MELIÃ HOTELS INTERNATIONAL 

BACKGROUND

When managing hundreds of hotels across Europe, the Americas, Asia, and Africa, visibility and discoverability are crucial. Meliá Hotels International—headquartered in Palma de Mallorca, Spain—sought a more data-driven strategy to reach planners, compete effectively, and convert demand into high-value group bookings across its global footprint.

To strengthen its MICE sales strategy, Meliã adopted Cvent’s targeted digital advertising and business intelligence tools alongside a robust Cvent Supplier Network (CSN) presence to connect with planners at the right time and make smarter, faster decisions across regions and brands.

Meliá turned to Cvent’s targeted digital advertising and business intelligence tools to transform its presence for planners and its performance in the MICE market. Meliã utilized Cvent to enhance global visibility, make informed decisions, and convert planner interest into tangible growth.

CHALLENGE

Building online visibility, developing and consolidating the group sales strategy

Meliã Hotels International offers a diverse range of attractive venues for meetings and events. But being present in the market wasn’t enough. Planners needed to find hotels easily, and the sales team needed a more effective way to capture their attention. This is easier said than done, though, with the rise of remote work. “One of the biggest challenges is that the world has changed. Meeting planners used to be under the same roof. This is not happening anymore. It’s not that easy to reach them.”

That lack of visibility wasn’t the only hurdle. Internally, Meliã’s sales process felt fragmented. Teams were using multiple tools, and there was no central source of truth regarding performance or planner engagement. “We need to give to all the hotels and all the owners the best IT developments that exist in the market. We manage different systems, with different sources of information. None is necessarily connected through them.”

Data was the missing piece. Without it, the team couldn’t clearly see where leads were coming from, how they were converting, or how their hotels compared to the competition. To drive more qualified RFPs, improve internal alignment, and make smarter decisions across regions and brands, Meliã needed a more strategic approach and a partner that could help them pull it all together.

SOLUTION

Using Cvent technology to attract quality RFPs and monitor and improve performance

Meliã turned to Cvent not only as a platform but as a strategic partner for MICE performance—focusing on visibility, conversion, and data-driven decision-making at scale.

RESULTS

Increasing RFP volume and quality, improving decision-making, and engaging planners

Since adopting Cvent, Meliã Hotels International has seen measurable improvements across both visibility and performance. The team has not only increased interest but also converted it more efficiently by sharpening their internal processes. At the same time, operational efficiency made significant strides. The biggest win was a smarter, more connected sales strategy that drives results without adding complexity. 

BEST PRACTICES

Hotel chains, regardless of their size and scale, need to monitor the market in various locations and adapt to changing demands and patterns. With numerous factors that can influence rates, booking windows, and responses, chains require a comprehensive view of their properties and a method to help all of them succeed. Other hotel chains can also use these strategies.