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 San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's 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

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...