by Matt Alderton | September 13, 2016
Meliá Hotels International has nearly 40,000 associates interacting with guests at 370 hotels in 40 countries. To ensure that all of them deliver a consistent -- and unique -- guest experience, the Spanish hotelier has launched a global effort to design a new, cohesive "service culture" across each of its six brands, including Gran Meliá Hotels & Resorts, Meliá Hotels & Resorts, ME by Meliá, Paradisus Resorts, Innside by Meliá, Sol Hotels, and TRYP by Wyndham, it announced today.

Although most companies execute such projects internally, Meliá is taking a different approach by involving guests: This month, guests of each of its brands will be invited to help Meliá design what its service culture should look and feel like at every interaction by participating in brainstorming sessions in London and Miami.

"Rather than assume we know what guests want, we are inviting our guests to tell us. This will allow us to move beyond meeting the needs of our guests to anticipating them," said Alex Hugot, Meliá's vice president of global brand management. "The Spanish culture, a rich part of our heritage, is known the world over for its warmth and openness. It is our wish that every guest, at every one of the Meliá properties, would experience that culture with every visit."

Meliá has hired North America-based Bond Brand Loyalty to spearhead its service culture design.

"The experiences we talk about are the ones that create emotions. This is deeply human and it is why our customer experience work focuses on the interactions between a brand's representatives and their customers," said Bob Macdonald, president and CEO of Bond Brand Loyalty. "We applaud Meliá Hotels International for the work they have done on the entire spectrum of brand and customer experience, and we are exceptionally proud to be supporting them."