TABLE OF CONTENTS. OO. INTRODUCTION p NATURE INCLUDED p STRATEGIC BRAND PURPOSE p. 5

Size: px

Start display at page:

Download "TABLE OF CONTENTS. OO. INTRODUCTION p NATURE INCLUDED p STRATEGIC BRAND PURPOSE p. 5"

Austen Grant
5 years ago
Views:

1 N AT U R E I N C L U D E D

2 TABLE OF CONTENTS OO. INTRODUCTION p NATURE INCLUDED p STRATEGIC BRAND PURPOSE p UNIQUE SELLING PROPOSITION & DISTINGUISHING FACTORS p BRAND DEVELOPMENT STRATEGY p KEY BRAND INFORMATION p GUEST PROFILE p THE MEMORY OF STAYING STAYS WITH YOU p BRAND EXPRESSIONS p ARCHITECTURAL DATA p PARADISUS AROUND THE WORLD p P ARADISUS RESORTS BRAND FACT SHEET

PARADISUS BY MELIÁ LUXURIOUS ALL-INCLUSIVE WATERFRONT RESORTS Meliá Hotels International has been a respected leader in European hospitality since founder Gabriel Escarrer opened his first hotel in

3 PARADISUS BY MELIÁ LUXURIOUS ALL-INCLUSIVE WATERFRONT RESORTS Meliá Hotels International has been a respected leader in European hospitality since founder Gabriel Escarrer opened his first hotel in Palma de Mallorca, Spain in The family-owned company s rapid growth into today s dominant global brand results from strategic mergers and acquisition of properties and markets; development of diverse brands that satisfy every guest for every occasion; socially, environmentally and culturally responsible management; and a solid commitment to sustainability across all brands. Paradisus by Meliá is Meliá Hotels International s award-winning luxury all-inclusive brand. The Resorts are located in nature s greatest havens. In addition to living the Meliá philosophy, Paradisus is thoughtfully committed to the health and well-being of both guests and the surrounding environment and is deeply respectful of local gastronomy and cultures. PARADISUS LOS CABOS NATURE INCLUDED 3

01 NATURE Included Set against the most renowned and emergent resort hotspots around the world, Paradisus by Meliá transports guests into a paradise that reflects the natural beauty of its

Mindful of its presence within nature, Paradisus is committed to achieving balance with the environment around its properties, and in turn, places this passion at the heart of its resort experience,

4 01 NATURE Included Set against the most renowned and emergent resort hotspots around the world, Paradisus by Meliá transports guests into a paradise that reflects the natural beauty of its destination. Mindful of its presence within nature, Paradisus is committed to achieving balance with the environment around its properties, and in turn, places this passion at the heart of its resort experience, inviting guests to encounter mesmerizing nature and inspirational culture nearby. This narrative of being at one with the destination runs through each element of the resort from locally-inspired dinner menus to environmentally conscious in-room products. Using a combination of unobtrusive technologies and worldclass service, guests can expect to be transported into a resort environment that perfectly balances the feel of luxury with an unpretentious atmosphere. Within this space with the most stunning nature as a backdrop current or future friends and loved ones come together and share this luxurious slice of paradise. 4 P ARADISUS RESORTS BRAND FACT SHEET

5 02 STRATEGIC Brand Purpose To enable Meliá Hotels International to become the luxury all-inclusive category leader by winning over the next generation of all-inclusive resort travelers. BRAND Unique Selling Proposition AN UNPRETENTIOUS LUXURY ALL-INCLUSIVE THAT IMMERSES GUESTS INTO AN AUTHENTIC AND ENVIRONMENTALLY-CONSCIOUS TASTE OF THEIR DESTINATION Brand owned assets that no one else can lay claim to A characteristic that helps the brand to be considered over its competitors DISTINGUISHING FACTORS HYGIENE FACTORS A characteristic that is necessary to have in order to simply exist as a luxury all-inclusive STRATEGIC BRAND PURPOSE & BRAND USP 5

throughout the resort A NATURAL RETREAT Organic and Eco-Chic Interior design and decoration A natural spa that

