At FITUR, Meliá affirms its confidence in a recovery driven by post-Covid opportunities
- The digitalization of the company and its penetration of the leisure and bleisure hotel segments will accelerate the recovery in 2022
- The hotel company announces more than a dozen new openings for this year, including its first carbon-neutral hotel
“Our biggest focus on resort hotels, which represent 61% of our portfolio, will help us in this recovery phase, as well as the major progress we have made with digitalization” said Escarrer. Digital transformation allowed the group to generate more than 50% of total sales in 2021 through melia.com, in addition to increasing the average rate compared to 2019 by up to 15% in premium hotels and reducing intermediation costs. A greater focus on durability, reinforcing the company’s commitment to decarbonizing hotels, human capital and on Financial direction were other factors Escarrer pointed to in responding to the opportunities of the post-Covid world, to which he also added the company’s longstanding commitment to luxury hotels and brands and lifestyle experiences.
Escarrer also presented the most important company highlights for 2022.
The all-inclusive luxury brand Paradisus by Meliá, which until now only operated in the Caribbean, will open its first hotels in Spain this year. the Paradisus Gran Canaria and Paradisus Salinas Lanzarote will be the result of the total transformation of the Meliá Tamarindos and Meliá Salinas, respectively. The company will also open the Paradisus Playa Mujeres, a major resort that will strengthen the brand’s positioning in the Mexican Caribbean.
The luxury brand Gran Melia will add a new hotel with the opening of an extraordinary hotel in Minorca, the first five-star hotel on the island. Designed by architect Álvaro Sans, it will be the first carbon neutral hotel, one of the company’s most ambitious goals in its efforts to decarbonize its hospitality business. This project involves the complete reform of the current Sol Beach House Menorca in Santo Tomás, and aims to achieve total decarbonization by reducing the current CO2 emissions by 87% and offsetting the remaining 13% through the use of renewable energies.
Escarrer also reminded Fitur of the recent launch of The Meliá Collection brand, a selection of independent and unique luxury hotels that the company has created to meet the growing demand for high-end hotels that enhance local experiences and the authenticity of each destination. Among them, hotels such as Hacienda del Conde (Tenerife), Villa Marquis (Paris) or Serengeti Lodge (Tanzania), are an example of Meliá’s firm commitment to the luxury segment.
Expansion will continue to be another great strength of the company in 2022. Despite the pandemic, the company managed to sign agreements for 21 new hotels and open 13 hotels in 2021, including iconic hotels like the new ME Barcelona. In 2022, it plans to continue growing, with more than a dozen new projects seeing the light of day, including the mentioned Paradisus Playa Mujeres in Mexico, the Gran Melia Zhengzhou (its seventh hotel in China), the Gran Melia Nha Trang (Vietnam), the Melia Chiang Mai (Thailand), the Melia Trinidad Peninsula (Cuba), the Marina Sol and Blue sea beach Affiliated by Meliá (both in Crete Greece), or the Hotel Las Arenas Affiliated by Meliá (Benalmádena, Spain), among others. “All – said Escarrer – will strengthen our leadership in the resort and leisure hotel segments in our key growth areas of the Caribbean, the Mediterranean and Asia-Pacific”.
Openings of new luxury hotels 2022 – 2023
Opening in 2022, Paradisus Playa Mujeres is the latest addition to the Paradisus by Meliá portfolio. Inspired by Mexican design and architecture, this all-inclusive luxury resort straddles the beach and lush jungle in its own self-contained oasis. Housing 498 rooms with beautiful views of tropical gardens and beaches, every detail is carefully thought out to complement the land’s topography and natural surroundings. Guests can enjoy exclusive access to a private marina, where they can cruise the Caribbean Sea while enjoying unforgettable views.
The Paradisus by Meliá brand will also land in Spain this season with the transformation of Meliá Salinas and Meliá Tamarindos, which will become Paradisus Salinas Lanzarote and Paradisus Gran Canaria, respectively. These impressive resorts, located on the beach, with large gardens, swimming pools, a wide variety of cuisine and steeped in local culture and art, will offer their guests activities inside and outside the resort. hotel for an authentic destination experience.
Located in a privileged natural environment on the south coast of Menorca overlooking the Mediterranean Sea, Gran Melia Menorca will open in 2022 and will be the first and only 5* luxury hotel on the island of Menorca and a benchmark for luxury hospitality in all the Balearic Islands. Designed by architect Álvaro Sans, the hotel’s 156 rooms and suites are spacious and bright, allowing an intimate connection with nature.
Demonstrating engagement with China, Gran Melia Zhenghzou will open in 2022, a luxurious property located in the new business district of Zhengzhou, the capital of Henan province in east-central China. This will be the third hotel of this brand in the country, which consolidates the company’s commitment to the premium segment.
Opening in 2022, Gran Melia Nha Trang is located in the Vietnamese city on the south coast, which is part of Vega City – the largest arts and entertainment district in the country. It is also considered one of the most beautiful bays in Vietnam with ancient corals and one of the most sought-after destinations in Asia. Designed to become a symbol of modern architecture, the ultra-luxury hotel is made up of 95 exclusive private beachfront villas that will offer its guests unique seclusion as well as personalized services and well-being. Its minimalist and modern architectural design fits perfectly with its natural surroundings, including the private infinity pools that seem to merge with the sea. The interior design is inspired by traditional tales of local culture and legends, while mixing warm Spanish service with the grandeur of Vietnamese heritage.
Open between 2022 and 2023, Gran Melia Kish, Iran will be the first internationally operated premium five-star luxury hotel in Kish Island. Also known as Pearl of the Persian Gulf it is a free zone and one of the most popular leisure destinations on the south coast, attracting over 1.8 million tourists each year.
2023 will also see the opening of the Gran Melia Milano, a remarkable property located in a privileged location in the heart of the city. It will be the brand’s first hotel in Milan and thanks to its exclusive services and luxurious experience, it will represent the ideal destination for business and leisure travellers.
Opening in 2023, Gran Melia Cam Ranh Bay will join the brand’s portfolio of notable properties in Vietnam. Located on the southeast coast, Cam Ranh Bay is considered by many to be the most beautiful deep-sea shelter in Southeast Asia. The hotel is located just 5 km from Cam Ranh International Airport and close to major attractions including Tu Van Pagoda and Binh Ba Island. The Gran Meliá Cam Ranh Bay will offer 201 rooms, all with sea views, as well as 92 villas with individual swimming pools. Guests can relax at the beach club or spa and choose from two new restaurants.
About Melia Hotels International
Founded in 1956 in Mallorca (Spain), Meliá Hotels International operates more than 390 hotels (portfolio and pipeline) in more than 40 countries, with brands such as Gran Meliá Hotels & Resorts, Paradisus by Meliá, ME by Meliá, Meliá Hotels & Resorts, INNSiDE by Meliá, Sol by Meliá and TRYP by Wyndham. The Company is the global leader in resort hospitality, while leveraging its experience to consolidate the growing segment of the leisure-inspired urban market. Its commitment to responsible tourism led the Group to become the third most sustainable hotel company in the world in 2018, according to RobecoSam, the investment company behind the Dow Jones Sustainability Index. Meliá Hotels International is also part of the Spanish stock market index IBEX 35 and is the Spanish hotel leader in corporate reputation (Merco ranking). Follow us on Twitter, Facebook, Linkedin and Instagram meliahotelsinternational.com