Meliá Caribe Tropical     Making Mexico Extraordinary.

SPAIN’S MELIÁ HOTELS UNVEIL INTERNATIONAL BRAND OVERHAUL

Miami, Florida - Meliá, Spain’s most recognized and international hotel brand, presents a new look. Led by a dramatic modernization of the brand’s graphic identity, the overhaul will add new energy with visible improvements in the hotels’ overall decoration and individual room comfort. Guests of the new Meliá will also enjoy a more modernized Royal Service, new gastronomic offerings as well as increased beauty and health facilities. Details are taken care of even down to the new stylish staff uniforms. In addition, the brand will introduce new elements that stimulate the senses with lighting, music and colors. 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. Each 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 is fresh and welcoming, allows for harmony in public spaces and respects the individuality of each hotel.

Designed with a multifunctional spirit in mind, the rooms offer the hallmark DreaMax Bed, created with leading Spanish bedding manufacturer Flex, which guarantees a perfect night’s sleep. 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 hallmark Royal Service, recognized by industry standards as one of the best in their category for both leisure and business travelers, transforms into The Level with added features and services. The Level’s staff will resolve simple requests, as well as orchestrate the guest’s total experience. The hotels also offer Serviexpress, a service which will settle 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 also extends its new philosophy to its destination bars and restaurants which strive to push the limits of traditional dining. One of dining’s finest chefs, Dani García, recognized for his tenure at Marbella’s Calima restaurant, counsel management to ensure the hotel’s dining experiences offer guests the ideal blend of tradition and innovation. Connoisseurs will also enjoy creative input from Spanish chef Jacinto del Valle, one of the other key figures in Meliá’s superior restaurant offerings.

Casual dining options are enhanced at the new Meliá. New experience-based concepts are developed to assure that service, design, ambiance and music combine to make dining a memorable experience. The Gabi Club stands out for its seductive environment characterized by modern music and sophisticated cocktails, set against the background of a soothing beach and chill out zone. The bar and restaurant Meliá Tapas features a selection of the country’s best tapas in a refined Spanish setting, making it a point of reference for both hotel guests as well as local customers.

Meliá responds 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, 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 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.

About Sol Meliá Hotels & Resorts
Founded in 1956 in Palma de Mallorca, Sol Meliá is the world’s largest vacation company. More than half of the industry leader’s hotels are located in cities and by far is the largest hotel chain in Spain as well as one of the most important in Europe. Sol Meliá’s portfolio includes more than 350 hotels in 30 countries over four continents and it employs over 32.500 people in its Meliá, Me by Meliá, Tryp, Sol, Paradisus and Sol Meliá Vacation Club brands. For more information and reservation visit www.solmeliá.com.

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