Business
4 Campaign phase 1
FAMILY YOUNG COUPLE SENIOR COUPLE
INFLUENCER INFLUENCER INFLUENCER
4 Campaign phase 1

SHORT VIDEOS INFLUENCER

Couple
4 Campaign phase 2

PRINT
4 Campaign phase 2

OOHH
4 Campaign phase 2
NON CLIENT WHITE BRAND
PROSPECTS MEMBERS PROSPECTS
4 Campaign phase 2

FAMILY YOUNG COUPLE BRAND GAY BUSINESS

PREMIUM TIERS PREMIUM TIERS PREMIUM TIERS PREMIUM TIERS BRANDING
4 Campaign phase 2

CAPSULES BY TARGET
4 Campaign phase 2

CAPSULES BY TARGET
4 Campaign phase 2

CAPSULES BY TARGET
4 Campaign phase 2

CAPSULES BY TARGET
4 Campaign phase 2

CAPSULES BY TARGET
4 Campaign phase 2

CAPSULES BY TARGET