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Sol Meli? Launches New Lifestyle Brand

October 16, 2006 By: Erin Sternthal Travel Agent

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.  Cabo Loft Suite at Sol Melia's property in Cabo San Lucas

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.

The Hotel Reina Victoria in
Madrid's Plaza de Santa
will be the first ME by Melia property to debut when it opens October
25 as ME Madrid Reina Victoria.
Features of the 192-room hotel include in-room CD and DVD libraries, plasma TVs
and pre-programmed iPods. All suites will have private terraces.

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 Victoria, the Gerbers
will open Midnight Rose and The Penthouse, a rooftop terrace. Menus in both
locales will be created by executive chef Jaime Renedo, whose restaurant,
Asiana, has been lauded by Travel + Leisure.

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

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 Barcelona,
Seville, Palma de Mallorca and Berlin.

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