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Melia’s Mallorca hotel gives guests a "Twitter" experience

Will social networks exclusively for hotel guests become the next big trend? It’s possible.

On Monday, we learned from Hotels magazine editor Jeff Weinstein that Meliá Hotels International’s rolled out a guest-only network at its Mallorca hotel to keep guests engaged with the property – and each other.

Called #SocialWave, the Twitter-based, guest-only social network works only for guests registered at its Sol Wave House Hotel. The coastal resort is popular with younger people, thanks to its live music concerts, pool scene, surfing machines and other amenities. The temporary social network seeks to capitalize on the scene by letting guests share their experience with each other and also receive special offers for drinks and food, Weinstein tells us.

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“Guests can chat with each other, experience, flirt, compete in contests, share photos, etc.,” Weinstein writes. “Every corner of the hotel is designed to engage in a new conversation.”

How can Sol Wave House limit #SocialWave to registered guests? The network can be accessed only by people on hotel’s Wi-Fi network, plus they have to type in special registration information, the story says.

The year-old hotel, located on the beach of Magaluf, has 184 suites and junior suites as well as concert areas for music performances during the day. Other interesting highlights cited by Hotels magazine:

  • Two Twitter concierges monitor the conversations and respond to guests’ requests via this network
  • Guests can book #TwitterPartySuites that come with special amenities such as sports drinks on arrival and a 20% discount on all bars and restaurants at Wave House
  • Guests can attend the hotel’s #TwitterPoolParty each Friday

Gonzalo Echevarría told Weinstein that the network represents “a new step in meeting the expectations of an increasingly experiential and social customer profile through new technologies.”

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Hotels have been experimenting with hotel-specific social networks for roughly two years. In early 2012, for instance, Wyndham’s Tryp hotel in New York City rolled out the LobbyFriend app for guests who want to participate in the temporary social network.