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

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Harriet Jennings
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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

2 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 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. INDEX STRATEGIC BRAND IMPERATIVE DISTINGUISHING FACTORS GUEST PROFILE BRAND DEVELOPMENT STRATEGY BRAND EXPRESSIONS ARCHITECTURAL DATA GRAN MELIÁ AROUND THE WORLD

3 STRATEGIC BRAND IMPERATIVE 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 PALACIO DE LOS DUQUES 4 5

DISTINGUISHING FACTORS Linked to Spanish culture. Balance of old and new. Spanish and European influence. Ubiquitous service that is attentive yet unobtrusive.

4 DISTINGUISHING FACTORS Linked to Spanish culture. Balance of old and new. Spanish and European influence. Ubiquitous service that is attentive yet unobtrusive. Investment in personal relationships with guests and anticipation of their optimum experience. Dedication to creating cultural enrichment. A networked brand with direct connections to the destination. of Luxury A globally renowned brand with a reputation for continuous refinement and innovation creating impeccable experiences. 6 7

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.

5 GUEST PROFILE 19% 15% 12% EXPERTS As frequent travellers, luxury is an intrinsic part of their lives. They seek tailored highend services to give them a personalised experience. They value the preferential treatment reserved 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. United Kingdom 2016 data United States 6% 6% 5% Spain China Puerto Venezuela Rico 4% 3% Germany France Korea, Republic of 2% 2% Switzerland * Others 26% 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, and 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 8 9

GRAN MELIÁ XIAN Gran Meliá s development strategy focuses on overcoming the challenges and

The second focus is to expand into strategic tourist destinations and emerging markets

6 GRAN MELIÁ XIAN Gran Meliá s development strategy focuses on overcoming the challenges and barriers of being part of a crowded international luxury hotel market. GRAN MELIÁ COLÓN BRAND DEVELOPMENT STRATEGY The brand s main aim is to ensure regional dominance in the principal 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 DON PEPE 10 11

MARBELLA MADRID TENERIFE ROME XIAN JAKARTA PUERTO RICO CARACAS RIO DE JANEIRO ZHENGZHOU BINTAN IRAN MALDIVAS MONGOLIA Direct sales 32% E-Commerce Business travel Meetings &

7 Key Brand Information THE WORLD S SOUGHT-AFTER DESTINATIONS Mongolia NUMBER OF HOTELS 13 Spain Italy Iran China Zhengzhou NUMBER OF ROOMS 3,893 Puerto Rico Venezuela Indonesia Bintan NUMBER OF CUSTOMERS Brazil Maldivas 1,413,935 COUNTRIES 6 GRAN MELIÁ DESTINATIONS PIPELINE REVENUE SEGMENTATION Leisure 34% PALMA DE MALLORCA SEVILLE MARBELLA MADRID TENERIFE ROME XIAN JAKARTA PUERTO RICO CARACAS RIO DE JANEIRO ZHENGZHOU BINTAN IRAN MALDIVAS MONGOLIA Direct sales 32% E-Commerce Business travel Meetings & Events 18% 8% 8% GRAN MELIÁ PALACIO DE LOS DUQUES MANAGEMENT FORMULAS Managed 15% Owned 62% Managed 19% Owned 61% HOTELS ROOMS Rented 23% Rented 20% DATA 2016 GRAN MELIÁ PALACIO DE ISORA 12 13

8 GRAN MELIÁ NACIONAL RÍO DE JANEIRO BRAND EXPRESSIONS GRAN MELIÁ DE MAR 14 15

GRAN MELIÁ COLÓN ENDLESS POSSIBILITIES As a boutique hotel within a hotel, RedLevel offers the ultimate VIP experience.

9 Sense of Arrival 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. GRAN MELIÁ COLÓN 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 and in-room aromatherapy are just a few of the luxurious and tailored services RedLevel guests enjoy

GRAN MELIÁ PALACIO DE LOS DUQUES GRAN MELIÁ XIAN

Meliá Hotels are situated in buildings of

grand palaces of the neoclassical tradition.

history, luxury and the avant garde will can be found

10 GRAN MELIÁ PALACIO DE LOS DUQUES GRAN MELIÁ XIAN Architecture at its finest OUR PROPERTIES All Gran Meliá Hotels are situated in buildings of architectural importance, from modernist structures to grand palaces of the neoclassical tradition. Whichever exceptional property you choose, a blend of history, luxury and the avant garde will can be found inside and out. GRAN MELIÁ NACIONAL RÍO DE JANEIRO GRAN MELIÁ ROME VILLA AGRIPPINA 18 19

Spa by Clarins Gran Meliá features the world-renowned Clarins Spa and My Blend for unforgettable beauty and wellbeing.

for the mind, body and spirit. Exceptional Events Luxury celebrations are the core of Meetings & Events packages at Gran Meliá.

type of luxury event. The in-room experience across all Gran Meliá hotels is designed to enhance each individual guest s stay and further refine their tastes.

11 Spa by Clarins Gran Meliá features the world-renowned Clarins Spa and My Blend 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. Exceptional Events 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. 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 of rest and relaxation, but also of anticipation, an impeccably designed and luxurious space for guests to indulge in the art of getting ready. All rooms include the magnificent Clarins Paris amenities. In-Room Experience GRAN MELIÁ NACIONAL RÍO DE JANEIRO 20 21

Signature Dining Dining is a cornerstone of Gran Meliá.

