How Meliá Hotels reduced video production time by 40% with creative automation

Executive summary

Meliá Hotels uses the Storyteq platform to scale video production across global campaigns while keeping content consistent, localized, and on brand.

By moving from external production to an in-house, template-driven model, the team has reduced production time per asset by an average of 40% and achieved an estimated 60–70% reduction in production costs per asset.

40%

reduction in video production time

70%

reduction in production costs

875

video assets produced for one global campaign

“Storyteq has transformed the way we manage content production. It allows us to scale campaigns efficiently across multiple markets while maintaining full control over brand consistency.”

Challenge

Meliá Hotels delivers global advertising campaigns across multiple markets, channels, and formats. This requires a high volume of video assets to be adapted and localized for different audiences, languages, and campaign needs.

Previously, this process relied on a fragmented agency setup. One agency was responsible for producing global master creatives, while another handled localization, adaptation, and versioning for different markets.

This created multiple handovers, longer content production timelines, and higher costs. As demand for campaign content grew, adapting video assets across formats, languages, and channels became increasingly time-consuming and difficult to scale.

The brand needed a technology partner that would link its teams, keep content consistent, and take some of the repetitive manual workload out of its content production.

Solution

Meliá introduced Storyteq into its content production workflow to scale video production across global campaigns using creative automation.

By turning global video creatives into adaptable templates, Meliá created a more efficient way to version content for different markets, formats, and languages without rebuilding assets from scratch.

This allowed the team to bring localization and adaptation in-house, reduce reliance on external production, and reuse templates across campaigns. As a result, internal teams can produce high volumes of campaign content with greater speed, consistency, and control.

“Storyteq has transformed the way we manage content production. It allows us to scale campaigns efficiently across multiple markets while maintaining full control over brand consistency.”

Result

Storyteq has transformed how Meliá Hotels produces and localizes video content.

By shifting from external production to an in-house, template-driven model, Meliá has reduced production time per asset by an average of 40%.

The team has also achieved an estimated 60–70% reduction in production costs per asset compared to traditional agency-based production. These cost efficiencies are driven by creative automation, the reuse of templates, and the elimination of external production dependencies for localization and adaptation.

Meliá can now manage large campaign volumes more efficiently. For global campaigns such as Black Friday, the team has produced up to 875 video assets tailored to different formats and audiences.

Content is delivered across a global footprint spanning three core regions — EMEA, AME, and APAC — and supporting 11 languages, helping Meliá maintain consistent brand execution while staying relevant at a local level.

This shift has moved Meliá from a fragmented production structure to a more integrated and scalable model, helping the team meet growing content demands with greater efficiency, flexibility, and brand control.