6 03 DISTINGUISHING Factors SENSITIVE TO PLACE Excursions and workshops to learn about local culture Entertainment that closely draws into customs and festivals of the region Locally-inspired food and beverage throughout the resort A NATURAL RETREAT Organic and Eco-Chic Interior design and decoration A natural spa that brings the outside in, and the inside out Excursions into the depths surrounding nature 6 P ARADISUS RESORTS BRAND FACT SHEET

ENGINEERING TOGETHERNESS Casual, food sharing that encourages families

Workshop activities, where MICE and small groups learn from an expert

elements Service is attentive but unobtrusive to enable guests to relax

7 ENGINEERING TOGETHERNESS Casual, food sharing that encourages families and guests to come together Inter-generational spaces and activities Workshop activities, where MICE and small groups learn from an expert QUIETLY MODERN Technology is used in the background to enhance service elements Service is attentive but unobtrusive to enable guests to relax and unwind Modern design that blends into the setting DISTINGUISHING FACTORS 7

8 04 BRAND DEVELOPMENT Strategy Our strategic growth focuses on real, transformative experiences in cultures and surroundings that touch souls because we understand that in an all-inclusive resort experience, the most important thing to include is our guest. PARADISUS PLAYA DEL CARMEN Maintain a leadership role in the luxury all-inclusive market Continue to respond to our niche markets in ways that resonate for their various life stages Evolve and ever-improve our 7-Star food and beverage options, life enriching experiences and spa experiences Expand our footprint in Asia 8 P ARADISUS RESORTS BRAND FACT SHEET

9 PARADISUS PALMA REAL BRAND DEVELOPMENT STRATEGY 9

DIRECT SALES E-COMMERCE MEETINGS & EVENTS BUSINESS TRAVEL MANAGEMENT FORMULA

10 05 KEY BRAND Information 11 HOTELS 100% leisure 5,068 ROOMS 3 COUNTRIES 1,932,173 CUSTOMERS 37% REVENUE SEGMENTATION 26% 18% 15% 5% 2017 data LEISURE DIRECT SALES E-COMMERCE MEETINGS & EVENTS BUSINESS TRAVEL MANAGEMENT FORMULA OWNED 57% MANAGED 43% OWNED 48% MANAGED 52% HOTELS ROOMS 10 P ARADISUS RESORTS BRAND FACT SHEET

THE WORLD S DESTINATIONS PIPELINE COUNTRIES: 3 HOTELS:

290 COUNTRIES: 2 MEXICO AND DOMINICAN REPUBLIC CUBA

778 COUNTRIES: 1 CURRENT DESTINATIONS MEXICO Paradisus

Only) Paradisus Playa del Carmen - La Esmeralda

Princesa del Mar Paradisus Rio de Oro PIPELINE MEXICO

DOMINICAN REPUBLIC Paradisus Punta Cana Paradisus

11 THE WORLD S DESTINATIONS PIPELINE COUNTRIES: 3 HOTELS: 3 ROOMS: 1750 HOTELS: 8 ROOMS: COUNTRIES: 2 MEXICO AND DOMINICAN REPUBLIC CUBA HOTELS: 3 ROOMS: : COUNTRIES: 1 CURRENT DESTINATIONS MEXICO Paradisus Cancun Paradisus Playa del Carmen - La Perla (Adults Only) Paradisus Playa del Carmen - La Esmeralda Paradisus Los Cabos CUBA Paradisus Varadero Paradisus Princesa del Mar Paradisus Rio de Oro PIPELINE MEXICO Playa Mujeres COSTA RICA Papagayo Bay CUBA Los Cayos DOMINICAN REPUBLIC Paradisus Punta Cana Paradisus Palma Real The Reserve at Paradisus Punta Cana The Reserve at Paradisus Palma Real PARADISUS CANCUN KEY BRAND INFORMATION 11

ADULTS (16-25) A growing interest in health sees them detoxing during the day with healthy cocktail and modern fitness routines A chance to get a

their families GEN Y TOMORROW S PARENTS (25-35) Quiet, tranquil environments, connected to nature, where they can completely switch off Continuation

MATURING VACATIONERS (35-50) They see resorts as offering a balance of personal indulgence, family convenience, and a chance to create memories with

