21 August 2017

France, a great opportunity to increase brand recognition

Meliá La Defense - General Facade

Meliá Hotels International began operations in France almost two decades ago with the intention of bringing its brands to the most popular travel destination in the world. With 82.6 million international visitors in 2016, the country remained the number one travel destination in the world in spite of receiving 2% less visitors according to the UNWTO after a difficult year greatly affected by terrorist attacks.

However, as the company noted in its financial report for the first half of the year, Paris has begun to show signs of recovery and confidence in 2017, and the company remains optimistic about a gradual improvement over the rest of the year.

One of the key factors behind the success of Meliá Hotels International's is brand specialization, a strategy that has led the company to adapt its products to the needs of different types of customers to diversify and attract higher category demand. Paris has been a good example of this, and now has a portfolio of high-value hotels that showcase the company’s two areas of expertise: leisure travel and business travel.

With five boutique hotels in the heart of the city (Meliá Champs Elysses, Meliá Vendome, Meliá Tour Eiffel, Meliá Notre Dame and TRYP Opera, the hotels’ names revealing their excellent locations), Meliá has consolidated a portfolio of fully renovated hotels for discerning leisure travellers visiting the city of light.

In 2015, Meliá Hotels International continued with its diversification to provide facilities for the significant business demand in the district of La Defense, one of the most important financial centres in Europe. The result was the Meliá La Defense, one of the company’s benchmarks for the development of its “bleisure” concepts, combining business and leisure activities, with which it aims to provide a better experience and customer service for modern business travellers.

However, the Spanish hotel company still has one pending objective: the opening of its first hotel at Charles de Gaulle airport in Paris, the perfect product to complete its presence in the city. This four-star hotel will be the first for the INNSIDE by Meliá brand in France, and will become the company’ seventh hotel in Paris. This modern hotel has already begun construction and is scheduled to open in 2019 with a strong focus on business travellers.

More growth in France

The French market offers many opportunities for a company like Meliá Hotels International. In addition to being the most popular travel destination in the world, its population of 65 million people make it an extraordinary market for outbound travel to other destinations where the company operates hotels. As explained by Alfredo Aznar, Regional Director for Meliá Hotels International in France, "we are very interested in growing our brand recognition in France to allow us to grow both inside and outside its borders."

The hotel company is currently studying projects in several popular destinations, including Saint Tropez, Marseille and Bordeaux, in order to extend its brand footprint and become a leading brand in one of the world powers in the travel industry, while also providing a major boost to its international recognition.

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