Meliá launches new luxury collection brand

Melia Desert Palm
Hotel Desert Palm, a member of Meliá Collection. (Meliá Hotels International

Insight Comment
Meliá has clearly been working on its brand segmentation and feels that now is the time to add a new luxury collection offering. Conversions are the name of the game at the moment and this might help it land a few more high end properties.

Meliá Hotels International has launched a new luxury collection brand, featuring independent properties with “strong local roots”.

The Meliá Collection brings together a number of properties in the company's portfolio, including The Maison Colbert Hotel and Villa Marquis, both in Paris, the Serengeti Lodge Hotel in Tanzania, and the London Kensington Hotel in London.

The new collection of hotels is another step in Meliá’s differentiation strategy.

What They Said

Gabriel Escarrer, CEO of Meliá Hotels International, said: “We are very proud of the launch of The Meliá Collection, a project we have been working on with a lot of passion. It will allow us to continue distinguishing our hotels and offering great value propositions to travellers seeking experiences rooted in their destination, and also to hotel owners who wish to grow together with a leading hotel group while retaining all the essence and personality of their iconic hotels.”