Sol Melia rebrands in awareness drive

Sol Meliá has restructured its hotel portfolio from eight brands down to four to increase awareness and consolidate market share. The Spanish operator, which manages 341 properties around the world, now offers hotels under the Paradisus, Meliá, TRYP and Sol brands. The new structure ranges from superior three-star accommodation up to five-star resorts. The initiative is a result of last August’s take-over of TRYP hotels in a Pta60 billion (£224 million) deal. The acquisition gave Sol Meliá 60 new hotels, the majority of which are city-centre business properties throughout Spain. The group believes the rebranding will better position its properties against those of its rivals, which includes Bass. “The trend in the international hotel market is towards consolidation and concentration of brands to different business segments such as conferences, instead of the traditional star-rating system,” said Elmar Wirtenberger, Sol Meliá regional sales and marketing director UK, Ireland and Scandinavia. “The benefit of rebranding is that we have clearly defined what type of hotels we have. It gives a better understanding of pricing and standards to our C&I clients. “The Paradisus, all-inclusive five-star deluxe resorts, may have the best appeal for incentives because they have all the leisure facilities you can think of. All four brands will target meetings and conferences. “Long term I believe strongly that we will see benefits because rebranding has been a commercial decision to improve Sol Meliá’s revenue streams.”

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