YOUR TASTES, REFINED

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1 YOUR TASTES, REFINED Your invitation into Spanish luxury

2 CONTENTS 1. Strategic Brand Purpose p Brand Unique Selling Proposition p.06 Your invitation into Spanish luxury 3. Distinguishing Factors p Brand Development Strategy p Guest Profile p Key Brand Information p Brand Expressions p Architectural data p Gran Meliá around the world p.18 Founded by Gabriel Escarrer Juliá in 1956 in Palma de Mallorca (Spain), Meliá Hotels International is one of the largest hotel chains in the world and an absolute leader in the leisure and business market in Spain. Gran Meliá Hotels & Resorts, the most distinguished of all the Meliá Hotels International brands, represents the best of the Spanish luxury concept. Gran Meliá evokes the essence of Spanish culture: simple pleasures, connection to the land, respect for things done well and understated elegance in every detail. Our philosophy shines throughout your experience. From the extraordinary architecture of our hotels to the quality of our dishes echoing local flavours and in our warm, attentive service. Even the minutest of details are deeply rooted in Spanish flair. Every experience at Gran Meliá mirrors our appreciation for everyday reality and embraces the creativity and talent of our culture. 2 3

3 1. Strategic BRAND PURPOSE A dedication to a life well lived brought to life through the delivery of intuitive personal service, the fine execution of exceptional experiences, and a modern expression of Spanish luxurious culture. Gran Meliá takes residence at a collection of the world s most dramatically beautiful luxury landmarks. GRAN MELIÁ VILLA AGRIPPINA, ROME 4 GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID 5

3. Distinguishing FACTORS SPANISH PASSION & GRAVITAS THE FOREFRONT OF LUXURY Linked to Spanish culture. Balance of old and new. Spanish and European influence.

4 3. Distinguishing FACTORS SPANISH PASSION & GRAVITAS THE FOREFRONT OF LUXURY Linked to Spanish culture. Balance of old and new. Spanish and European influence. A globally renowned brand with a reputation for continuous refinement and innovation creating impeccable experiences. A SENSE OF PERSONAL SPACE REFINED LIFESTYLE DETAILS 2. Brand UNIQUE SELLING PROPOSITION Ubiquitous service that is attentive yet unobtrusive. Investment in personal relationships with guests and anticipation of their optimum experience. Dedicated to creating cultural enrichment. A networked brand with direct connections to the destination. USP Pinnacle of Spanish Style & Culture for the Globally Minded Luxury Traveller USP UNIQUE Brand owned assets that no one else can lay claim to. COMPETITIVE The quality control considerations that a five star luxury brand needs in order to compete to an international standard. DISTINGUISHING FACTORS HYGIENE FACTORS CONSIDERED The basics of luxury expectations, what international travellers require of all properties and brands as standard. 6 7

The second focus is to expand into strategic tourist destinations and emerging markets throughout Europe, Asia and Latin America.

5 4. Development STRATEGY Gran Meliá s development strategy focuses on overcoming the challenges and barriers of being part of a crowded international luxury hotel market. The brand s main aim is to ensure regional dominance in the main Spanish urban locations and resorts. The second focus is to expand into strategic tourist destinations and emerging markets throughout Europe, Asia and Latin America. Another brand approach is to develop by promoting the Leisure Real Estate Concept. GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID GRAN MELIÁ PALACIO DE ISORA, TENERIFE 8 9

OF KOREA ITALY seek tailored high-end services to give them a personalised experience. They value the preferential treatment reserved 2017 data * Others 31% for our most exclusive guests.

