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MarketScreener Homepage  >  Equities  >  Bolsa de Madrid  >  Melia Hotels International    MEL   ES0176252718

MELIA HOTELS INTERNATIONAL

(MEL)
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Melia Hotels International : Closes the Gap between Content, Loyalty and Sales With Traackr's Leading Influencer Marketing Capability

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06/20/2017 | 05:39am EST

Global hotel group, Melia Hotels International has appointed leading enterprise influencer relationship management software provider, Traackr, to drive an overhaul of its social strategy across the group's brands. Through Traackr, Melia Hotels International will launch an entirely new approach to hospitality marketing. The group will revamp and restructure its social media efforts and investment around a sophisticated multi-layered global influencer marketing program, with content 'co-creation' central to its marketing strategy going forwards.

The influencer program will deliver distinct communications and brand deliverables tailored to its brands including ME, Paradisus, Gran Melia, Meliá Hotels and Resorts, Innside, and Sol.

In line with what it calls 'The Age of Total Interaction' between brand and consumer, Melia Hotels International will engage the most appropriate social voices with whom to partner, co-create, measure and fine-tune brand content supported by Traackr's leading identification, management and 'I3' measurement capability. The aim is to achieve and build relevance, resonance and authenticity for its brands through user generated content that communicates 'personal experience' as priority.

Working hand in hand with its influencer network Melia Hotels International will open the doors of its hotels, granting total access and freedom to its influencer partners. By enabling live video posts and reporting, photography, filming, reviews, interviews and the communication of a totally personal experience across the influencer's social channels.

The move heralds a new approach for Social Media for the group,complementing its Global Brand Marketing strategy.

Melia Hotels International has recognized that today the consumer purchase journey is driven by peer-to-peer recommendation and that authenticity of personal experience is now critical to the sector. As a global enterprise it also understands the importance of cultural nuance and that working with local influencers across the globe enables it to achieving impact geographically and critical 'glocal' presence.

Traackr's newly launched first of a kind 'I3' measurement and analysis capability was a critical factor in Melia Hotels' decision to launch its global influencer marketing program. I3 is a powerful integrated influencer intelligence technology that enables brands to quantify the value of influencer relationships, and benchmark their influencer programs in the marketplace. Where, traditionally marketers have been severely limited in their ability to correlate influencer activity with strategic objectives, Traackr's I3 aggregates vast amounts of influencer content across all major platforms, layering rich engagement data over influencer activity to enable measurement and show how an influencer's audience is interacting with their content.

Santiago Garcia Solimei, Global Director of Social Media at Melia Hotels, International says, 'Traackr's forward-thinking influencer relationship management technology will enable us to innovate and build efficiencies to our Social Media program. I3 in particular will support us in delivering on our mission to build and maintain deeper relationships between our hotel brands and their audiences.'

'Influencer and user generated content is paramount to our Global Brand Marketing Strategy allowing us to amplify our Brands ´more powerful stories in a format that is more noticeable to our consumers' says Tony Cortizas, VP Global Brand Marketing at Meliá Hotels International.

'We are delighted to be working with one of the world's leading names in global hospitality. Traackr's customers can now quantify the value of influencer relationships and make intelligent, data-driven decisions on where to allocate more resource as they go', says Ian Baynes, VP EMEA Sales, Traackr.

Meliá Hotels International SA published this content on 20 June 2017 and is solely responsible for the information contained herein.
Distributed by Public, unedited and unaltered, on 20 June 2017 09:39:07 UTC.

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Financials (€)
Sales 2018 1 836 M
EBIT 2018 202 M
Net income 2018 130 M
Debt 2018 626 M
Yield 2018 1,85%
P/E ratio 2018 16,11
P/E ratio 2019 15,38
EV / Sales 2018 1,44x
EV / Sales 2019 1,36x
Capitalization 2 010 M
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Mean consensus OUTPERFORM
Number of Analysts 16
Average target price 11,7 €
Spread / Average Target 34%
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Managers
NameTitle
Gabriel Juan Escarrer Jaume Vice Chairman & Chief Executive Officer
Gabriel Escarrer Julié Non-Executive Chairman
André Philippe Gerondeau Chief Operating Officer
Maria Del Pilar Dols Company Chief Financial Officer
Sebastián Escarrer Jaume Director
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