Sol Meli? Launches New Lifestyle Brand

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. F.Y.I.

The Hotel Reina Victoria in Madrid's Plaza de Santa Ana 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 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 Barcelona, Seville, Palma de Mallorca and Berlin.

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