Fresh New Look for Sol Melia

Over the next three years, Sol Melia plans to renovate 30 Melia hotels as part of a brand overhaul announced last month, all part of Sol Melia's strategic plan announced two years ago to redefine itself to meet consumers' needs. 

To get at the heart of what customers are looking for, Sol Melia's research and development department conducted a survey on consumer needs and future trends, which ultimately led to the creation of a fresh new look for Melia.

"The results of the study clarify the need to go beyond the classic formula of predictable hotel services," said Gabriel Escarrer Jaume, CEO of Sol Melia. "The guest's stay must be a unique and memorable experience."

Sol Melia's research pointed to new behavior patterns in travelers associated with changes in society.

For example, the chain discovered that many baby boomers live a body-conscious, healthy lifestyle and appreciate top brand names, hot social trends and cultural events.

Luis del Olmo, Sol Melia's marketing chief

According to Luis del Olmo, chief marketing officer of Sol Melia Hotels & Resorts, the consumer findings established that guests value "personalized service, adjustments made according to the age of each guest, recognition of guest loyalty and improvement in the attainment of guest expectations through services offered."

As a result of the research, Melia is implementing a host of changes, ranging from design and service to upgraded spas and dining options. The brand is also introducing a new logo that highlights the company's Spanish background.

At the property level, new designs will combine international touches with local elements. Rooms, for example, will feature flat-screen TVs and the DreaMax Bed, created by Spanish manufacturer Flex. Properties will also offer the Triple Play package, offering high-speed Internet access and a selection of movies at a fixed rate.

Melia hotels will also upgrade their VIP Royal Service, with enhanced amenities for guests, and rename it The Level. Currently, guests paying the additional fee for the service have access to a private lounge with personalized check-in and check-out, separate pool and beach areas, a pillow menu, daily breakfast and cocktails.

According to del Olmo, private areas in The Level will be modernized and offer an enhanced breakfast and cocktail service.

Guests staying in these rooms will have special amenities, as well as access to a business center with upgraded technology and privileged access to the spa and fitness center.

Room at Melia Reina Victoria, Madrid, SpainAll guests can look forward to upgraded fitness facilities and spas, which will sport new Lifefitness equipment, along with classes led by experts in yoga, spinning and aerobics. Through a partnership with Iberconsulting Sport, a Spanish-based spa management firm, Melia properties will feature Yhi Spas.

The brand will also implement Serviexpress, which will handle any guest request or need in less than 15 minutes.

On the dining scene, a new emphasis will be placed on creating destination restaurants and bars in collaboration with leading chefs.

Look for more informal restaurant options at properties such as the Gabi Club, a lounge terrace serving cocktails and contemporary music, and Melia Tapas, featuring classic Spanish tapas catering to both guests and locals.

For additional information on Melia Hotels & Resorts, visit www.solmelia.com.

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