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  • Meliá Hotels International’s INNSiDE announces brand relaunch

    800 533 Hamish Kilburn
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    To cater to millenials’ evolving lifestyle, Spain’s largest hotel brand, Meliá Hotels International, has announced a brand launch for INNSiDE in 2019… 

    At the Spanish International Tourism Fair, FITFUR, Melia Hotels Internaitonal announced that it will rebrand INNSiDE to bring a stronger leisure and wellness offering to its portfolio.

    With the reinvention of INNSiDE, the Spanish hotel brand is preparing to adapt its business strategy to captivate the younger generation of business and leisure travellers, taking the brand from urban into resort destinations.

    Meliá Hotels International is the only group out of the 20 leading global hotel companies that was initially founded in leisure, and 50 per cent of its business remains in the resort sector. The group has recognised an opportunity to target millennials in the mid-scale lifestyle category by expanding into resort-led destinations, where the lines between work and leisure are becoming more fluid. Consumers are looking for flexibility and freedom when they travel, and ultimately hotel brands that fit seamlessly with their lifestyle.

    “Relaunching in 2019, INNSiDE by Meliá will offer a range of design-led lifestyle and resort hotels.”

    INNSiDE will boast 22 hotels, with plans to expand into resort locations in Europe and Indonesia, including Fuerteventura, Mallorca and Bali, as well as urban locations in Asia, Europe and the Middle East.

    Relaunching in 2019, INNSiDE by Meliá will offer a range of design-led lifestyle and resort hotels, to give guests more freedom to relax and explore, whether they are travelling for work or leisure. The brand will focus its strategy on sustainability, holistic bleisure, music and local culture, to introduce initiatives that target millennials. The properties will provide a space and place that embraces the local culture and creates environments where guests can work, workout, rest and play. To encourage them to discover new neighbourhoods, guests will have access to INNSiDE city guides, with local sights and wellness tips.

    INNSiDE by Meliá is set to be a flagship for sustainability for Meliá Hotels International. The new brand will use recyclable materials throughout properties, work with hyper-local suppliers and guarantee no single-use plastic. The launch of the refreshed INNSiDE at FITUR features #TheArtofECO, an art installation by sustainable Spanish artist Jorge Penadés. The installation has been created entirely from plastics collected from guests at INNSiDE Palma Bosque, supplemented by additional plastics contributed by attendees of FITUR.

    The lifestyle hotels will provide spaces to disconnect and rest body and mind, with state-of-the-art fitness suites, the latest digital fitness software and on-site swimming pools. Daily Yoga classes will be available at beach locations and weekly at urban locations. DJs will play throughout the lobby and poolside, from noon to night.

    Rooms will be renovated to provide cosy in-room amenities, including bathrobes, slippers and flip flops, a luxurious coffee machine, complimentary minibar, with fresh juices and local beer. Smeg fridges will be available to Superior+ guests, packed full of healthy treats, drinks and snacks. Superior+ rooms will also have high-end sound systems, complimentary streaming services and complimentary bike rental to encourage guests to explore the local area. Guests will be able to relax in a hammock in resort locations or a hanging chair in urban destinations.

    To read Hotel Designs’ exclusive interview with the Executive Vice-Chairman & CEO of Meliá Hotels International, Gabriel Escarrer Jaumeclick here

    Main image credit: Meliá Hotels International/INNSiDE

    Hamish Kilburn / 24.01.2019

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