Global Expansion Of Luxury Brands

Global Expansion Of Luxury Brands

Meliá Hotels International, Spain’s leading hotel group and the third largest in Europe, has announced the ambitious global expansion of luxury brands, with one in three of its pipeline openings within its luxury portfolio. From Europe and Africa to Central America, Meliá brings its signature Spanish hospitality to some of the world’s most captivating locations, with each development offering luxury experiences responsibly.

 

In 2023, Meliá added to its portfolio of hotels in Tanzania with the opening of Ngorongoro Lodge Meliá Collection – a design-led lodge in one of the most biodiverse places on the planet – and celebrated the Paradisus by Meliá brand landing in Europe with openings in Lanzarote and Gran Canaria.

 

Global Expansion Of Luxury Brands
Meliá Hotels International is opening more luxury hotels.

 

Continuing the commitment to global expansion and growth of its luxury portfolio, Meliá is preparing to open the doors to some of its most ambitious and luxurious hotels yet: Palazzo Cordusio Gran Meliá in Milan, ME by Meliá properties in Lisbon and Malta, and ZEL, a new lifestyle brand and joint venture with tennis legend, Rafael Nadal.

 

The global growth of Gran Meliá Hotels & Resorts is key in reinforcing Meliá’s positioning in the luxury sector. Dedicated to creating cultural enrichment, Gran Meliá will continue its expansion into Europe and Southeast Asia with hotels in Albania, Spain, Italy and Vietnam.

 

Global Expansion Of Luxury Brands
The seafront Gran Meliá Nha Trang, Vietnam.

 

The highly anticipated Palazzo Cordusio Gran Meliá opened its doors in December 2023, in the historic heart of Milan. A landmark opening for the brand as its first Milanese hotel, Palazzo Cordusio occupies the lovingly restored 19th-Century Palazzo Venezia, one of the city’s most iconic Renaissance buildings and formerly the headquarters of Assicurazioni Generali, close to the Piazza del Duomo and Castello Sforzesco.

 

A haven for gourmands, the hotel houses a chic patisserie, bistro, cocktail bar and a stylish rooftop bar and terrace with spectacular Duomo views. Blending Italian flair with Meliá’s signature Spanish hospitality, Palazzo Cordusio offers a gateway to Milan’s great cultural heritage, telling the city’s illustrious story and ensuring guests experience the vibrant destination beyond what meets the eye through a selection of curated experiences.

 

Global Expansion Of Luxury Brands
The amazing terrace at Ngorongoro Lodge Meliá Collection.

 

The brand also entered Southeast Asia with its first opening in Vietnam: Gran Meliá Nha Trang. Effortlessly blending Mediterranean hospitality and Vietnamese charm, the resort stands out as a new luxury landmark and a hub for haute cuisine amidst the tropical beauty of Fairy Mountain, with spectacular views of Turtle Island.

The new property features 94 expansive private pool villas; Asia’s first outpost of the highly acclaimed Spanish restaurant, Hispania, along with four other gastronomic destinations; and indulgent wellness offerings from onsen to spa.

 

Meliá Hotels International expanded its portfolio of hotels in Africa with the opening of Ngorongoro Lodge Meliá Collection. The design-led lodge adds a fourth to Meliá’s collection of properties in Tanzania, offering a unique journey through distinct cultural pockets of the beautiful, biodiverse country, from Arusha to Serengeti and Zanzibar.

 

Global Expansion Of Luxury Brands
Torre Melina Gran Meliá is located in an elegant uptown area of Barcelona.

 

Further positioning Meliá as a responsible hotel group with sustainable values, Ngorongoro Lodge was crafted with the utmost respect for the environment and designed in honour of its location. Perched in the Ngorongoro Conservation Area, a UNESCO World Heritage Site renowned for housing the world’s largest volcanic crater, the 56-room lodge aims to protect and preserve the natural ecosystem and culture of the local Massai tribe. 95% of all products used across the property are acquired in neighbouring villages, and the hotel produces its own water through a bottling plant.

 

Dynamic, stylish and rooted in culture, art, fashion and gastronomy, ME by Meliá brings destination, design and service together to deliver personal, enriching experiences. Located in global, cultural epicentres, 2024 will see new ME properties launch in Mexico, Malta and Lisbon.

 

Global Expansion Of Luxury Brands
ZEL is a joint venture with Rafael Nadal.

 

Opening in the heart of the historic Portuguese capital in 2024, ME Lisbon will showcase the brand’s signature avant-garde design and high-quality services, as well as top-notch gastronomic concepts, a Radio Rooftop Bar with panoramic views and over 600-sqm of meeting and event space.

 

Also opening in 2024, ME Malta will become the city’s new social and cultural epicentre, in the coastal town of St Julians (east coast). Designed by world-renowned architect Zaha Hadid, the hotel will feature 140 rooms and suites, innovative culinary offerings and Radio Rooftop Bar. Meanwhile, ME Sayulita will bring ME’s signature style and innovative cultural programming to the famous Playa de Carricitos, featuring 125 rooms and villas and, true to the brand philosophy, an avant-garde luxury experience, with three restaurants, swimming pool, spa and a rooftop bar with pool and beach club. This will be the third luxury lifestyle brand hotel in Mexico, joining ME Cabo and the future ME Guadalajara.

 

Global Expansion Of Luxury Brands
ME resorts are inspired by contemporary European culture.

 

Noteworthy openings for Meliá also include those from ZEL, a new lifestyle brand created in collaboration with Rafael Nadal. Inspired by the welcoming homes, outdoor culture and lifestyle of the Mediterranean, ZEL made its debut in Mallorca in summer 2023 and will continue an ambitious growth plan, starting with ZEL Sayulita in Mexico, projected to open in 2025.

 

Sustainability is at the heart of Meliá’s ethos, and corporate responsibility and responsible tourism play a key part in the development of the group’s luxury portfolio, with each new opening committed to caring for its local community. Setting a benchmark for sustainable hospitality, the opening of Villa Le Blanc Gran Meliá in 2022 saw the group unveil its first prototype in terms of efficiency and environmental responsibility. Menorca’s first grand luxe hotel has earned multiple awards since, and contributes to Meliá’s accolade as the most sustainable hotel company in Spain and Europe by S&P.

 

Global Expansion Of Luxury Brands
The stunning lobby at ME Lisbon.

 

The company has also begun implementing its new sustainable event initiative: Road to Net Zero Events. This project is the result of technology developed in collaboration with Creast, a company that specialises in measuring, reducing and offsetting the environmental impact of events, which has been tested for the past year in Europe at Meliá Barcelona Sarriá and Meliá Berlin. Road to Net Zero Events, as the name suggests, was developed to find improvement opportunities that would help the company towards the goal of achieving carbon neutrality in events, responding to increasing demand from professionals in the sector.

 

 

Source: Balcony Media Group.

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