Published on : Tuesday, June 7, 2016
In 2014 Meliá Hotels International began the Meliá Digital project, a comprehensive transformation on a global and regional level to adapt to the new environment and business models in the travel industry. Meliá has been a leader in online development in the industry for many years, and it was the first European hotel chain to offer online bookings in 1997. Ever since then, digital technology has continued to advance, and is no longer just an option for the Company. It is essential that we adapt to changes in the environment and maintain our leadership.
Thanks to the successful focus on the Meliá Digital project developed together with Accenture Interactive, a leader in consulting, technology and digital transformation, Meliá Hotels International has been named “Best Digital Transformation Enterprise” at the European Mindset Digital Awards 2016, which recognize the most innovative projects in the fields of customer experience, ICT management, and new digital business models.
To share our experience and the vision of a leading pioneer in digital development in Spain, the Senior Vice President of Sales at Meliá Hotels International, Jose Maria Dalmau, took part a few days ago in a major meeting hosted by the Economic Circle of Catalonia, with a brilliant presentation on business transformation in the Digital Era.
Dalmau analysed the influence of the digital paradigm on different sectors, highlighting how utilities and industry suffer a lesser degree of influence of digital technology in their business models, while technology companies, media and financial services, among others, have a high penetration and major dependence on digital. The hotel business – he explained – combines a hybrid experience between physical and digital.
From the point of view of e-commerce, the travel industry and fashion are the most affected by digital phenomena, and in 2015 travel reached a turning point when online sales were greater than offline or traditional sales for the first time in history. However, for the Meliá executive, companies that aim to compete in the new digital world have to go much further. For a long time companies have focused on digital development primarily as a powerful sales tool or a new marketing model, but we now know that the digital transformation has to involve organizational structures, processes, people, and culture.