Meliá turns loyal guest’s detour into an adventurous SEA content series

When Meliá Bali closed for renovations, most guests simply made other plans. But for Australian retiree Noel Cornwill, who has returned to the resort every year since 1991, the closure left a gap in a decades-long tradition.

Rather than let the story end there, Meliá Hotels International (MHI) turned it into a regional content series that celebrates loyalty, friendship and discovery.

Launched last month, the social-first "Doni & Noel" series follows Cornwill and his longtime host Doni – the level manager at Meliá Bali – as they explore other MHI properties across Southeast Asia. From private villas in Phu Quoc to cacao park adventures in Ho Tram and temple visits in Koh Samui, the content spotlights MHI’s signature hospitality through a personal lens.

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Framed as a storytelling initiative, the campaign not only highlights the group’s regional footprint, but also the emotional ties built through consistent service and connection. It reinforces MHI’s “Loyalty with a capital L” ethos at a time when retention and lifetime value are top of mind for travel marketers.

The series also serves as a soft lead-up to the late-2025 relaunch of Meliá Bali as Paradisus Bali, part of MHI’s wider strategy to bring its luxury brand to Asia. By centring real guests and real stories, the brand invites audiences to reimagine travel through the eyes of two unlikely companions with over 30 years of shared memories.

In the first episode, Cornwill and Doni start their journey at Meliá Vinpearl in Phu Quoc, Vietnam where they experience a private pool access, a unique trip to a local pepper farm and participated in a wellness sunset yoga. 

In the second episode, the two friends head to Meliá Ho Tram in Vietnam and explore Binon Cacao Park. The duo are also seen lounging by the pool and eating fresh fruits and grilled food. Doni even gets his Vietnamese tested. 

The third video in the series takes place at Meliá Koh Samui, Thailand. Making it Doni's first time in Thailand, the two friends are seen enjoying a delicious dinner by the beach, private island hopping, exploring local temples and trying new food at the markets. 

MARKETING-INTERACTIVE has reached out to Meliá for more information. 

Travel content series are becoming more and more popular as travel season heats up. In April, Changi Airport launched its "A taste of Asia" series aimed at inspiring Australian travellers to explore Southeast Asia through its vibrant food culture. 

The campaign taps into the rising trend of food tourism and positions Changi as the ultimate gateway to the region. In a series of three-minute episodes, Australian content creators Sinead Chabowski and Joshua Shediak are seen uncovering hidden street markets, local gems, and diverse food cultures, spotlighting Southeast Asia as a destination for experience-driven travellers.

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