Redefining Global Luxury Through a Social-First Culture
SAMY has been appointed as the new social media and influencer marketing partner for Gran Meliá, the flagship luxury brand of Meliá Hotels International. The collaboration aims to strengthen Gran Meliá’s global positioning as a reference for Spanish luxury with a Mediterranean essence, bringing it to life in today’s social and cultural landscape.
Together, SAMY and Gran Meliá will redefine the brand’s social-first strategy and narrative, crafting a creative territory that reflects elegance, culture, and sophistication. The focus is on storytelling that connects with global audiences through inspiring experiences, from discovery to conversion.
“Brand discovery increasingly happens in digital and social spaces. Partnering with a team that truly understands this ecosystem allows us to reinforce Gran Meliá’s global positioning and ensure our digital narrative matches the luxury experience we offer,” says Alba Bustamante, Global Brands Marketing Director, Luxury Brands at Meliá Hotels International.
The partnership responds to the evolving hospitality landscape, where content, community, and cultural recommendations play a decisive role in shaping perception and choice. SAMY will lead with clear stories, shareable experiences, and creator collaborations that turn every interaction into a chance to connect and stand out.
“Social platforms are key spaces to build brand perception and emotionally connect with new audiences, even in the luxury segment. We’re excited to help Gran Meliá design a social-origin positioning that translates its essence into today’s cultural territory,” adds Leire Romera, Head of Social Iberia at SAMY.
Driving Global Impact
With this collaboration, SAMY continues to support global brands in transforming their digital relevance and cultural positioning, combining strategy, creativity, data, and social influence to generate real impact for business and brand.