12 06 GUEST Profile GEN D CONNECTED KIDS (8-15) Appreciate an extension of the connectivity they have at home Mesmerizing experiences with nature that they cannot experience at home Desire organized activities, as well as free time to spend with other kids their age away from their parents GEN Z NEW ADULTS (16-25) A growing interest in health sees them detoxing during the day with healthy cocktail and modern fitness routines A chance to get a taste of the good life from being pampered by their parents Socializing spaces set away from the main bars and restaurants to enable moments away from their families GEN Y TOMORROW S PARENTS (25-35) Quiet, tranquil environments, connected to nature, where they can completely switch off Continuation of routine at home: exercise, healthy eating, and social media maintenance Resort should still offer a chance to discover local culture and food GEN X MATURING VACATIONERS (35-50) They see resorts as offering a balance of personal indulgence, family convenience, and a chance to create memories with loved ones A resort needs to demonstrate ethical credentials Gen X are the pioneers of fair trade and conscious consumerism 12 P ARADISUS RESORTS BRAND FACT SHEET

13 49% FEEDER MARKETS 7% 6% * Others: 17% 4% 3% 3% 3% 3% 2% 2% USA CANADA MEXICO ARGENTNA SPAIN UK CHILE FRANCE RUSSIA BRAZIL PARADISUS PUNTA CANA GUEST PROFILE 13

14 07 THE MEMORY OF STAYING Stays with You Our guest is a respected and active part of our brand. We listen and respond in real ways to create real experiences for real people. 19 PARADISUS VARADERO 14 P ARADISUS RESORTS BRAND FACT SHEET

THE EXPERIENCE All-inclusive pricing Enticing beach locations Lush tropical gardens Soothing fountains in public areas Original art throughout the resort Low-rise architecture integrated into and

15 THE EXPERIENCE All-inclusive pricing Enticing beach locations Lush tropical gardens Soothing fountains in public areas Original art throughout the resort Low-rise architecture integrated into and sensitive to the environment Master-class, award-winning interior design Outdoor sound system for music and ambiance Lagoon style freshwater swimming pools Professional and attentive staff THE DINING OPTIONS 8-Star Michelin Chef Martin Berasategui at the helm Enticing a la carte restaurants featuring creative menu concepts in designer spaces Bars and lounges serving a full selection of premium brand beverages Master mixologists THE ACTIVITIES Water sports, land sports and other activities Supervised kids facilities and entertainment Fitness center YHI SPA THE COMFORTS Fabulous linens, towels, robes Exclusive Thierry Mugler for Paradisus bath and personal amenities Fully stocked mini bar 24-hour room service High-speed internet Express check-out THE SPECIAL FACILITIES Excellent meeting and event facilities Full-service business centers Dedicated adult areas Dedicated kids areas THE MEMORY OF STAYING STAYS WITH YOU 15

16 PARADISUS LOS CABOS 16 P ARADISUS RESORTS BRAND FACT SHEET

17 17

18 18 P ARADISUS RESORTS BRAND FACT SHEET 08. BRAND EXPRESSIONS

19 PARADISUS PALMA REAL BRAND EXPRESSIONS 19

A place to connect and reconnect with nature, loved ones and oneself.

Thierry Mugler Bath Amenities Upgraded Amenities & Services Personalized Mini Bar Nespresso Coffee System Exclusive resort

20 A place to connect and reconnect with nature, loved ones and oneself. Royal Service offers adult guests a space to indulge in life s finer moments but also to relax and be pampered by our skilled Royal Service butlers. Exclusive Adults-only experience Exclusive Check-in/Check-out Lounge with Internet Corner and Library Oversized Suites Thierry Mugler Bath Amenities Upgraded Amenities & Services Personalized Mini Bar Nespresso Coffee System Exclusive resort area Exclusive pool and beach area Pool & Beach valet service Exclusive Royal Service guest restaurant Personal butler Assistance and priority reservations for restaurants and activities PARADISUS CANCUN PARADISUS PLAYA DEL CARMEN - LA PERLA 20 P ARADISUS RESORTS BRAND FACT SHEET

An immersive vacation experience for adults and kids.

memories. Family Concierge is the ultimate multi-generational experience.

