Meliá Hotels International (MHI) has been named the seventh strongest hotel brand in the world in the Hotels 50 2019 report published by Brand Finance, the world's leading independent brand strategy and assessment consultancy. The report also quantifies the financial value of the world's leading hotel brands to compile a ranking of the most valuable brands, in which MHI remains in 21st position for the second consecutive year. The hotel chain was also rated the most valuable hotel brand in Spain.
To determine brand strength, Brand Finance measures the effectiveness of a brand compared to its competitors, taking into account factors such as stakeholder perception, marketing investments and the impact of all this on the financial performance of the company.
"Being ranked as one of the 10 strongest hotel brands in the world is an acknowledgement of all the effort we made during the latest strategic plan period to raise the quality of our hotel portfolio and deliver our brand promise in each of our hotels with a particular focus on the guest experience. All this has allowed us to boost our customer satisfaction and loyalty, improve our market positioning and, ultimately, strengthen our brand reputation," stated Gabriel Escarrer, Vice President and CEO of Meliá Hotels International.
A culture of innovation is one of the hallmarks of the company and has become a fundamental driver behind the strengthening of its brand portfolio. Over the period of the company's latest strategic plan, MHI reviewed and updated all of its brand concepts and attributes to incorporate the latest trends in guest experience, while also carrying out numerous hotel renovation projects. Under this new approach, the company has led the way in innovation in the resort hotel industry and is becoming increasingly strong in the new “bleisure" segment (a combination of business and leisure), pioneering the successful transfer of concepts from the resort hotel industry to urban destinations with a high degree of leisure travel.
