Melia relaunches loyalty scheme with new benefits

Melia International has relaunched its MeliáRewards loyalty programme with additional benefits.

The new benefits are divided into three programmes: “Get Value” – designed to make each member feel appreciated; “Be Free” – designed to ensure the programme is adapted to each individual member; and “Go First” – which aims to make memebrs feel they come first.

Additional benefits include a birthday surprise, free breakfast for a travel companion, free Wi-Fi in all hotels, discount coupons to be used during a stay, priority check-in at the hotel, online check-in, and free access to 700 airport lounges worldwide.

There is also a dedicated mobile app for the programme, which will allow members to earn and redeem MeliáRewards points during the booking process and spa treatments.

The group has also restructured the tiered programme – allowing guests to upgrade their membership levels based on the number of nights they stay, the amount they spend, or the points they earn.

There are now four different levels – MeliáRewards, MeliáRewards Silver, MeliáRewards Gold, and MeliáRewards Platinum.

Meliá Hotels International vice chairman and CEO Gabriel Escarrer said: “A loyal guest is the best reward we can receive for a job well done. At Meliá Hotels International we are working hard to innovate and improve the guest experience at our hotels.

“The loyalty programme is one of our most important levers as it allows us not only to improve guest satisfaction, but also increase spending in the hotel, encourage repeat stays and generate greater revenue. That’s why we want MeliáRewards to be an irresistible value proposition for our guests.”