Internet Corner and Library Oversized Suites Personalized Mini Bar Nespresso Coffee System

Concierge guest restaurant Exclusive pool with valet service Cookies & Milk turn-down

21 An immersive vacation experience for adults and kids. Family Concierge will offer opportunities for families to reconnect and create everlasting memories. Family Concierge is the ultimate multi-generational experience. A pampered multi-generational vacation experience Exclusive Check-in/Check-out Lounge with Internet Corner and Library Oversized Suites Personalized Mini Bar Nespresso Coffee System Thierry Mugler Bath Amenities Kid-size amenities and bath products Exclusive Family Concierge guest restaurant Exclusive pool with valet service Cookies & Milk turn-down service In-room video games Personal Family Concierge Assistance and priority reservations for restaurants and family activities PARADISUS PALMA REAL BRAND EXPRESSIONS 21

sustainable design while remaining acutely aware of its carbon

22 Organic Eco Chic Design Paradisus design direction embraces an eco-chic philosophy that is inspired by the resort s natural surroundings, using sustainable design while remaining acutely aware of its carbon footprint reduction. PARADISUS PALMA REAL 22 P ARADISUS RESORTS BRAND FACT SHEET

PARADISUS PLAYA DEL CARMEN PARADISUS LOS CABOS THE RESERVE AT PARADISUS

Our accommodations are place of respite, offering a distinctly tranquil

Guests are always surrounded by a beautiful, natural setting.

23 PARADISUS PLAYA DEL CARMEN PARADISUS LOS CABOS THE RESERVE AT PARADISUS PALMA REAL DESIGN & IN-ROOM EXPERIENCE A place to dwell. Our accommodations are place of respite, offering a distinctly tranquil and relaxing luxury environment. Guests are always surrounded by a beautiful, natural setting. In addition to offering views of the pools and ocean, views of the surrounding natural foliage are incorporated as a design element. BRAND EXPRESSIONS 23

personalized, enriching and seamlessly integrated experiences.

24 Wellness A nature inspired retreat that takes a holistic approach to guests overall wellbeing through authentic, personalized, enriching and seamlessly integrated experiences. P 17 THE RESERVE AT PARADISUS PALMA REAL 24 P ARADISUS RESORTS BRAND FACT SHEET

01 AUTHENTIC Authentic wellness activities and treatments are specially designed using local

02 PERSONALIZED The wellness offering is not a one-size-fits all solution.

s beauty to create enriching wellness experiences.

25 01 AUTHENTIC Authentic wellness activities and treatments are specially designed using local and age-old healing traditions from around the world. 02 PERSONALIZED The wellness offering is not a one-size-fits all solution. Our experts go a step further and tailor wellness experiences according to each guests individual wellness needs. 03 ENRICHING Fun, relaxed and engaging wellness activities using nature and the destination s beauty to create enriching wellness experiences. 04 NATURE, INSPIRED RETREAT Playing squarely into the urbanite s need for sustainable health solutions and being surrounded by nature, the wellness offering will leverage the destination s beauty to replenish mind and body. PARADISUS LOS CABOS BRAND EXPRESSIONS 25

socializing, reconnecting, disconnecting, having fun and using the destination

26 Multigenerational Entertainment Guests enjoy a menu of customized elevated experiences for each person s demographic & psychographic where learning, socializing, reconnecting, disconnecting, having fun and using the destination and its culture as a backdrop, turns into a lifetime memory. 26 P ARADISUS RESORTS BRAND FACT SHEET

LIFE ENRICHING EXPERIENCES A memorable vacation begins with memorable experiences.

Diverse workshops that drive the point of sustainability, culture, art and adventure delivered by experienced professionals.

with their surroundings and the destination. These programs are specifically designed for MICE, groups of friends, families or couples.