6 23% FEEDER MARKETS 5. Guest PROFILE 14% 8% EXPERTS TRAVELLERS As frequent travellers, luxury is an intrinsic part of their lives. They UNITED KINGDOM SPAIN UNITED STATES 6% 4% 4% 3% GERMANY FRANCE VENEZUELA SWITZERLAND 2% 2% 2% RUSSIAN FEDERATION REP. OF KOREA ITALY seek tailored high-end services to give them a personalised experience. They value the preferential treatment reserved 2017 data * Others 31% for our most exclusive guests. They are educated, stylish and demanding. They always choose the best locations with a premium service that understands and anticipates their needs and wants. When they travel, their priority is to feel unique. HIGH-END FAMILIES School holidays are the best time for them to travel as a family. They equate luxury with comfort, convenience and a relaxing atmosphere. They seek practical solutions exuding an elegant, classic style in an exclusive setting where their children can feel at home and join in fun and exciting activities. Their main wish is for them all to remember the holiday as an unforgettable experience. UP & COMER Despite frequent business trips, they still manage to take time for themselves. They seek pleasurable experiences that can help them unwind. They appreciate design, value exclusive locations and feel drawn to places where the atmosphere is exclusive, upmarket and cosmopolitan. Their hedonistic personality demands exceptional service that meets their expectations. GRAN MELIÁ DE MAR, MALLORCA GRAN MELIÁ JAKARTA, INDONESIA 10 11

Tenerife Maldives Jakarta Bintan REVENUE SEGMENTATION 40% 23% 22% DIRECT SALES E-COMMERCE LEISURE 8% 7% BUSINESS TRAVEL MICE 2017 data GRAN MELIÁ DESTINATIONS Spain MALLORCA

7 6. Key Brand INFORMATION Urbans 72% Resorts 28% 11 HOTELS 3,570 ROOMS 5 COUNTRIES 1,070,002 CUSTOMERS HOTELS OWNED 44% MANAGED RENTED 39% 17% ROOMS 47% 37% 16% OWNED MANAGED RENTED GRAN MELIÁ XIAN, CHINA THE WORLD S SOUGHT-AFTER DESTINATIONS Rome Ulaanbaatar Iran Xian Zhengzhou Caracas GRAN MELIÁ FÉNIX, MADRID Mallorca Seville Marbella Madrid Tenerife Maldives Jakarta Bintan REVENUE SEGMENTATION 40% 23% 22% DIRECT SALES E-COMMERCE LEISURE 8% 7% BUSINESS TRAVEL MICE 2017 data GRAN MELIÁ DESTINATIONS Spain MALLORCA SEVILLE MARBELLA MADRID TENERIFE ROME - Italy XIAN - China JAKARTA - Indonesia CARACAS - Venezuela PIPELINE ZHENGZHOU - China BINTAN - Indonesia HURAVEE - Maldives ULAANBAATAR - Mongolia IRAN 12 13

Meliá Hotels are in buildings of architectural importance, from modernist structures to grand neoclassical palaces.

8 7.BRAND EXPRESSIONS ARCHITECTURE AT ITS FINEST GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID Former 19 th Century Palace OUR PROPERTIES GRAN MELIÁ DE MAR, MALLORCA Building designed by Spanish architect José Antonio Coderch All Gran Meliá Hotels are in buildings of architectural importance, from modernist structures to grand neoclassical palaces. Whichever exceptional property you choose, a blend of history, luxury and avant-garde can be found inside and out

EXCEPTIONAL EXPERIENCES Fly over scenic landscapes.

Delve into culture like never before with a private visit

These experiences, inspired by Spanish flair, local

hotel and discover an exceptional side to your

Gran Meliá has created a unique collection of memorable

9 EXCEPTIONAL EXPERIENCES Fly over scenic landscapes. Explore the beauty of nature at sea. Delve into culture like never before with a private visit or event. These experiences, inspired by Spanish flair, local culture, art and cuisine, invite you to step out of your hotel and discover an exceptional side to your destination. Gran Meliá has created a unique collection of memorable experiences for travellers seeking to explore the essence of their surroundings. Treasure them forever. Exclusive access to private Art galleries in Rome with GRAN MELIÁ VILLA AGRIPPINA 16 17

REFINED SPANISH SERVICE CULTURE As the supervisor of all service rituals, the Lady in Red, who represents

discreet Spanish sophistication at all times.

