25% of visits to melia.com now come from smartphones and tablets, a trend that requires the company to adjust its serviles to new consumer demands. Meliá Hotels International continues to innovate in the development of its distribution channels and following on from the redesign of its melia.com website has now created a new version for mobile devices with a full redesign of its image and functions to improve user experience.
Mobile visits to travel sites have doubled in the past year and in 2014 the use of mobile devices to access the Internet is expected to exceed that of desktop computers. “With this change in consumer preferences, it is essential that we adapt and respond to our customer needs” says David Wright, Global Director of Distribution at Meliá Hotels International. However, in spite of the fact that the tourism and travel industry has the highest number of mobile sites, satisfaction rates are very low. “Mobility refers to the person, not the technology, and this approach is fundamental in designing a product that exceeds user expectations in the mobile environment. Having too many features can be as dangerous as cutting back on them, so the real challenge is to ensure that our user has the same experience across all platforms”.
Meliá has used the latest technologies offered by mobile devices to include new features in its mobile website, such as an availability search for the nearest hotels. It has also renovated the website look and feel, paying great attention to the image of each of its brands as well as the photos of the hotels. It has also added new funtionality for its MeliáRewards loyalty programme, allowing members to view their account and make bookings or redeem their points.
App for MeliáRewards
As well as the new mobile website, Meliá (melia.com) has also recently launched a MeliaRewards application for iPhone and Android. ”In this first version, as well as all the searching and booking features, the MeliaRewards app also allows users to store their loyalty card on their phone, just like the passbook app (application to store coupons, boarding passes and other forms of mobile payment) for iPhones”, says David Wright. “Plus, we are also developing applications for individual hotels which will help customers find their way around the hotel, for example find and book a restaurant or the spa, or even find another guest interested in taking part in an activity or sport, such as tennis, aiming to improve our customer service within the hotel itself”.