Consolidation of the INNSiDE by Meliá and Affiliated by Meliá brands is already a reality for the chain in Brazil
Meliá Hotels International participates in the WTM to share its projects for Brazil and Latin America; company had a positive performance last year is optimistic about the recovery of the sector
Meliá Hotels International's expectations at WTM are high. The two international tourism fairs that the company recently participated in – FITUR in Madrid and ANATO in Bogotá – showed that the international market is optimistic about 2022. And Meliá itself had a positive performance last year, according to data figures disclosed by the company: improved its revenue by +70.8%, EBITDA by +182.8% and net income by +67.6%, compared to the year 2020.
“This performance gives clear signs of recovery in the sector and we also share this optimism”, says Fernando Gagliardi, Sales Director for Latin America, when commenting on the changes and actions that the company has taken and have proven to be very effective in the current scenario. from the hotel industry.
One of the network's bets in Brazil was the INNSiDE by Meliá brand. With more than 40 hotels distributed in the main destinations in the world, the brand brings the concept of bleisure to the country. Incorporated into Meliá's portfolio since 2007, INNSiDE represents an evolution of the hotel industry, which brings together, in the same enterprise, attractions for business and leisure trips. In other words, the already tenuous boundaries between work and personal life disappear for good, and the result is a complete experience that allows the guest to relax and enjoy life without disconnecting from obligations.
Here, the brand debuted in October 2020, making the Itaim unit the first in Brazil, and the third in the Americas, after New York and Lima. Now, the Group has just delivered another unit, the INNSiDE by Meliá São Paulo Iguatemi (formerly TRYP São Paulo Iguatemi). “We are starting a new success story with INNSiDE, which has already won over our customers”, says Fernando.
Another change pointed out by the executive is the Affiliated by Meliá concept. This new business model allows the enterprises that carry this signature to maintain their own and differentiated identity while, managed by Meliá Hotels International, carry their standard of service, marketing and distribution. The first hotel to earn this mark in Brazil, in October last year, was the Tatuapé unit, in São Paulo. The now São Paulo Tatuapé Affiliated by Meliá was completely renovated in its common areas, such as a restaurant, bar, lobby, fitness center, swimming pool and an exclusive space for brides. Another 4 hotels – 2 in Brasília and 2 in São Paulo – are already in the process of being remodeled for Affiliated by Meliá.
The MeliáRewards loyalty program is also a strategic point for Meliá, which is investing heavily in it, whether in technology, to bring practical solutions for redeeming points, selling and browsing the site; or in partnerships with the tourist trade and fashion, technology and entertainment companies. There are more than 115 brands associated with the program, which already has 13.8 million registered customers from 150 countries.
Such an achievement is reflected in the sales figures in Meliá's direct channels. Before the pandemic, approximately 40% of total sales were through direct channels and during the pandemic they represented almost 80% of the total.
The fact that Brazilians are starting to travel more, with the control of the pandemic and opening of borders, gives Meliá Hotels International a greater perspective in Latin American countries. “We have seen a trend towards more regionalized travel due to the appreciation of the dollar in South American markets – such as Argentina, Peru and Colombia etc – and where the real remains a strong currency”, says Gagliardi. “It is being advantageous for Brazilians to travel to these destinations, in addition to being easy: in just over 2 hours, for example, people from São Paulo can arrive in a paradise like Gran Meliá Iguazú, which is located inside the park overlooking the cataracts”.