This episode of Let’s Talk Loyalty & Loyalty TV is in Spanish.

In the new episode of Let’s Talk Loyalty in Spanish, I spoke with María Romero Panizo of MeliáRewards (Meliá Hotels). We discussed how the program is designed, how it operates across the global hotel network, and the role of data and C-level support in turning loyalty into a true business driver. In this episode:

• The structure of MeliáRewards and its pillars.
• How to scale the program’s operation globally without losing proximity to the guest.
• Data as a basis for personalizing, measuring, and deciding.
• Why C-suite sponsorship can make the difference between “just another program” and a growth strategy.

Hosted by Alex Saul