Javier and Sergio Torres, create innovative cuisine that

ARRELS (Marga Coll) - GRAN MELIÁ DE MAR DRY - GRAN MELIÁ

12 Signature Dining Dining is a cornerstone of Gran Meliá. Michelin-star chefs such as Alfonso Laccarino or the brothers Javier and Sergio Torres, create innovative cuisine that embraces local culture to delight our Epicurean guests. ARRELS (Marga Coll) - GRAN MELIÁ DE MAR DRY - GRAN MELIÁ VICTORIA BARDOT - GRAN MELIÁ DE MAR DRY COSMOPOLITAN BAR - GRAN MELIÁ FÉNIX 22 23

13 PROTOTYPE FACILITY PROGRAM SUMMARY 200 Keys - 91 Gross m 2 / Key 984 Gross sq ft / Key A. GUESTROOMS 42% Grand Luxe 44 m sq ft 21% Junior Suite 50 m sq ft 18% Red Level Grand Luxe 44 m sq ft 10% Red Level Master Suite 100 m 2 1,076 sq ft 9% Red Level Junior Suite 50 m sq ft ARCHITECTURAL DATA Urban PROTOTYPE FACILITY PROGRAM SUMMARY 250 Keys Gross m2 / Key 1,119 Gross sq ft / Key A. GUESTROOMS 42% Grand Luxe 44 m2 474 sq ft 21% Junior Suite 50 m2 538 sq ft 18% Red Level Grand Luxe 44 m2 474 sq ft 10% Red Level Master Suite 100 m2 1,076 sq ft 9% Red Level Junior Suite 50 m2 538 sq ft ARCHITECTURAL DATA Resort 1 Red Level Presidential Suite 135 m 2 1,453 sq ft A. Subtotal: 10,371 m 2 111,633 sq ft 1 Red Level Presidential Suite 135 m2 1,453 sq ft Red Level Garden Villas (Optional) A. Subtotal: 13,038 m2 140,341 sq ft B. PUBLIC AREAS B. PUBLIC AREAS Porte-Cochere / Entrance / Valet Lobby Reception Lounge Business Centre Lounge & Restaurant Buffet & Show Cooking 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 m2 280 m2 60 m2 150 m m2 200 m m m m2 150 m m2 100 m2 268 m2 646 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 m2 31,948 sq ft 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 (Buffet & Show Cooking) 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 m2 125 m m2 75 m2 275 m2 150 m2 575 m2 375 m2 150 m2 150 m2 63 m2 125 m2 500 m2 188 m2 375 m2 125 m2 300 m2 200 m2 392 m2 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 m2 48,621 sq ft C. BACK OF THE HOUSE C. BACK OF THE HOUSE Support areas, administration, engineering, etc. C. Subtotal: 1,642 m2 17,670 sq ft Support areas, administration, engineering, etc. C. Subtotal: 2,032 m2 21,875 sq ft D. VERTICAL AND HORIZONTAL COMMUNICATIONS D. VERTICAL AND HORIZONTAL COMMUNICATIONS Corridors, stairs, lifts (for public and private areas of the hotel) D. Subtotal: 3,296 m2 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 m2 196,726 sq ft Total (A+B+C+D): 23,896 m2 257,221sq ft Total External Areas: 3,905 m² 42,033 sq ft 24 25

14 GRAN MELIÁ AROUND THE WORLD ASIA GRAN MELIÁ JAKARTA (INDONESIA) AMERICA GRAN MELIÁ XIAN (CHINA) GRAN MELIÁ DON PEPE (MARBELLA) EUROPE GRAN MELIÁ DE MAR (MALLORCA) GRAN MELIÁ COLÓN (SEVILLE) GRAN MELIÁ NACIONAL RÍO DE JANEIRO (BRAZIL) FUTURE OPENINGS GRAN MELIÁ PALACIO DE LOS DUQUES (MADRID) GRAN MELIÁ FÉNIX (MADRID) GRAN MELIÁ ROME VILLA AGRIPPINA (ROME) GRAN MELIÁ ZHENGZHOU (CHINA) GRAN MELIÁ GHOO (IRAN) GRAN MELIÁ VICTORIA (MALLORCA) GRAN MELIÁ PALACIO DE ISORA (TENERIFE) GRAN MELIÁ HURAVEE (MALDIVES) GRAN MELIÁ BINTAN (INDONESIA) GRAN MELIÁ ULAN BAATAR (MONGOLIA)

BRAZIL (2016) CHINA INDONESIA ITALY PUERTO RICO SPAIN VENEZUELA WWW.GRANMELIA.

15 BRAZIL (2016) CHINA INDONESIA ITALY PUERTO RICO SPAIN VENEZUELA Contact us at Discover more about us at

YOUR TASTES, REFINED

YOUR TASTES, REFINED Your invitation into Spanish luxury CONTENTS 1. Strategic Brand Purpose p.04 2. Brand Unique Selling Proposition p.06 Your invitation into Spanish luxury 3. Distinguishing Factors