Meliá Hotel International
Me. By Meliá

Playbook on
Service Culture

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Me. By Meliá

The ME brand promise

ME is the most cosmopolitan of Meliá Hotels International’s brands. It offers guests iconic locations in the most chic cities, where they can enjoy top boutiques, art galleries and shows, and the most fashionable restaurants and clubs.

The essence of ME is exclusivity, and we aim to make each and every one of our guests feel like a genuine VIP.

Our hotels are an extension of the local scene, a place to see and to be seen, in which art, cuisine and great vibes come together in the city. They provide guests with exceptional views, architecture that focuses on light and angles, and a unique, sensual and avant-garde ambience.

Our customers are cosmopolitan people who are always up with the times, innovative and eager to learn and to enjoy new experiences. They aim to experience the most exclusive and personalised luxury and have high expectations that we always do our best to exceed.

Each and every one of the people who form part of ME transmit this special energy. Our success is based on a solid personality that adds meaning to our acts and guides our daily activities and behaviours while giving us a language that we can share.

Feel the beat
Me. By Meliá
Feel the beat

Our customers are at the heart of Meliá Hotels International. They are our reason for being.

A heart that beats at a very special rhythm with ME: cosmopolitan, exclusive, avant-garde, daring.

A rhythm that ensures our guests feel like genuine VIPs, feeling welcome, pleasantly surprised and extraordinarily privileged as they have the chance to enjoy the latest and most exclusive experiences on the local scene.

The way we behave defines this rhythm.

Our behaviours reflect the way we implement our identity, with the way we behave allowing guests to recognise our essence as a brand and see our brand promise being delivered.

Because each of our behaviours is a "beat", a heartbeat, an impulse that defines the rhythm of ME.

Can you feel it?

Let’s make sure our guests feel the beat.

Feel the beat
Me. By Meliá

A rhythm reflecting the brand’s attributes:

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To be
informed

To be interested
in you

To be
daring

To be
avant-garde

Feel the beat
Me. By Meliá

Touch points

Throughout our guest’s hotel stay there are several moments which are especially significant for conveying our brand essence. How we behave in those moments will make the difference between whether or not they feel our heartbeat. Depending on our responsibilities, our contact with the customer will be more intense at one time or another of their stay, but every moment is crucial.

1

Arrival
1

Arrival
2

Aura Manager
2

Aura Manager
3

In-room experience
3

In-room experience
4

Fine dining in the room
4

Fine dining in the room
5

Meals
5

Meals
6

Bar
6

Bar
7

Entertainment
7

Entertainment
8

Wellness and relaxation
8

Wellness and relaxation
9

Guest services
9

Guest services
10

Departure
10

Departure
11

Backstage
  • Kitchen
  • Maintenance / IT
11

Backstage
  • Kitchen
  • Maintenance / IT
12

Like
a family
12

Like
a family
Want to go to a specific Touch Point? Click on it.
Feel the beat
Me. By Meliá
1

Touch Points

Arrival

I’m delighted to welcome you
and make you feel like a VIP.

Click to see
the behaviour

The moment customers enter our hotel for the first time to begin their stay is vital, as it gives us a chance to create a memorable first impression. We want our customers to feel like VIPs and be aware that we will exceed their expectations.

I reconfirm with you the room type
that you booked.

I welcome you back using your name and ask you what your experience has been like
since the last time you were here.

I propose interesting places to visit
nearby to encourage you to explore the area.

I invite you to accompany me while I do the check-in
so you know I'm focused on you.

I recommend restaurants that I think you'll really like so you can try them.

I invite you to contact me at any time so you know I’m concerned about your experience.

I tell you about any events that will take place during your stay so you can join us for anything that appeals to you.

I tell you what my favourite features of the hotel are to give you some ideas about things you might want to try.

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the behaviour

2

Touch Points

Aura Manager

Before you leave home, I call you to ask about your preferences so you know that I’m designing an experience specially for you.

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the behaviour

Our specific services for the most distinguished customers to whom we have to provide particularly special care and attention.

I get to know you and suggest places to visit so you feel like you have insider information about our destination.

