Following the recent announcement of its brand overhaul for Melia Hotels & Resorts, Sol Meliá has unveiled details of its newest brand—ME by Meliá. "We launch ME by Meliá as a contemporary interpretation of the Meliá philosophy," said Sebastián Escarrer, Sol Melia's vice chairman and CEO. 
According to a hotel spokesperson, Sol Meliá identified a certain psychographic of travelers seeking out original and contemporary design, international cuisine and world music. These elements will be fused into the new brand of "experienced-based personality hotels" in city and resort locations around the world.
Guest recognition will be at the heart of ME by Melia, which will incorporate the core mottos Remember Me, Experience Me, Energize Me and Dare Me. Brand standards will include Wi-Fi in rooms, iPod adapters and docking stations, daily newspapers, down pillow-top mattresses and organic Aveda products. F.Y.I.
The Hotel Reina
Nightlife entrepreneur Rande Gerber along with his brother
Scott, who developed hotel bars for W Hotels and Ian Schrager, will create
lounge and restaurant concepts for the brand. At ME Madrid Reina
Starting rates at ME Madrid are €215 for a deluxe room. At press time, there were no plans to introduce an all-inclusive concept in ME hotels.
Future projects for the brand include ME Cancun, scheduled
to open in November, and ME Cabo San Lucas, opening in December. Other
destinations slated for the brand include