The largest hotel group in Spain has joined the Tiktok scene with influencer Marcos Toscani as part of its digital positioning and content amplification strategy.
Meliá Hotels International will now share videos touring its most spectacular hotels on its new @meliahotels channel on TikTok, the famous short video platform with over one billion monthly active users.
Together with content creator Marcos Toscani, a luxury hotel expert boasting almost 400,000 followers on his TikTok channel @expertoenhoteles, Meliá has launched the new channel with a strategic focus on its luxury properties. Toscani has been named the Meliá TikTok Luxury Expert, the hotel giant’s first ambassador on TikTok, after being named Visit Mexico’s first luxury tourism ambassador in 2020. Toscani’s podcast “Hotel Expert” also became the most famous Spanish podcast just weeks after its debut.
“After several years building up the positioning and recognition of our brands in the key social media, we are very proud to have taken a fundamental step to connect with a new generation of travellers with an innovative and immersive new channel,” said Santiago García Solimei, Head of Global Social Media & Brand PR at Melia Hotels International. “Through the critical eye of our TikTok Luxury Expert Marcos Toscani, a connoisseur of the world of luxury, our followers will be able to discover the most select experiences in our hotel portfolio.”
With its new TikTok channel, Meliá has become one of the pioneering companies in the global hospitality industry with a presence on the social media platform. To grasp a comprehensive understanding of the motivations and expectations of this new audience, Meliá has partnered up with several universities worldwide through the World Tourism Organisation Student League throughout the creative process and strategy definition.
TikTok boasts over a billion users across 150 countries worldwide in 75 languages. Even before the launch of @meliahotels, Meliá already had garnered more than 12 million views.