Log in
E-mail
Password
Remember
Forgot password ?
Become a member for free
Sign up
Sign up
New member
Sign up for FREE
New customer
Discover our services
Settings
Settings
Dynamic quotes 
OFFON

MarketScreener Homepage  >  Equities  >  Bolsas y Mercados Espanoles  >  Melia Hotels International    MEL   ES0176252718

MELIA HOTELS INTERNATIONAL

(MEL)
  Report
SummaryQuotesChartsNewsRatingsCalendarCompanyFinancialsConsensusRevisions 
SummaryMost relevantAll NewsPress ReleasesOfficial PublicationsSector news

Melia Hotels International : Announces A Challenge For University Students All Over The World To Co-Create Its Tik-Tok Social Media Strategy With The Next Generation Of Travellers

share with twitter share with LinkedIn share with facebook
07/28/2020 | 08:29am EDT

Melia Hotels International Announces A Challenge For University Students All Over The World To Co-Create Its Tik-Tok Social Media Strategy With The Next Generation Of Travellers.

The hotel company will work with the UNWTO World Tourism Students League, whose members include 59 universities from all over the world, to design its debut in Tik Tok, the fastest growing social media app in the world, particularly among younger people

A new generation of digital native users is already socially active in the digital environment and setting the pace for new trends. The millennial generation has given way to generation Z, a new audience that Melia Hotels International aims to attract to help build brand recognition and notoriety.

The hotel company has been a market leader in social communication in the Spanish travel industry for many years, and has now scheduled its imminent debut in Tik Tok, the social media app that has been extraordinarily successful among younger users. The move will make the company a pioneer in the international travel industry with a strategic presence in this new channel.

Melia also aims to involve users themselves in the development of its new social strategy to ensure it is in line with the motivations and expectations of this new audience. Thanks to its collaboration with the UNWTO Student League, the hotel company has announced the challenge of the grand final for students of the finalist universities of Tourism or Hospitality, from Indonesia, Vietnam, Switzerland and Mexico, to help design its launch in Tik Tok.

The teams in each of these universities have to respond to the Melia challenge, which involves creating a Tik Tok strategy to increase brand recognition among people said to be part of 'Generation Z'. Each proposal will be assessed based on its innovativeness, originality, ease of implementation or contribution to objectives, among other factors, to generate a scoring system and ranking. The winning team will be invited to develop a pilot project for its strategy in one of the company's hotels in Mallorca.

This 'ideas laboratory' is a further boost to the digital transformation of Melia and also employs 'co-creation' as the basis for successful communication with this new audience, known as being first the true digital natives. 'Trends are constantly emerging in social media, and that means we have to be in a constant process of reinventing ourselves. That's why we believe that bringing the new generations into our creative process is essential to ensure we offer content which is relevant for the audience through the appropriate channels' explains Santiago Garcia Solimei, Head of Social Media at Melia Hotels International.

?Tik Tok was founded in China as a platform to create and share short videos. Almost 70% of its users are young people between the ages of 15 and 22, and its popularity has grown significantly over the last year and it now has more than 800 million users. 'For us - according to Santiago Garcia Solimei - this new platform is undoubtedly an opportunity to connect with the next generation of travellers.'

For its part, the UNWTO World Tourism Students League is the largest and most important collection of travel and tourism talent, home to some of the best minds of the future and a source of innovative solutions. The League works together with innovative and committed companies to involve and empower the most talented youngsters in the industry.

Zurab Pololikashvili, the UNWTO Secretary General, indicated that 'as tourism recovers, the industry will need new ideas and leaders to become better and stronger. This competition will help connect with the next generation of travellers and tourism and travel leaders. It also emphasises the importance that innovation and technology will have in creating jobs and opportunities for all when we begin to travel again.'

Follow Melia Hotels International on Twitter @MeliaHotelsInt and Facebook meliahotelsinternational.

www.melia.com

(C) 2020 Electronic News Publishing, source ENP Newswire


share with twitter share with LinkedIn share with facebook
All news about MELIA HOTELS INTERNATIONAL
07/30MELIA HOTELS INTERNATIONAL : Spain's Melia Hotels in the red after pandemic resu..
RE
07/28MELIA HOTELS INTERNATIONAL : Announces A Challenge For University Students All O..
AQ
05/26Stocks rally, S&P 500 crosses 3,000 barrier; oil gains
RE
05/26Stocks rally, S&P 500 crosses 3,000 barrier; oil gains
RE
05/26Stocks rally, S&P 500 crosses 3,000 barrier; oil gains
RE
05/12BUREAU VERITAS : Melia Hotels International Presents 'Stay Safe With Melia'; A P..
AQ
04/20MELIA HOTELS INTERNATIONAL : To Reward 10,000 Healthcare Workers Combatting COVI..
AQ
03/05CANCELLED BOOKINGS, EMPTY ROOMS : coronavirus takes toll on tourism
RE
03/03MELIA HOTELS INTERNATIONAL : Statement On The Novel Coronavirus
AQ
2019MELIA HOTELS INTERNATIONAL : Offers A Sustainable Driving Experience For Guests ..
AQ
More news
Financials
Sales 2020 743 M 880 M 880 M
Net income 2020 -418 M -495 M -495 M
Net Debt 2020 2 037 M 2 414 M 2 414 M
P/E ratio 2020 -1,62x
Yield 2020 0,70%
Capitalization 662 M 786 M 785 M
EV / Sales 2020 3,63x
EV / Sales 2021 2,15x
Nbr of Employees 10 705
Free-Float 41,3%
Chart MELIA HOTELS INTERNATIONAL
Duration : Period :
Melia Hotels International Technical Analysis Chart | MarketScreener
Full-screen chart
Technical analysis trends MELIA HOTELS INTERNATIONAL
Short TermMid-TermLong Term
TrendsNeutralBearishBearish
Income Statement Evolution
Consensus
Sell
Buy
Mean consensus HOLD
Number of Analysts 18
Average target price 4,40 €
Last Close Price 3,01 €
Spread / Highest target 246%
Spread / Average Target 46,0%
Spread / Lowest Target -0,33%
EPS Revisions
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
María Antonia Escarrer Jaume Executive Director
Sector and Competitors
1st jan.Capitalization (M$)
MELIA HOTELS INTERNATIONAL-61.70%799
MARRIOTT INTERNATIONAL., INC.-36.54%31 163
HILTON WORLDWIDE HOLDINGS INC.-19.24%24 839
INTERCONTINENTAL HOTELS GROUP PLC-16.86%10 206
ACCOR-42.04%7 369
HYATT HOTELS CORPORATION-37.99%5 627