We are listening to what customers tell us and improving our operational processes based on that.”
Ranghi tells us what the customer experience is like in all the phases of the customer journey, beginning before arrival at the hotel, as well as how new tools like the app will allow the customer to do everything with their mobile: order something, make a reservation, show preferences and more.
What is the greatest influence on the user ’s purchasing decision? Aside from main factors such as price, product and trust in the brand, there are recommendations and ratings from other users. Ultimately, the buying experience itself marks the beginning of the entire experience, in our case at the hotel. That’s why the Meliá group is working to improve the customer experience when visiting melia.com or downloading the new Meliá app. The main objectives of improving this first purchasing phase would be to establish the following: easy navigation, personalised content according to buying preferences, different payment options (cash, points, points + cash), comments
and ratings from other travellers and good customer service, like for example being able to chat with a specialised agent.
How has the guest experience evolved?
In recent years, the Meliá group has been dedicated to looking at how to improve transactional processes, to make them more simple and streamlined. For instance at checkin; MeliáRewards customers who make their reservations through our own channels (melia.com, the app or the Contact Centre) can now check in online 96 hours before the day of arrival, just like we do for flights. We want the customer to be completely autonomous, and to not even have to stop by reception (with the exception of countries where legislation requires this). Once this project is complete, the guest will be able to upgrade their room, enter in the details of the other guests, pay for the reservation, digitally sign the welcome document and obtain their digital key, provided the hotel has compatible locks. This is how Meliá is responding to the call to be ‘customer centric’: by listening to what customers tell us and improving our operational processes based on that.
What does the Meliá group’s app offer?
The new Meliá app will no longer be just a way to make and manage reservations at our hotels; it will also allow you to check in online and obtain the digital key for your room. During each guest’s stay,
they can use the app to chat with the hotel, make any kind of request or reservation and even order room service, as well as find out all the information about the hotel’s services.
In addition, on their
MeliáRewards profile, the guest will be able to manage all their personal information, loyalty points, frequent companions and preferences; link their credit/debit card to their profile; and save their favourite hotels.
In terms of new technology, what pilot projects are being tested out in hotels?
There are many, from the global consolidation of the reservation management systems at the restaurants and spas to the inclusion of a support feature for meeting planners in our app; from the ability to open doors with a digital key to the use of wearables that let guests pay in restaurants as well as open their hotel room doors, among many other projects. Innovation is a cornerstone of the Meliá group’s strategy.