Melia Hotels International has launched four new concepts under its Sol Hotels and Resorts brand in an effort to continually upgrade and reposition its brands and products. The latest venture is the relaunch of its family vacation brand of Sol Hotels & Resorts, of which there are currently 70, with the creation of innovative concepts that aim to reinvent the traditional “sun and beach” experience, enhancing the customer value proposition and adapting to an increasingly demanding and segmented customer base.
Gabriel Escarrer, the Vice Chairman and CEO of Melia Hotels International, presented the new brand image at the Sol Katmandu Park & Resort (Magaluf, Mallorca) as part of the third stage of the Calvia Beach project that will reposition a destination that the company has been developing since 2012 to serve as a springboard for the launch of new brand concepts.
“This rejuvenation aims to generate further growth for the brand in key vacation destinations, improving its attractiveness and competitiveness,” said Escarrer during the presentation of the new Sol concepts. “Quality today requires greater personalization of the guest experience and the incorporation of the new technologies that our guests demand.”
After a thorough review and redesign, Sol Hotels & Resorts now offers four different concepts, each with distinctive attributes that aim to enhance the brand’s positioning in the midscale resort hotel segment and meet the expectations of modern travelers:
- Sol Hotels: designed for the general public with a new version of the traditional sun and beach concept with an abundance of family services.
- Sol Katmandu Park & Resort: an innovative “play & stay” experience with the resort fully integrated in the theme park.
- Sol House: focused on young millennials, with a high component of design, energy and affordable lifestyle experiences.
- Sol Beach House: “your house on the beach” for guest over 16-years-old looking for a relaxing vacation with a hippie-chic style that combines modernity with a vintage touch.
In addition, all the concepts have common attributes including prime locations (many are beachside), lagoon-style pools, activities programming and original dining options. Each concept has its own entertainment program, a key ingredient in the brand experience which include children’s activities, adult activities, shows, sports, live music and more.
The brand has also revolutionized restaurant concepts to include new buffets, snack bars and drink menus. In Sol Katmandu, children can also enjoy breakfast with Boro, the park mascot, or dine in a magic candy store. Sol House’s focus is on contemporary dining, while Sol Beach House aims to make guests feel at home by the beach, with offerings that include extended breakfast service, brunch-style buffets, a barefoot restaurant and a beach club serving cocktails and healthy fruit juices.