REDLEVEL ENDLESS POSSIBILITIES As a boutique hotel within a hotel, RedLevel offers the ultimate VIP

10 REFINED SPANISH SERVICE CULTURE As the supervisor of all service rituals, the Lady in Red, who represents brand delivery in her every gesture, leads the Sense of Arrival Ceremony with confidence, grace style and discreet Spanish sophistication at all times. Lady in Red uniform designed by Spanish fashion firm The 2nd Skin & Co. REDLEVEL ENDLESS POSSIBILITIES As a boutique hotel within a hotel, RedLevel offers the ultimate VIP experience. The dedicated assistance of RedLevel butlers, a private lounge and check-in, VIP concierge and personalised welcome gifts are just a few of the luxurious and tailored services RedLevel guests enjoy

LUXURIOUS ROOMS & SUITES GALA EVENTS & WEDDINGS The in-room experience across all Gran Meliá hotels is designed to enhance each individual guest s stay and further refine their tastes.

All rooms include the magnificent Clarins amenities. Luxury celebrations are the core of Meetings & Events packages at Gran Meliá.

luxury event. GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID SPA & WELLNESS BY CLARINS Gran Meliá features the world-renowned Spa My Blend by Clarins for unforgettable beauty and wellbeing.

11 LUXURIOUS ROOMS & SUITES GALA EVENTS & WEDDINGS The in-room experience across all Gran Meliá hotels is designed to enhance each individual guest s stay and further refine their tastes. Rooms are a place not only for rest and relaxation, but also for anticipation, an impeccably designed and luxurious space for guests to indulge in the art of getting ready. All rooms include the magnificent Clarins amenities. Luxury celebrations are the core of Meetings & Events packages at Gran Meliá. A programme highly focused on spectacular events inspired by the excellence of Spanish service and the storytelling of each destination that will delight our guests at any type of luxury event. GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID SPA & WELLNESS BY CLARINS Gran Meliá features the world-renowned Spa My Blend by Clarins for unforgettable beauty and wellbeing. From ultra-luxury relaxation areas, hydrotherapy, aromatherapy, saunas and treatment rooms to personal training and hairdressing services, it is the ultimate in pampering for the mind, body and spirit. GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID 20 21

12 GRAN MELIÁ COLÓN, SEVILLE SIGNATURE DINING Dining is a cornerstone of Gran Meliá. Signature chefs as Marga Coll or the brothers Javier and Sergio Torres, create innovative cuisine that embraces local culture to delight our Epicurean guests. 22GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID 23

8. Architectural DATA URBAN RESORT PROTOTYPE FACILITY PROGRAM SUMMARY 200 Keys - 91 Gross m 2 / Key 984 Gross sq ft / Key PROTOTYPE FACILITY PROGRAM SUMMARY 250 Keys - 104 Gross m2 / Key 1,119 Gross