27 LIFE ENRICHING EXPERIENCES A memorable vacation begins with memorable experiences. Paradisus enriches your life by filling your mind, body and soul with experiences that teach and challenge you. Diverse workshops that drive the point of sustainability, culture, art and adventure delivered by experienced professionals. AUTHENTIC LIFE ENRICHING EXPERIENCES Exclusive authentic life enriching experiences allow guests to not only connect on the human level but also with their surroundings and the destination. These programs are specifically designed for MICE, groups of friends, families or couples. VOLUNTOURISM VACATIONS Paradisus is proud to offer volunteer programs at each property. Guests can book their tailored volunteer experience as an add-on, for one day or multiple-day opportunities, choosing from education, community outreach or environmental-based themes. BRAND EXPRESSIONS 27

28 Our Romance team is expertly trained to create lovely parties of all sizes, from a small family affair to the blow-out destination wedding of someone s biggest dreams. 28 P ARADISUS RESORTS BRAND FACT SHEET

Exclusive Event Planning services Expert

29 Exclusive Event Planning services Expert Romance Managers & Coordinators Unique Romantic Escapes Honeymoon & Anniversary Packages Customizable Destination Wedding Packages: Tailore Made Allure Chill-out Chic Aqua Fantasy Wish BRAND EXPRESSIONS 29

Multigenerational Service Entertainment Culture With extraordinary resorts that combine exceptional service with hospitality innovation.

30 Multigenerational Service Entertainment Culture With extraordinary resorts that combine exceptional service with hospitality innovation. Paradisus by Meliá ensures the guests experience lasts a lifetime through its service culture: belonging begins here. 30 P ARADISUS RESORTS BRAND FACT SHEET

HEARTFELT We are warm and friendly so our

entertaining experiences that can transform

31 HEARTFELT We are warm and friendly so our guests feel at ease. NATURALLY CARING With consistent attentiveness, we have an unwavering focus on our guests needs. MEMORY MAKERS We create memorable and entertaining experiences that can transform our guests lives. CAN DO Personalized service, enabling joyful moments which surprise and deligh BRAND EXPRESSIONS 31

Authentic & Sustainable Gastronomy The Paradisus

to feel authentically immersed within the

32 Authentic & Sustainable Gastronomy The Paradisus F&B vision is aligned with all things local: artisans, markets, chefs, cuisine, and ingredients. These factors provide a sense of place for guests to feel authentically immersed within the destination. PARADISUS CANCUN 32 P ARADISUS RESORTS BRAND FACT SHEET

The vision rolls out into these 3 categories: SIPS Having established a thoroughly

offer from branded and popular, to experiential and educational not only serving

IT CONNECTS PEOPLE SIGNATURE DINING Focus is on fewer, elevated individual

33 The vision rolls out into these 3 categories: SIPS Having established a thoroughly premium drinks offer throughout the brand, the next step is to move its drink offer from branded and popular, to experiential and educational not only serving the guests favorite drinks, but helping them discover local ones with ingredients from the Paradisus Flora Farm. CASUAL DINING The casual food offer embraces modern, convivial ways of eating. IT CONNECTS PEOPLE SIGNATURE DINING Focus is on fewer, elevated individual restaurants, each with a more contemporary feel. Each of these categories are supplied by the on property Paradisus Flora Farm. BRAND EXPRESSIONS 33

OFF-THE-BEATEN-PATH VOLUNTOURISM Groups are seeking out experiences that enlighten, enrich or give back to the community. High on the list are opportunities to learn more about the destination.

34 MICE MEETINGS & INCENTIVES A Paradisus meeting is inspiring and exclusive. Groups are looking for places where no one else can get in. They seek out unique places or experiences that are far out of reach to the general public. These opportunities become immersive experiences and turn into a new way to (re)discover a destination. OFF-THE-BEATEN-PATH VOLUNTOURISM Groups are seeking out experiences that enlighten, enrich or give back to the community. High on the list are opportunities to learn more about the destination. MEETING TECHNOLOGY Clients have access to revolutionary technology such as Holographic and 360⁰ projection or interactive digital rooms. MULTI-GENERATIONAL INCENTIVES With consistent attentiveness, we have an unwavering focus on our guests needs. WELLNESS IN MEETINGS Zero-waste meeting design and activities including creative healthy coffee breaks. PARADISUS PLAYA DEL CARMEN 34 P ARADISUS RESORTS BRAND FACT SHEET

