The Creative dots promotes innovation in the "regional España" of Meliá Hotels International, designing exclusively for them the programme "Passion for MICE" (Meetings, Incentives, Conventions & Events). A programme that promotes excellence in the Customer Experience of Meetings & Events.

The TCD Methodology aims, through 5 phases called dot, to know how to place the Events Customer at the centre of our strategy. It is a dynamic method that works with Design Thinking tools and techniques.


This project has meant the activation of the Dot 1 and Dot 3 of the tCd Methodology, involving Management and teams responsible of the 19 selected MICE hotels.


After analyzing the company's internal procedures and processes in event management and working on its value proposal, the tCd team visited several of the main MICE hotels in Spain to understand the needs of the teams (VoE) and customer experience (VoC), and then design the procedures and the structure and content of the Masterclasses that have been given to the team of specialists in the 19 hotels. The teams participating in the project have analyzed each and every one of the moments of interaction with the client of Meetings & Events.


Touchpoints of maximum differential experience have been identified, as well as internal transformation leaders who will be guardians of the new procedures. Much success Meliá, we continue to be by your side!

“For two days we have been enjoying the team of the Creative dots who have given us a transversal training to all the operational departments of the hotel. For the first time in the company the MICE teams are trained beyond the Sales Department. Seeing the contributions made by reception, technical service, floors and in general all the departments of the hotel has been very important for us. And also to do it in a fun, pleasant, very active way in which we all empathize with the needs that other departments have at the time of organization, quotation ... throughout all the processes, at all times within a group”. 

Jorge Herrera of Meliá Palma – SALES MANAGER