Case Study: Meliá Hotels International achieves a data-driven global influencer program and 238% reach increase with Traackr

How Meliá Hotels International established a data-driven influencer program across its 6 brands and 380 hotels

Melia Hotels International (MHI), a hospitality group operating six brands and 380 hotels worldwide, faced an unstructured influx of influencer requests that were handled inconsistently across properties. Complimentary stays are costly and decisions were often made by gut or lost in email threads, with no centralized database, historical records, or measurable way to prove influencer ROI to hotel managers.

MHI implemented Traackr as a centralized influencer relationship management platform to standardize workflows, evaluate creators with data-driven criteria, and track campaign KPIs. The program led to a 14% increase in activated influencers, 204% more video views, 167% more influencer mentions and a 238% increase in reach; visits from social to Melia.com rose from 9% to 12% worldwide (16% in Europe), and mobile sales grew 491%, generating €33.8M—while establishing a repeatable global methodology and reporting framework.

Meliá Hotels International

Santiago Garcia Solimei

Global Director of Social Media