Meliá is the strongest brand in Spain in absolute terms, according to the latest ranking of the 100 most valuable and strongest brands in Spain 2023 by Brand Finance, the leading independent brand valuation consultancy. According to the study, the hotel brand climbed from 6th place in the brand strength ranking, thanks to an increase of 6 points in strength and 17% in brand value, obtaining a score of 88 points out of 100 and a rating of AAA (AAA- in 2022), in a context in which 51% of the brands would have lost brand strength. As regards the Value of the brand, Meliá is ranked 62nd out of the 100 most valuable brands in Spain, improving 4 positions, while another of the Group's hotel brands, Sol hotels, is also positioned in the ranking, in position 82.
Brand Strength measures the effectiveness in comprehensive terms of a brand in relation to its competitors, and to obtain it, aspects such as the investment made in marketing, the perception of stakeholders, and its impact on the financial performance of the company are considered. As the consultancy itself explains, "to identify the strength of brands with respect to their competitors, Brand Finance uses a balanced scorecard of metrics that evaluate determining factors such as investment in marketing, brand equity and business performance (results of business)". The Brand Finance assessment is ISO 20671 Certified, and incorporates original data from market studies of more than 150,000 respondents in 38 countries and in 31 sectors.
For the Executive Vice President and CEO, Gabriel Escarrer, "Meliá Hotels International's commitment to its main brand, Meliá, which not only embodies the corporation, but also supports the entire family of hotel brands of the Group (Gran Meliá Hotels & Resorts , ME by Meliá, The Meliá Collection, Paradisus by Meliá, Meliá Hotels & Resorts, ZEL, INNSiDE by Meliá, Falcon's Resorts by Meliá, Sol by Meliá, and Affiliated by Meliá) is reflected in the Brand Finance ranking, which combines with excellence data from objective metrics with extensive qualitative research carried out on a sample of more than 100,000 people. For us, the fact of having overcome the biggest crisis suffered by the tourism industry, caused by the pandemic.