Home  › Marketing › Strategies
sol-wave-house

Mallorca's Melia Becomes "First Twitter Experience" Hotel

  |  August 1, 2013   |  Comments

The experience includes a virtual community, Twitter Concierge and Twitter Party Suites for a “young and social” demographic.

While many vacationers vow to go offline on their trips, Spanish hotel chain Melia Hotels International has launched what it calls the first "Twitter experience hotel," which, as the name implies, encourages guests to use their mobile devices throughout their stays.

The hotel, @SolWaveHouse on the island of Mallorca off the coast of Spain, targets a young audience and is focused on the beach and music.

The property, which has been open since the summer of 2012, has always positioned itself as a very social hotel, Melia says in a release.

The so-called Twitter experience includes a virtual community, #SocialWave, which is accessible only through the hotel's Wi-Fi. Guests can register with their Twitter accounts and access the network via their mobile devices.

In addition, Sol Wave House has two "Twitter Concierges" who are devoted exclusively to meeting guest requests via Twitter and generating conversation within the hotel's online community.

"Thus, guests can know and chat with each other, experience, flirt, compete in contests, share photos, etc.," Melia says. "Every corner of the hotel is designed to engage in a new conversation."

What's more, the hotel has created #TwitterPartySuites, which can accommodate up to four people. In these suites, users can access VIP hammocks and customizable mini bars, plus earn a free drink in the #TwitterPoolParty, which is held on Fridays.

According to Melia, increasing customer diversity and demands are changing beach hotels. Therefore, the goal of #SocialWave is to facilitate interaction among the hotel's youthful customer base and generate "fun, new friendships, experiences, surprises, excitement and 'buzz.'"

"Our main client profile, young and social, is always looking for new experiences and emotions shared with a growing virtual community. With #SocialWave, we wanted to meet this aspiration, which binds to the quality and striking design of our product and the outstanding beauty of the environment," says a Twitter Concierge in a prepared statement.

A Melia rep did not respond to a request for comment.

Melia has created a video to further explain the concept.

As of Tuesday, it has 6,000 views.

@SolWaveHouse has 600 followers.

Founded in 1956 in Palma de Mallorca, Melia says it is one of the largest hotel companies in the world with more than 350 hotels in 35 countries on 4 continents.

According to Melia, Sol Wave House has 184 suites and junior suites with sea views and contemporary designs, as well as a 2500-square-meter VIP terrace facing the sea, plus pools, "sporty style" restaurants "with a California twist," and lounges and concert areas with live music.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - ChicagoJob Title:  Senior Director US Agency Ad Sales   Position Overview: The Senior...
    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - New YorkPosition Overview: The Senior Director US Agency Ad Sales is responsible for managing...
    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...