Meliá, the brand that inspires confidence: recognized as a “Local Jewel” in the BrandZ 2026 report
Another study prepared by Kantar for the hotel chain also reveals that Meliá is the favorite brand of Spanish travelers and a leader in recognition, preference and satisfaction
The new Kantar BrandZ report on the most valuable Spanish brands in 2026 has highlighted Meliá Hotels International as a “local gem,” noting that the company “has built a solid brand value thanks to a relevant and distinctive approach, key pillars of its brand strength. Recognized by travelers for its wide range of hotels with high-quality facilities, Meliá is positioned as a benchmark in its category.” The report also emphasizes that its close relationship with consumers has contributed to its strong reputation.
In parallel, Kantar has conducted a comprehensive Brand Equity study for Meliá, analyzing the perception and role of the group's brands in the 4- and 5-star hotel market. The research, based on more than 8,000 interviews conducted in Spain, the United States, the United Kingdom, Germany, Mexico, and Vietnam, focused on frequent leisure travelers who choose high-end hotels.
Meliá, the favorite brand of Spanish travelers
The results confirm Meliá's strong leadership in Spain, where it is the chain with the highest spontaneous recognition, accounting for almost 50% of mentions. Internationally, it is the only Spanish chain in the Top 5 of global leaders. This leadership is further reinforced when considering suggested brand awareness: group brands such as Gran Meliá and Meliá Hotels & Resorts register familiarity levels of 100% and 98%, respectively.
Among its brand values, Meliá emphasizes that it leads the association with "closeness and care," an attribute deeply linked to its family legacy and its Mediterranean-rooted hospitality; a warmth and service style that clearly differentiate it from large international hotel groups.
The study also reveals that Meliá achieves the highest levels of customer satisfaction in the Spanish market, reaching 99% overall satisfaction. This emotional strength complements its excellent international performance: Meliá stands out in Vietnam as one of the strongest international brands in the market and achieves some of its highest levels of customer satisfaction, both in this country and in the United States – two key markets for the company – thus consolidating an exceptional global evolution.
The study's findings also reveal the strengths of the group's different brands: it highlights that Meliá is the favorite brand of Spanish travelers, Gran Meliá is positioned as the best-rated brand in the luxury segment, ME by Meliá stands out in the lifestyle field, and INNSiDE by Meliá is particularly prominent among younger audiences.
According to Gabriel Escarrer, president and CEO of the hotel chain, “the results of this study support the strategy we have pursued in recent years to strengthen and position our brands with greater competitive clarity, aligning them with the expectations of an increasingly demanding customer and with the new dynamics of the market. This external validation reinforces the strength of our value proposition and demonstrates that the differentiation of our brands not only drives customer preference but also contributes decisively to the company's growth.”
Source: Meliá Hotels International.