Meliá strengthens its presence in Latin America with new openings, rebranding, and a strong commitment to the MICE segment

What was Meliá's participation in this edition of WTM Latin America like? What's your assessment of the event?

WTM Latin America is, without a doubt, the most important trade show for us at the regional level. It's where we make our largest investment, both in structure and human resources. A large part of the team participates, including collaborators from various countries such as Peru, Argentina, and other key markets. It's a unique opportunity to meet with leading trade professionals and present our latest developments.

What have been the main announcements you've shared over the last few days?

The highlight has been the addition of the Casa de Uco hotel, located in Buenos Aires, to the Meliá Collection. We took over at the beginning of March, and it represents a significant achievement: it's the first Meliá Collection in Latin America. We're very proud to include it in our portfolio. Furthermore, we see strong growth prospects in Argentina, with several projects under evaluation in destinations such as Ushuaia, El Calafate, Bariloche, and Salta.

What initiatives are you currently developing in Brazil?

We are working on the rebranding of the Affiliated Higienópolis hotel in São Paulo. It will become an INNSiDE by Meliá, the third in Brazil, alongside INNSiDE Itaim and INNSiDE Iguatemi. The opening is scheduled for May 9, and we are currently in the final stages of the renovation necessary for the rebranding process.

In addition, we launched an incentive campaign for groups and events at our hotels in Brazil. This includes more attractive commissions for accommodations, meeting rooms, and food and beverages, as well as a 5% bonus on the total billed amount that travel agents or meeting planners can use for their next event at our hotels in the country.

What other promotional activities do you have planned for this year?

We're very active on the events calendar. Last week, we were present at ABAV Interior in Campinas. We'll soon be holding roadshows in Rio and São Paulo, and recently held another at Casa Lucía in Buenos Aires. We'll also be participating in ILTM Latin America here in São Paulo, alongside our Luxury Sales team and hotels like Gran Meliá Iguazú and Casa Lucía, as well as other hotels in the Caribbean and Europe. In addition, we'll be present at key trade shows like IMEX Frankfurt and will be holding a national Sales Blitz to promote the incentive campaign.

What percentage of Meliá's business currently represents in the region?

In Latin America, this segment represents nearly 20% of our business. There's room for further growth, but we also have strong occupancy in the corporate sector, especially in Brazil, where our hotels are mostly urban.

What expansion plans do you have for other markets in the region?

We are evaluating opportunities in Peru and Brazil, with an expansion plan to reach more capital cities. We are currently heavily focused on São Paulo, but we also want to operate in Rio de Janeiro, Curitiba, and Salvador de Bahia. The franchise model is one of the models we want to strengthen, offering our brand, sales, and distribution systems.

In such a changing global context, how do you perceive the evolution of demand in the region?

Despite the international economic turbulence, the business remains solid. While there is a lot of speculation on the global stage, in Brazil we see a strong private sector that continues to generate opportunities, regardless of political or economic changes. This dynamic is also reflected in Argentina and Peru, where we have a large part of our operations. In Venezuela, where we also operate, the situation is more complex, as it is more dependent on the government and there is less of a private sector presence.

What is Meliá's overall outlook for 2025 in Latin America?

The year got off to a good start for the region, and we are optimistic. We continue to focus on sustainable growth, consolidating our presence in key markets and expanding our value propositions, both for corporate clients and for the luxury and events segment.