I show you that I care about your experience so you can be sure you will enjoy excellent service during your stay.

I tell you where the best events are happening so you feel you’re part of the local scene.

I get you a table at the new restaurant you wanted to try so you can have a unique experience.

I book your appointment at the spa for the time you prefer so you can optimise your schedule.

I show you how you can explore the best features of the destination like a local resident so you get the feeling of experiencing it like we do.

I’m friendly and open so you can be sure that I’ll help you have a better time than ever.

Click to see
the behaviour

3

Touch Points

In-room experience

I show you how to use the lights, technology and services in the room to make you more comfortable.

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the behaviour

Our guests’ rooms have to be a very special place in which they feel pampered by the meticulous attention to detail. Our behaviours aim to ensure that they feel that this space is their own, a place where they can rest and enjoy themselves.

I tell you about all the products and services available in our app.

I make sure that the minibar includes healthy options, as well as soft drinks, so you have a choice.

I tell you how you can contact me if you need anything.

I leave you a welcome card so you know I’ve prepared the room specially for you.

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the behaviour

I prepare the turndown service on the side of the bed where you sleep so you feel like your room is ready for you.

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the behaviour

4

Touch Points

Fine dining in the room

I suggest you try a typical local dish so you can try something new to you.

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the behaviour

We combine fine dining with impeccable service to ensure our customers enjoy a comprehensive dining experience in the comfort of their room.

I describe any new menu options so you feel like ordering something you want.

I help you customise your order so you get something exactly to your liking.

I bring you the ingredients you need for cocktails so you can make drinks just as you like them in your room.

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the behaviour

5

Touch Points

Meals

I book you a great table at the restaurant of your choice to make you feel special.

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the behaviour

Our restaurants are a further reflection of our high standards of service quality. The way we behave reflects our desire for customers to enjoy luxurious meals and totally personalised service.

I prepare a surprise for you on your birthday so you can celebrate a special day in a memorable way.

I offer to organise a special menu just for you, based on what I know about you, so you can enjoy the thrill of new sensations.

6

Touch Points

Bar

I’m delighted to show you a special bottle of wine that I have brought just for you, so you can enjoy something unexpected.

Click to see
the behaviour

Enjoying a drink in one of our bars is a special experience. An exclusive moment in which our customers feel welcome, pleasantly surprised and stimulated by everything we can offer them.

I pay close attention to your body language to determine how much conversation you prefer and ensure you feel comfortable.

I offer you a seat in another area so that you feel even more comfortable.

I suggest you try the drinks service at the pool so you can enjoy the good vibes with your friends.

I tempt you to try a new drink so you can experience new flavours.

Click to see
the behaviour

7

Touch Points

Entertainment

I show you the best place to view the sunset so you can enjoy the experience or take awesome selfies.

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the behaviour

We want our customers to enjoy cutting-edge experiences and feel that we are satisfying all their needs and desires like nowhere else does. The activities and recommendations reflect this principle.

I ask you what kind of entertainment you prefer so I can recommend activities which I think you will like.

I use my contacts to organise an exclusive and intimate event for you to enjoy a unique experience.

I encourage you to try an activity you’ve never done before to get you excited about the idea of new experiences.

I make reservations for you in advance in the best local places so you have the chance to visit if you wish.

8

Touch Points

Wellness and relaxation

I tell you about the new exercise programme we have so that you are well informed.

Click to see
the behaviour

A stay at ME is a chance to enjoy the most relaxing and personalised experience. It is in our hands to ensure these experiences are truly memorable for our customers.

I show you the entire spa so you can see everything it offers and get an idea of how relaxing it will be to enjoy a treatment.

I explain the times at which treatments are available so you can choose the one that best fits in with your schedule.

I invite you to try a spa treatment outdoors so you can enjoy a beautiful day.

I give you a personalised map with routes to go running and that you can explore while doing sports activities.

I show you my favourite place to meditate in the hotel so you feel like you have a secret place just for you.

9

Touch Points

Guest services

I can get you tickets for private or exclusive events so you feel like a genuine VIP.

