Melia Presents Its New TikTok Channel Together With an Expert on Luxury as Part of Its Digital Positioning and Content Amplification Strategy.

The hotel company makes its debut on the site together with the influencer Marcos Toscani, who has been named Melia TikTok Luxury Expert and will tour the company's most spectacular hotels

Luxury experiences, dream destinations and the best dining experiences you could ever imagine. This will be the common thread for the content that Melia Hotels International will share on its new @meliahotels channel on TikTok, the short-form video platform that has the youngest user base of all social media, mainly from the so-called generation Z.

Together with the content creator Marcos Toscani @expertoenhoteles, focused exclusively on luxury hotels and with almost 400,000 followers on TikTok, Melia has launched the new channel with a strategic focus on its luxury products. Hotels such as Gran Melia Iguazu (Argentina), Paradisus Grand Cana (Dominican Republic) or ME Cabo (Mexico) are among the first hotels chosen by Marcos. Other iconic destinations will be added in the near future. Toscani has been named the Melia TikTok Luxury Expert, the company's first ambassador on TikTok, after also being named Visit Mexico's first luxury tourism ambassador in 2020. His podcast 'Hotel Expert' became the most popular podcast about hotels in Spanish only weeks after its launch.

'After several years building up the positioning and recognition of our brands in the key social media, we are very proud to have taken a fundamental step to connect with a new generation of travellers with an innovative and immersive new channel. Through the critical eye of our TikTok Luxury Expert Marcos Toscani, a connoisseur of the world of luxury, our followers will be able to discover the most select experiences in our hotel portfolio,' declared Santiago Garcia Solimei, Head of Global Social Media & Brand PR at Melia Hotels International.

'As a Hotel Expert, my goal has always been to experience and show first-hand the best luxury hotels in the world, and I'm very excited to start this partnership with Melia, where I have already started to choose their most amazing hotels, suites and experiences. TikTok is the top emerging platform and is seeing surprising growth, and I'm really happy to be able to bring my point of view to a hotel chain that I admire and that is always one step ahead, this time in my new role as Melia TikTok Luxury Expert,' said Marcos Toscani, Expert in Hotels.?

With its debut on TikTok, Melia becomes one of the pioneering companies in the global hotel industry with a presence on the channel. To ensure it understands the motivations and expectations of this new audience, Melia has worked with several universities all over the world through the World Tourism Organization Student League, which has played a key role in the creative process and strategy definition.

TikTok is a mobile app that started in China and now offers millions of users around the world the chance to share videos. It currently has more than a billion users in 150 countries around the world in 75 languages. Before even opening its own channel on TikTok, Melia already had more than 12 million views.

About Melia Hotels International

Founded in 1956 in Mallorca (Spain), Melia Hotels International operates more than 390 hotels (portfolio and pipeline) throughout more than 40 countries, with brands including Gran Melia Hotels & Resorts, Paradisus by Melia, ME by Melia, Melia Hotels & Resorts, INNSiDE by Melia, Sol by Melia and TRYP by Wyndham. The Company is the global leader in resort hotels, while also leveraging its experience to consolidate the growing segment of the leisure-inspired urban market. Its commitment to responsible tourism has led the Group to become the third most sustainable hotel company in the world in 2018, according to RobecoSam, the investment company to produce the Dow Jones Sustainability Index. Melia Hotels International is also included in the IBEX 35 Spanish stock market index and it is the Spanish hotel leader in Corporate Reputation (Merco Ranking). Follow us on Twitter, Facebook, Linkedin and Instagram meliahotelsinternational.com

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