TRAVEL TRADE MENA: How memorable has this celebratory year been?
GABRIEL ESCARRER: This anniversary is a huge milestone for us because it comes to us when we are stronger than ever […].
My father founded this company in 1956, and after six decades of leadership, we can say that the key for Meliá’s long-term success is basically the capacity we have shown to innovate and reinvent ourselves on a constant basis, whilst keeping intact our strong and solid values that come from the family-owners.
Currently, we are launching a new strategic plan for the period between this year and 2018, in which our main goals have to do with the strengthening of our brands, the relationship with our customers and our stakeholders through the digital revolution that we call MeliaDigital, and the enhancement of our reputation.
We are 60 years old and still making history for the industry […]. We have just announced the signature of the first five-star international hotel in Iran.
As leaders in the resort segment, currently we are also transforming the traditional beach and sun hotels by introducing lifestyle concepts that allow personalisation of the experience and a higher generation of value. […]
TRAVEL TRADE MENA: What measures have been taken by MHI to adapt to the changing market trends?
GABRIEL ESCARRER: On one hand, according to the challenging international expansion we are facing, our business model is currently focussed on managing hotels, rather than on owned hotels, so our expansion strategy is majorly based on low-capital intensive formulas, such as management contracts or leases.
This enhances our flexibility to focus on the most dynamic markets, and allows us to grow strategically, reducing our exposure to the economic cycles and to regional and country risks. […]
On the other hand, we have a competitive advantage as far as we have several hotel brands in every segment and category, which makes us more flexible and adaptable to changes in the market.
So far, our Meliá Dubai and Meliá Doha have been enjoying high occupancy levels this year, and we see a growing interest in the market for these mid- and upscale hotels – versus our traditional only luxury focus – which is a logical evolution as the market consolidates.
According to this trend, we have already signed several Innside branded hotels in Dubai and Doha, for instance.
Innside by Meliá is the fastest-growing brand of our portfolio, as it features design-led and efficient lifestyle hotels in the best sites of the most important cities.
Our expertise in the MICE segment is another strength of MHI, as MICE is rapidly growing in the region within the budget-wise segment.
TRAVEL TRADE MENA: How have Middle Eastern travellers embraced the Meliá concept?
GABRIEL ESCARRER: […] MHI has developed seven different hotel brands, of which four are currently present in the Middle East region: Gran Meliá, Meliá, ME by Meliá and Innside by Meliá. In our hotels, we aim to provide a personalised offering, because hospitality is not only about rooms anymore; a hotel brand needs to connect emotionally with the client […].
We now know that discerning travellers, like the Middle East clientele, currently seek a ‘far beyond accommodation’ experience, supplemented with wellness, sports , beauty, fashion , food and beverage, life-enriching activities, technology and so on. […]
TRAVEL TRADE MENA: Please tell us about your upcoming developments.
GABRIEL ESCARRER: We have 10 further hotels under signature in the region, due to open between 2017 and 2020. The properties will be managed under the Meliá, ME by Meliá, Innside by Meliá and Gran Meliá brands.
We view the GCC as a key part of our strategy. On one hand, because GCC cities are the perfect ground for developing our best-class brands in the different segments, specially regarding urban ‘bleisure’ hotels.
We are highly focussed on growth in this region, and we are finalising deals in Saudi Arabia, Bahrain and Oman, whilst closely analysing opportunities in the mid and upscale segments as well as several options in the leisure/resort field.