Click to see
the behaviour

ME hotels are an experience in themselves and we want to ensure our customers feel that way. The cosmopolitan location and the services we offer will make your stay unlike any other.

I show genuine interest in getting to know you and learning more about your preferences so I can make personalised recommendations for things to do during your stay.

I invite you to an exclusive event at our hotel so that you feel appreciated.

I tell you which clubs play your favourite type of music so you can enjoy a fun evening.

I recommend a talented designer that I think you will like so you can visit their space before you leave.

I recommend places to see so you can understand and enjoy the local scene.

I tell you about my favourite galleries so you feel like visiting and discovering a cool new artist.

I make reservations for you in several exclusive restaurants, bars and spas so you can enjoy all the best things the destination has to offer.

I give you detailed information about the most fashionable places that are on the up and up so you can be among the first to try them.

I tell you about the restaurants that people are talking about so you can try them.

10

Touch Points

Departure

I ask you if you have anything left to do during your stay and invite you to come back and do it next time, so you know we really want you to come back.

Click to see
the behaviour

The moment our guests leave our hotel is especially important in ensuring that they feel the beat. They’ll remember that final feeling for a long time, so we must make it truly memorable.

I organise transportation to the airport for you so you can end your trip feeling relaxed and pampered.

I adjust your departure time so you can leave when it suits you best.

I inform you about special arrangements I can make for you if your flight is delayed so you can enjoy your extra time at our hotel.

I send you a thank-you email so you know your visit has had a positive impact on our employees and that we hope to see you again in the future.

11

Touch Points

Backstage. Kitchen

I create a tasty and very special dish for your birthday to make you feel truly unique.

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the behaviour

Our cuisine is a reflection of our essence as a brand, which is why the way we behave in the kitchen also reflects our innovation, exclusivity and authenticity.

I use my talent to create new and imaginative dishes and inspire new culinary trends so you feel energised by experiencing new meals.

I can modify any menu item to adapt it to your tastes and needs following the instructions of those in charge of your well-being so you can enjoy a delicious meal adapted to your diet.

I share my culinary knowledge with my colleagues to impress you with our creativity, presentation and flavour at every meal.

I prepare menus depending on your preferences and requirements so you get a pleasant surprise from each dish.

I create unique menu options that combine unusual ingredients so you can experience new flavours for dinner.

I stay on top of the latest culinary trends to ensure you enjoy exquisite gourmet experiences.

11

Touch Points

Backstage. Maintenance / IT

I treat your belongings with care so you know that I appreciate and respect you.

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the behaviour

It is in the smaller details where we really show our proximity and personalised service, which is why our Maintenance and IT work is essential to ensure our guests enjoy a perfect stay.

I make sure everything is in order so you can relax and enjoy your stay.

I have a positive attitude when providing technical assistance so you can relax in the knowledge that the problem will be fixed quickly and to your satisfaction.

I consider it extremely important to come and change a spent light bulb so you feel that we take great care of you.

I ask you when is the best time to provide a service you have requested so you always feel comfortable in your private space.

I make sure I’m always well dressed and groomed, so you feel comfortable when I'm with you.

12

Touch Points

Like a family

I’m careful about my appearance at all times, ensuring my uniform is impeccable to transmit an image of attention to detail.

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the behaviour

At ME, not only do we treat our guests attentively and with respect, but we also behave in the same way towards each other. Because we work as a family, a reflection of the values that unite us.

I greet my colleagues by name so they know I'm there.

I’m courteous and supportive with my colleagues so we feel like a team.

I share new or relevant information about my customers' experiences with my colleagues to help us exceed the expectations of future guests.

I often talk to my colleagues to make sure they feel supported.

I treat my colleagues with respect and a positive attitude to ensure the best possible service at all times.

I make sure to thank my colleagues in person, with a gift or with a handwritten note, to show my appreciation.

I socialise with my colleagues to have a chance to share information about news about pop culture, new trends, fashionable new venues, etc.

I give my colleagues recommendations about events or places I think they will like so they know I pay attention to who they are and what they like.

Click to see
the behaviour

Feel the beat