COVID-19: Meliá Hotels Launches New Incentive Programme

The COVID-19 pandemic and travel restrictions have caused numerous changes in the travel industry, forcing the MICE segment to completely reinvent itself and look for new ways to reactivate business travel.

One of the segments that have been most affected is that of incentive trips, a traditional motivational tool that companies use to reward their best customers, employees or partners.

Given the current situation, Meliá Hotels International has taken a step forward in making incentive travel viable in the COVID-19 era with a new individual incentive programme.

By doing this, the hotel chain has distanced itself from the more traditional concept of organised group travel and creating a new format in which flexibility and personalisation of the journey by the end user are key.

The new programme is linked to the MeliáRewards loyalty programme and offers companies the chance to give a stay to their customers, employees or partners as a gift, with each recipient able to choose the time, destination, type of hotel and duration of their trip.

With the new incentive programme, companies can include hotel stays among their Christmas gifts to their customers or partners this Christmas.

The incentive is possible through the purchase of MeliáRewards points to share out among the people the company chooses which can be used whenever they wish.

For Meliá Hotels International, incentive trips represented 10% of all MICE revenues in 2019, and it has also been an important segment for travel agencies over recent years.

The new offer is one of the many activities the hotel company is currently carrying out to stimulate the MICE segment, adapting to the current market conditions under the Stay Safe with Meliá programme.