35 Corporate Responsibility Paradisus sustainability positioning prioritizes eco-actions and follows a program that will positively impact the culture and environment of each of its destinations. BRAND EXPRESSIONS 35

36 36 P ARADISUS RESORTS BRAND FACT SHEET

37 09 ARCHITECTURAL Data PROTOTYPE FACILITY PROGRAM SUMMARY 500 Keys Gross sqm Gross sq ft / Key / Key GUESTROOMS 59% Junior Suite Deluxe sqm 436 sq ft 1% Handicapped Junior Suite Deluxe sqm 436 sq ft 10% Suite Deluxe Family Concierge sqm 608 sq ft 10% Suite Premium Family Concierge sqm 813 sq ft - Presidential Suite Family Concierge sqm sq ft 18% Junior Suite Grand Luxe Royal Service sqm 522 sq ft - Handicapped Junior Suite Grand Luxe Royal Service sqm 522 sq ft 1% Grand Master Suite Royal Service sqm 797 sq ft 1% Grand Master Suite Two Bedrooms Royal Service sqm sq ft - Grand Presidential Suite Royal Service sqm sq ft - Garden Villa Royal Service sqm sq ft SUBTOTAL sqm sq ft PUBLIC AREAS Access control 7 sqm 75 sq ft Minimum motor hall 80 sqm 861 sq ft Eco-hall closed building 250 sqm sq ft Reception 400 sqm sq ft Courtesy room 45 sqm 484 sq ft Lounge Bar & cyber café 350 sqm sq ft Family Concierge 475 sqm sq ft Royal Service 700 sqm sq ft Retail shops 450 sqm sq ft Romance show room 30 sqm 323 sq ft Casino 300 sqm sq ft Red Lounge 300 sqm sq ft Worldwide Buffet Naos & Library Restaurant sqm sq ft Market Grill 900 sqm sq ft Passion Restaurant 225 sqm sq ft Bellini Bar 105 sqm sq ft Vento Restaurant 225 sqm sq ft Bana Restaurant 275 sqm sq ft Martini Bar 105 sqm sq ft Del Pais Restaurant 225 sqm sq ft Theatre 600 sqm sq ft Convention centre sqm sq ft YHI Spa 850 sqm sq ft Fitness centre 125 sqm sq ft Other Areas 490 sqm sq ft SUBTOTAL sqm sq ft BACK OF THE HOUSE Support areas, administration, engineering, etc. SUBTOTAL sqm sq ft VERTICAL AND HORIZONTAL COMMUNICATIONS Corridors, stairs, lifts (for both back and front of the House) SUBTOTAL sqm sq ft TOTAL (A+B+C+D) sqm sq ft TOTAL EXTERNAL AREAS sqm sq ft ARCHITECTURAL DATA 37

38 10 PARADISUS Around the World DOMINICAN REPUBLIC PARADISUS PUNTA CANA PARADISUS PALMA REAL THE RESERVE AT PARADISUS PALMA REAL THE RESERVE AT PARADISUS PUNTA CANA 38 P ARADISUS RESORTS BRAND FACT SHEET

39 MEXICO PARADISUS PLAYA DEL CARMEN - LA ESMERALDA PARADISUS PLAYA DEL CARMEN (ADULTS ONLY) PARADISUS LOS CABOS PARADISUS CANCUN CUBA PARADISUS RIO DE ORO PARADISUS PRINCESA DEL MAR PARADISUS VARADERO PARADISUS AROUND THE WORLD 39

40 Dominican Republic Mexico Cuba PARADISUS.COM CONTACT US AT LEARN MORE ABOUT US AT MELIAHOTELSINTERNATIONAL.COM A Meliá Hotels International Brand

LUXURIOUS WATERFRONT ALL-INCLUSIVE RESORTS

LUXURIOUS WATERFRONT ALL-INCLUSIVE RESORTS BRAND INFORMATION PARADISUS RESORTS IS WHERE YOU WANT TO BE Free / In Love / In Nature / A Family Real / Romantic / Satiated / Relaxed Spontaneous / Pampered