Best Use of Technology
Sol House Hotels
Meliá Hotels International has been a pioneer in leveraging on social media as an integral part of the customer experience under its Sol House brand and Tweet Experience hotels
Sol House is founded on a new customer-experience dimension; its 100% socially-friendly hotels aimed at millennials that use social media in their day-to-day are a pioneer leisure offering.
The first hotel of the brand was the Sol Wave House (Mallorca, June 2013). In its quest to differentiate itself from competing hotels, Sol Wave House reinvented the concept of customer experience for guests whose way of life involved staying connected. The hotel has a premium Wi-Fi service that allows guests to connect with each other. The hotel team includes a Tweet Concierge in charge of “listening” and responding to guest requests on social media. In addition, it also has special rooms for “Tweet parties” (#TweetPartySuite).
70% of guests are active on social networks during their stay, 68% in contact with their relatives and friends, and 60% sharing photos and videos. During the pilot project, Sol Wave House also provided customer service through Twitter and redefined the experience from the point of view of the guest. For example, room service is managed through the hashtag #FillmyFridge, #BaliBed allows bookings for Bali beds and #SolHouseTaxi sets up an order for a taxi. This customer relationship process has led to a 55% increase in bar profits, 95% customer satisfaction and more than 1,800 followers and a large number of trending topics.
The resounding success of the Tweet Experience has led to the extension of the idea to other brand hotels. In 2015, the company introduced the concept in the Sol House Mallorca and Sol House Costa del Sol, and also created the #IWannaBeTheConcierge project to recruit the new Tweet Concierges. One of the most important aspects of the project was the involvement of staff through a training programme called Staff Engagement.
In 2016 the concept was extended to the Sol House Ibiza (Spain), Sol House Taghazout Bay (Morocco) and Sol House Legian(Indonesia).
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