Meliá accelerates its growth in the luxury sector in 2025

This growth strategy will extend to key destinations such as Vietnam, Italy, Spain, Argentina, and the Middle East, with the goal of strengthening its presence in this market.

Major Expansion Projects for 2025

The hotel group is focusing on several luxury brands for this expansion:

• ME by Meliá, which will open new hotels in Marbella, Malaga, Lisbon, and Malta.
• ZEL, the lifestyle brand in partnership with Rafael Nadal, will launch its first all-inclusive lifestyle resort in the Caribbean.
• Paradisus by Meliá will continue to develop its “Destination Inclusive” concept with new projects in Europe and Asia.

ME by Meliá: Strengthened Presence in Europe

The ME by Meliá brand, known for its modern design and cultural approach, is expanding its network in Europe. After the opening of ME Malta in November 2024, several new properties are planned for 2025:

• ME Lisbon, opening in the first quarter.
• ME Marbella and ME Malaga will complete the brand’s Spanish portfolio.
• Other projects are in progress in Greece, Albania, China, and Mexico, with ME Guadalajara and ME Sayulita.

The Meliá Collection: A Luxury Boutique Hotel Offering

The Meliá Collection brand, focused on boutique hotels with designs inspired by their local environment, will continue its development with the opening of:

Trending

3 Guest Experience Tips from Award-Winning Hoteliers

• Residenza Cardinale in Milan.
• Meliá Ba Vi Mountain, near Hanoi, Vietnam, the first property in the collection in Asia.

In 2024, the brand inaugurated Casa de las Artes in Madrid, a hotel celebrating the seven major arts with immersive offerings such as workshops and exhibitions.

Paradisus by Meliá: A Concept Focused on Well-being and Culture

Paradisus by Meliá continues to expand its “Destination Inclusive” concept, aiming to provide stays that combine well-being and cultural immersion. Upcoming openings include:

• The renovation of Meliá Fuerteventura in 2025.
• A new project in Pattaya, Thailand.

ZEL: A Lifestyle Resort in the Caribbean

The ZEL brand, developed in collaboration with Rafael Nadal, will open its first all-inclusive lifestyle resort in the Caribbean in 2025: ZEL Punta Cana.

Sustainability at the Heart of Expansion

Meliá emphasizes sustainability as part of its development. The group has implemented initiatives such as the “Travel for Good” program, which integrates environmental, social, and governance (ESG) principles into its strategy. The opening of Villa Le Blanc Gran Meliá in 2022, a model of energy efficiency, highlights the group’s commitment to sustainable development.

A Rapidly Growing Luxury Sector

Meliá continues to stand out in the luxury sector, driven by the growing demand for premium travel experiences. Properties such as Gran Meliá Palacio de Isora and Gran Meliá Iguazú have recently been awarded at the World Travel Awards, reinforcing the group’s position in this segment.

“As we celebrate the end of a pivotal year for luxury hotel openings, we are excited to continue expanding our prestigious brands in this sector in 2025. As a family brand born in Palma de Mallorca, Spanish hospitality is our essence. It’s what unites our hotels, whether it’s the architectural masterpiece by Zaha Hadid, ME Malta, or ZEL, a brand rooted in the Mediterranean spirit and our valuable partnership with Rafael Nadal. This Spanish touch is evident across all members of the Meliá family, from the dedicated teams in our hotels to those shaping the vision at the corporate level. Our colleagues and our Spanish hospitality are what our guests have come to know and love, and we are thrilled to continue sharing these authentic experiences with our loyal and new guests in the world’s most attractive destinations.” – André Gerondeau, Chief Operating Officer, Meliá Hotels International.