Melia Hotels International

Melia Hotels: Caribbean Resorts Social Media Growth

Meliá Hotels:
Nassau Beach, Bahamas
Braco Village, Jamaica

Social Media Audience Growth + Engagement Marketing

Two Meliá Hotels & Resorts properties approached NM+U to help with the primary goals of growing their fanbases and then creating a thoroughly engaged audiences, which can then be utilized for retargeting purposes.

Nassau Bahamas Challenge

Meliá Nassau Beach had an existing audience of around 3k followers and was having trouble getting beyond. While the budget was minimal (fitting of a single resort property) we were tasked with blowing every benchmark out of the water.

Nassau Resort Results

SOCIAL FANS (FB+IG)

Total First Year Change

+84k Fans

REACH

Monthly Average

710,000
Users

ENGAGEMENTS

Monthly Average

22,000

ENGAGEMENT RATE

Monthly Average

11.2%

vs. Industry average of .94%

Braco Village Challenge

Meliá Braco Village was a new hotel and was starting from nothing. Just like it’s sister property, although the budget was minimal we were tasked with creating nothing less than miraculous results.

Nassau Resort Results

SOCIAL FANS (FB+IG)

Total First Year Change

+72k Fans

REACH

Monthly Average

408,000
Users

ENGAGEMENTS

Monthly Average

9,000

ENGAGEMENT RATE

Monthly Average

12%

vs. Industry average of .94%

How We Did It

Facebook + Instagram Content, Boosting and Advertising

NM+U’s fan growth + engagement flywheel philosophy was perfect fit for these two properties. Within the first year, the fan counts were over 80k and 50k respectively. But the true key to retaining these new fans was providing quality, captivating content that kept new users coming in, and existing fans attentive and engaged. Touting an average engagement rate of around 12% each, there’s no doubt that those who come to engage, are coming to stay.