Meliá Hotels International drives its global growth with a focus on the Caribbean, luxury and expansion in Latin America

At FITUR, Travel2latam spoke with Álvaro Gutiérrez Rozas, Head of Global Sales Development and Meliá PRO at Meliá Hotels International, about the importance of the event for the company, its expansion plans and the key role of innovation and partners in its strategy.

What does it mean for Meliá to participate in an international event like FITUR?

FITUR is our event. As a Spanish company, it marks the start of the year. It's the time to reconnect with our partners and collaborators and begin working together, with the goal that at the end of the year we can say that things have gone well.

What other objectives do you have for FITUR? Are you presenting anything new?

It is the ideal space to announce the latest hotel agreements we have closed and the projects we will open in the future, as well as the establishments that will be inaugurated during 2026.

It's also an opportunity to anticipate a trend in results. Although we can't yet present official figures because we're a publicly traded company, our president usually shares whether the year has been positive, and in this case, 2025 was.

Meliá has a presence in multiple segments and destinations. Which markets are they prioritizing this year?

The Caribbean remains a key focus for us. It's one of our most important destinations, and everything related to boosting revenue for our hotels in the region is a priority.

The expansion is also supported by the holiday segment, especially in the Mediterranean basin, Asia-Pacific and in urban capitals where we want to continue growing.

In Latin America, we have a very significant expansion project: we opened a hotel in Cusco, Peru, which completes our offering in the country, and we continue to develop in Argentina, with agreements to open hotels in Ushuaia and Bariloche. We believe the region will continue to grow in the coming years.

How are they adapting to new travel trends such as wellness, personalized experiences, and accessible luxury?

The company is investing heavily in repositioning assets in the luxury and premium luxury segments. It's a strategic bet for the future.

At the same time, we maintain a strong commitment to sustainability. We have a program focused on the MICE segment, Road to Net Zero, which offsets the CO2 emissions generated during events. This provides a competitive advantage when booking groups.

Regarding wellness, we select hotels where the wellness offering has a real impact on the guest experience and enhances their stay.

Could you share a specific example?

One example is the Meliá Punta Cana Beach in the Dominican Republic, which offers a comprehensive wellness program. It allows guests of this all-inclusive resort to enjoy a unique experience, making their stay truly memorable.

What role do travel agents and tour operators play in your strategy?

They are our eyes and our hands. Where we can't reach, they guide us and bring us customers. The collaboration is and will continue to be very close.

In difficult times, they are the ones who help us move forward. By 2026, we want to continue strengthening this relationship, with close communication to understand which destinations need more support and what travelers are demanding.

Finally, what opportunities do you see for growth in the Latin American and European markets?

We continue to focus on expansion in Latin America, with new openings in Peru and Argentina.
In Europe, the focus is on major capital cities and Mediterranean holiday destinations.

Regarding demand, Spain continues to be a strong draw from Northern Europe, especially the UK, Germany, and the Nordic countries. At the same time, the Latin American market is a very important focus for Caribbean hotels, so we continue working to stimulate that demand and demonstrate that these destinations are also a great option for them.