Melia Hotels Targets Millennials with Relaunch of Innside Brand
Meliá Hotels International, Spain's largest hotel brand, has announced the evolution of the INNSiDE by Meliá portfolio at this year's FITUR - Spain's International Tourism Trade Fair, which takes place in Madrid, 23-27 January 2019. INNSiDE has been previously renowned for its centrally-located, urban lifestyle hotels in Europe.
2019 will see INNSiDE by Meliá expand to include resort destinations, to bring a stronger leisure and wellness offering to its portfolio. With the reinvention of INNSiDE, the Spanish hotel brand is adapting its business strategy to captivate the younger generation of business and leisure travelers, taking the brand from urban into resort destinations.
Meliá Hotels International is the only group out of the 20 leading global hotel companies that was initially founded in leisure, and 50 per cent of its business remains in the resort sector. The group has recognized an opportunity to target millennials in the mid-scale lifestyle category by expanding into resort-led destinations, where the lines between work and leisure are becoming more fluid. Consumers are looking for flexibility and freedom when they travel, and ultimately hotel brands that fit seamlessly with their lifestyle.
INNSiDE will boast 22 hotels, with plans to expand into resort locations in Europe and Indonesia, including Fuerteventura, Mallorca and Bali, as well as urban locations in Asia, Europe and the Middle East.
Relaunching in 2019, INNSiDE by Meliá will offer a range of design-led lifestyle and resort hotels, to give guests more freedom to relax and explore, whether they are travelling for work or leisure. The brand will focus its strategy on sustainability, holistic bleisure, music and local culture, to introduce initiatives that target millennials.
The properties will provide a space and place that embraces the local culture and creates environments where guests can work, workout, rest and play. To encourage them to discover new neighborhoods, guests will have access to INNSiDE city guides, with local sights and wellness tips.