13 8. Architectural DATA URBAN RESORT PROTOTYPE FACILITY PROGRAM SUMMARY 200 Keys - 91 Gross m 2 / Key 984 Gross sq ft / Key PROTOTYPE FACILITY PROGRAM SUMMARY 250 Keys Gross m2 / Key 1,119 Gross sq ft / Key A. GUESTROOMS A. GUESTROOMS 42% Grand Luxe 44 m sq ft 21% Junior Suite 50 m sq ft 18% RedLevel Grand Luxe 44 m sq ft 10% RedLevel Master Suite 100 m 2 1,076 sq ft 9% RedLevel Junior Suite 50 m sq ft 1% RedLevel Presidential Suite 135 m 2 1,453 sq ft A. Subtotal: 10,371 m 2 111,633 sq ft 42% Grand Luxe 44 m sq ft 21% Junior Suite 50 m sq ft 18% RedLevel Grand Luxe 44 m sq ft 10% RedLevel Master Suite 100 m 2 1,076 sq ft 9% RedLevel Junior Suite 50 m sq ft 1% RedLevel Presidential Suite 135 m 2 1,453 sq ft RedLevel Garden Villas (Optional) A. Subtotal: 13,038 m 2 140,341 sq ft B. PUBLIC AREAS Porte-Cochere / Entrance / Valet Lobby Reception Lounge Business Centre Lounge & Restaurant All Day Epicurean Venue Signature Bar Signature Restaurant Red Level Lounge Pool & Sky Bar (Optional) Spa Gym Ballroom Pre-function Meeting rooms Business Centre (Conventions) Other areas 60 m m m 2 60 m m 2 60 m m m m m m m m m m m sq ft 1,076 sq ft 2,153 sq ft 646 sq ft 3,014 sq ft 646 sq ft 1,615 sq ft 2,583 sq ft 2,153 sq ft 2,583 sq ft 1,722 sq ft 4,306 sq ft 1,615 sq ft 3,229 sq ft 1,076 sq ft 2,885 sq ft B. Subtotal: 2,968 m 2 31,948 sq ft B. PUBLIC AREAS Porte-Cochere / Entrance / Valet Lobby Reception Lounge Business Centre The Red Level Lounge & Red Level Bistro Premises Reception Bar (In Reception Lounge) Restaurant 1, Pangea/Market Grill (All Day Epicurean Venue) Restaurant 2, Beach Club & Liquid Garden Restaurant 3, Nami Asian Bistro Restaurant 4, Signature Restaurant Oyster & Caviar Champagne Bar Onix Lounge / Piano Bar Ballroom Pre-function Meeting rooms Business Centre Spa Gym Other Areas 100 m m m 2 75 m m m m m m m 2 63 m m m m m m m m m 2 1,076 sq ft 1,346 sq ft 2,960 sq ft 807 sq ft 2,960 sq ft 1,615 sq ft 6,189 sq ft 4,037 sq ft 1,615 sq ft 1,615 sq ft 673 sq ft 1,346 sq ft 5,382 sq ft 2,018 sq ft 4,037 sq ft 1,346 sq ft 3,229 sq ft 2,153 sq ft 4,219 sq ft B. Subtotal: 4,517 m 2 48,621 sq ft C. BACK OF THE HOUSE Support areas, administration, engineering, etc. C. Subtotal: 1,642 m 2 17,670 sq ft C. BACK OF THE HOUSE Support areas, administration, engineering, etc. C. Subtotal: 2,032 m 2 21,875 sq ft D. VERTICAL AND HORIZONTAL COMMUNICATIONS D. VERTICAL AND HORIZONTAL COMMUNICATIONS GRAN MELIÁ DON PEPE, MARBELLA Corridors, stairs, lifts (for public and private areas of the hotel) D. Subtotal: 3,296 m 2 35,475 sq ft Corridors, stairs, lifts (for public and private areas of the hotel) D. Subtotal: 4,309 m2 46,384 sq ft Total (A+B+C+D): 18,276 m 2 196,726 sq ft Total (A+B+C+D): 23,896 m 2 257,221sq ft Total External Areas: 3,905 m² 42,033 sq ft 25

14 9. Gran Meliá AROUND THE WORLD AMERICA & ASIA GRAN MELIÁ XIAN, CHINA GRAN MELIÁ COLÓN, SEVILLE GRAN MELIÁ DE MAR, MALLORCA GRAN MELIÁ DON PEPE, MARBELLA GRAN MELIÁ CARACAS, VENEZUELA GRAN MELIÁ JAKARTA, INDONESIA FUTURE OPENINGS EUROPE GRAN MELIÁ FÉNIX, MADRID GRAN MELIÁ PALACIO DE ISORA, TENERIFE GRAN MELIÁ ZHENGZHOU, CHINA GRAN MELIÁ ULAANBAATAR, MONGOLIA GRAN MELIÁ HURAVEE, MALDIVES GRAN MELIÁ PALACIO DE LOS DUQUES, MADRID GRAN MELIÁ ROME VILLA AGRIPPINA, ROME GRAN MELIÁ VICTORIA, MALLORCA GRAN MELIÁ IRAN GRAN MELIÁ BINTAN, INDONESIA 26 27

Your invitation into Spanish luxury Contact us at development@melia.

15 Your invitation into Spanish luxury Contact us at Discover more about us at

INDEX. to the world s most desirable destinations STRATEGIC BRAND IMPERATIVE DISTINGUISHING FACTORS GUEST PROFILE BRAND DEVELOPMENT STRATEGY

INDEX. to the world s most desirable destinations STRATEGIC BRAND IMPERATIVE DISTINGUISHING FACTORS GUEST PROFILE BRAND DEVELOPMENT STRATEGY to the world s most desirable destinations Founded by Gabriel Escarrer Juliá in 1956 in Palma de Mallorca (Spain), Meliá Hotels International is one of the largest hotel chains in the world and an absolute