Melia and TikTok
Meliá presents its new TikTok channel together with an expert on luxury as part of its digital strategy
Luxury experiences, dream destinations and the best dining experiences you could ever imagine. This will be the common thread for the content that Meliá Hotels International will share on its new @meliahotels channel on TikTok, the short-form video platform that has the youngest user base of all social media, mainly from the so-called generation Z.
Together with the content creator Marcos Toscani @expertoenhoteles, focused exclusively on luxury hotels and with almost 400,000 followers on TikTok, Meliá has launched the new channel with a strategic focus on its luxury products. Hotels such as Gran Meliá Iguazu (Argentina), Paradisus Grand Cana (Dominican Republic) or ME Cabo (Mexico) are among the first hotels chosen by Marcos. Other iconic destinations will be added in the near future. Toscani has been named the Meliá TikTok Luxury Expert, the company's first ambassador on TikTok, after also being named Visit Mexico's first luxury tourism ambassador in 2020. His podcast "Hotel Expert" became the most popular podcast about hotels in Spanish only weeks after its launch.
“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. 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”, declared Santiago García Solimei, Head of Global Social Media & Brand PR at Melia Hotels International.
“As a Hotel Expert, my goal has always been to experience and show first-hand the best luxury hotels in the world, and I’m very excited to start this partnership with Meliá, where I have already started to choose their most amazing hotels, suites and experiences. TikTok is the top emerging platform and is seeing surprising growth, and I’m really happy to be able to bring my point of view to a hotel chain that I admire and that is always one step ahead, this time in my new role as Meliá TikTok Luxury Expert” said Marcos Toscani, Expert in Hotels.
With its debut on TikTok, Meliá becomes one of the pioneering companies in the global hotel industry with a presence on the channel. To ensure it understands the motivations and expectations of this new audience, Meliá has worked with several universities all over the world through the World Tourism Organization Student League, which has played a key role in the creative process and strategy definition.
TikTok is a mobile app that started in China and now offers millions of users around the world the chance to share videos. It currently has more than a billion users in 150 countries around the world in 75 languages. Before even opening its own channel on TikTok, Meliá already had more than 12 million views.