Hotel chain bets big on digital transformation and is seeing great results

Meliá Hotels International, one of Europe’s largest hotel chains with more than 370 properties, is in the middle of an aggressive digital transformation effort because it has seen the writing on the wall, and the writing is getting bigger at an alarming rate.
“We believe that 70% of our customers will be coming through digital channels by 2017, so the company has to embrace and implement a full customer centric digital strategy now,” says Manuel Riego, Vice President of