Meliá Hotels International is one of the largest hotel business in the world.This home of brand names operates over 90,000 rooms throughout 377 hotels worldwide under its 7 brand names: Gran Meliá Hotels & Resorts, Paradisus Resorts, ME by Meliá, Meliá Hotels & Resorts, Innside by Meliá, Sol Hotels & Resorts and TRYP by Wyndham. Its portfolio is complemented by its worldwide shared & vacation membership Meliá Club.I consulted with Santiago Garcia Solimei, Global Director of Social Network, Meliá Hotels International to better comprehend how this resort and city hotel operator deals with influencers internationally at a businesslevel.The interview checks out how the firm has built an influencer system robust sufficient to enhance investments, enhance performances, adhere to regulations and share best practice throughout 43 nations on four continents. At the same time, it’s a system adequately versatile to adapt its technique to fulfill the differing requirements of its seven brand identities. Santiago Garcia Solimei, Global Director of Social Network, Meliá Hotels International oversees influencer marketing for the resort and city hotel operator. [SG] What drives Meliá Hotels International to

use influencer marketing? [SGS] About 11%of traffic to our reserving website< a href= data-rt-link-type=external target=_ blank > originates from social. A growing number of individuals are connecting to social networks channels to discover brand-new hotels and to discover destinations.So not just do we have to

exist on social, however we have to be present with actually great material and the way to Each market has its own particular guidelines, regulation and different digital behaviours.We’re organized by areas. Each area has its own yearly conference. Social network always has a slot at these conferences. So a minimum of once a year, we have the opportunity to get in front of the basic supervisors of any particular area and really offer them an upgrade on trends, method, and various jobs. The basic manager is responsible for passing on the details to their team.Face-to-face knowledge sharing is increased with online training and a social media ambassador plan. There are also bootcamps and there’s a company online website where employees can share their concepts with their peers.Providing updated training is a challenge provided how quickly social networks is evolving. We’re looking into offering full online training which covers our influencer marketing method. The hotel group just pays influencers for particular involvement, for DJing, art interventions, or Ted Talks. The decision wases established on a belief that this technique results in more effective and genuine content as well as a long-lasting relationship of brand advocacy.example [SG] What influencer marketing activation are you specifically proud of? 2017 marked the 10th anniversary of ME By Meliá. To commemorate this landmark

we devised an always-on, year-long global project across all the ME by Meliá hotels and markets. Our aim was to educate audiences about the brand and to commemorate the first years in a way that reflected the ME vibe.

We held occasions at ME Miami, ME Madrid, ME London, ME Mallorca, ME Ibiza, ME Cabo and ME Milan. These events drove traffic to the brand name channels and web content center where all event-related material is hosted.Campaign outcomes for the 10

Years of Me were phenomenal on social networks. Material created from the Milan occasion, for example, produced a 30% engagement rate. For that occasion held last December we combined the glamour and exclusivity of ME by Meliá with the unique worths of Milan: Style, design and gastronomy.Influencers were provided makeup and hairstyling make-overs by expert stylists. They were then provided top quality devices to complete their brand-new look.We likewise showcased the

city’s architecture and gastronomy legacy before hosting a party on our rooftop bar giving influencers the best opportunity to take and release photos of the sun setting behind the Milan skyline.The project was a success. The hashtag # 10YearsofME was utilized 1,346 times throughout the year on Instagram. It created 1.36 M likes and talks about the platform. In total we achieved 3.5 M content engagements on all promoted posts.About Scott Guthrie