We talk to CEO Gabriel Escarrer
about how the group maintains their position as an international leader in the resor t hotel industr y, as well as their growing presence in today’s main holiday destinations: the Mediterranean, the Caribbean, and Asia-Pacifi
The Meliá group holds a dominant position in typical resort areas. How do you envision your future in these zones?
Exactly, our story is strongly linked to these regions, thanks to the previous holiday expertise we acquired through our background in the Mediterranean. We have since continued to strengthen this experience with powerful, renowned brands as well as an excellent hotel management system.
Today, we have 45 resorts across North and South America, 100 in Europe, 15 in Africa and over 30 in the Asia-Pacific region. And I can tell you that in the n xt decade, 80% of our expansion will occur in the following three regions around the globe: the Mediterranean Arch, the Caribbean (both Spanishand English-speaking) and Southeast Asia.
In Southeast Asia, we’ve positioned ourselves among the top three hotel companies in countries as important as Indonesia and Vietnam, with 16 and 12 hotels respectively. We foresee extensive development in our journey to becoming the key holiday destination across Asia and Oceania.
Do you rely on any holiday-specific brands
While all of our brands can operate as a resort or traditional hotel, two of our brands have been designed exclusively to give guests an unforgettable beach hotel experience – Sol by Meliá, our most veteran brand which dates back to the founding of our company, and Paradisus by Meliá.
The Sol by Meliá hotels are characterised by their premium seaside locations, as well as their familyoriented atmosphere which includes classic entertainment options and uniquely fun activities based on the Katmandu Adventures® for the youngest of guests. The Sol hotels, under the sub-brand Sol Beach House, offer adults relaxing, elegant and rejuvenating options to enjoy their stay.
Meanwhile, the Paradisus by Meliá brand is comprised of upscale, ultra-all-inclusive resorts that enhance guests’ experiences by highlighting wellness and, of course, the importance of being environmentally friendly.
How do you see the resort of the future?
As the chief executive of a company with more than 60 years of experience in managing resort hotels and President of Exceltur, the first ourism lobby in a country that is a world leader in tourism – as Spain is – I have a clear understanding of how the sector is evolving. I can tell you that although it continues to maintain its strength and potential for the future, it is undergoing a profound transformation.
This transformation is visible in the profiles of our guests as well as guest segmentation – and not only in regard to demographics, but psychographics as well. The transformation can also be seen in their consumption behaviours and in the product itself.
Today, Generation Z is joining the baby boomers and millennials as they begin to travel. This means families, solo travellers, empty-nesters, groups of friends, and other groups of people are all setting off with very different expectations for their holidays.
Regarding consumption behaviours, trips are becoming shorter and shorter, and more frequent – a phenomenon called bite-sized travel. Increasingly, these trips are tailor-made thanks to the influence of the Inte net and social media.
There are also global movements towards sustainability, wellness, luxury goods, cultural learning, the arts and gastronomy – our resorts must adapt to these trends as well. Lastly, as technology becomes increasingly present, resort hotels are also undergoing the digital transformation. These effects are seen not only with big data and artificial intelligence in the searching and buying phases, but also in the guests’ stays themselves in terms of increased personalisation, the fusion of free time and fl xible work, and in business process automation and optimisation – all allowing us to focus on the quality of our services. Ultimately, resorts today have more to offer than just sun and beaches, which are necessary but not enough. Now and in the future, resorts will continue to offer a wider range of experiences adapted to globalisation and the growing diversity of their clientele.
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