Spain's Melia Hotels unveils International Brand Overhaul

Meliá, Spain’s most recognized and international hotel brand, is launching a new look. Led by a dramatic modernization of the brand’s graphic identity, the overhaul has been developed to add new energy with visible improvements in the hotels’ overall decoration and individual room comfort.

Guests of the new Meliá will also be able to enjoy a modernized Royal Service treatment, new gastronomic offerings as well as increased beauty and health facilities. The changes are the result of an extensive study carried out by the R+D department to analyze current consumer needs and future trends.

“The results of the study clarify the need to go beyond the classic formula of predictable hotel services. The guest’s stay must be a unique and memorable experience” explained Gabriel Escarrer Jaume, CEO of Sol Meliá.

The research highlighted a new pattern of behavior for travelers directly related to changes in today’s society. New needs and trends appear closely tied to psychological profiles rather than demographic definitions. In this sense, the “baby boomer” generations’ desire to take care of their own self image translates into a body-conscious healthy life style and an appreciation of top brand names, the latest social trends and cultural events.

The overhaul of the brand begins with a renewed Meliá logo which reflects a markedly Latin spirit. The tilde on the “a” is now replaced by a virgulilla, the symbol used in the Spanish language’s character “Ñ”. The transformation of the Meliá brand will also affect the design of the hotels and will fuse international tendencies with elements of local culture, allowing them to remain well integrated into the local scene. The new décor aims to be fresh and welcoming, while allowing for harmony in public spaces.

Designed with a multifunctional spirit in mind, the rooms offer the group's DreaMax Bed, created with leading Spanish bedding manufacturer Flex. Under the “Triple play” IT package, guests can enjoy high speed Internet connection, an increased and personalized selection of movies, television, all for one modest price. Flat screen televisions are also one of the integral features of the rooms in the new Meliá Hotels.

Meliá’s Royal Service transforms into The Level with added features and services. The Level’s staff will take care to resolve simple requests as well as orchestrate the guest’s total experience while at Meliá. The hotels also offer Serviexpress, a service which will resolve any room needs in less than 15 minutes. Guests are invited to make note of their preferences in Meliá’s CRM database so that future stays feel more like home.

Meliá is also responding to the increasing body consciousness of the traveler and offers a wide range of specialized services including gyms and spas. The fitness areas gain increased importance with new equipment from Lifefitness, a worldwide leader in fitness machinery, and through the “masterclasses” given by professional experts in yoga, spinning and aerobics. To awaken one’s senses, Meliá offers Yhi Spa, made possible by the association with Iberconsulting Sport. From a simple massage to a complete health and beauty ritual, guests are offered programs designed to enhance their stays at both urban and resort hotels.

According to Luis del Olmo, General Marketing Director of Sol Meliá “these are just some of the significant changes to be found at Meliá. The initiatives, which originated out of the consumer study, reflect the company’s commitment to offer clients a renewed Meliá experience, characterized by passion for life, imagination, style, design, culture, innovation and above all service.”

The renovation of the Meliá brand forms part of Sol Meliá’s strategic plan launched two years ago which aims to re-define key brands to meet the new needs and desires of the clients.

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