Melia Hotels International : ME by Meliá, 10 years on

A little more than 10 years ago, Meliá Hotels International announced the opening of the ME Madrid Hotel. The event was supported by Cindy Crawford and was a declaration of intent, with ME Madrid going on to become just the first of an innovative collection of hotels that would transform the hotel industry in the most fashionable and stylish cities and coolest resort destinations in the world.

Meliá created the ME by Meliá brand in 20016 to meet the needs of a new kind of luxury traveller, as demanding as ever but looking for hotels in which design, technology, music and fashion match their lifestyle. Travellers who do not seek traditional luxury, but rather memorable experiences and a deeper emotional connection with the hotel and the destination they visit.

ME Madrid was followed by others such as ME London, ME Milan, ME Cabo, ME Ibiza and ME Mallorca, among others, creating a dynasty of innovative hotels in which design, technology, and music have become an important part of the guest experience. ME by Meliá hotels combine personalized and luxurious service with a 'lifestyle' ambience for a new type of customer eager to enjoy new urban and resort experiences.

On its tenth anniversary, ME by Meliá has reviewed all its brand standards (key to ensuring consistency and maintaining its avant-garde nature) with an even more extraordinary result: as Anthony Cortizas, Global Brand Strategy Vice President at Meliá Hotels International explains: 'The new ME by Meliá hotels are an emblem of contemporary European culture, a space where artists and designers can share their creations with guests. Each of the ME hotels has a special connection with the city or destination where it is located, becoming a social epicentre for the city and a privileged setting for local and cosmopolitan trends in art, fashion, design and cuisine.'

Luxury by 'ME by Meliá'

ME hotels are located in destinations that aim to be innovative and different. In the luxury travel segment there are many different levels and styles, meaning that a classic luxury hotel such as the Gran Meliá Palacio de los Duques, opened a year ago by Meliá next to the royal palace in Madrid, does not necessarily compete with the ME Madrid, located just 800 metres away in the heart of Plaza de Santa Ana. As André Gerondeau, Chief Operating Officer of Meliá Hotels International explains, 'hyper-segmentation also exists in the luxury hotel segment, where very diverse styles and 'Premium' brands coexist. ME hotel guests share a taste for exclusivity and a focus on their experiences with other 'Premium' travellers, but they are also strongly attracted by art and culture and the idea of forming part of a creative and cultural elite that meets up in select environments inspired by the latest trends.'

New additions: ME surprises in Sitges and Dubai

In a state of constant renewal, as one would expect of a brand focused on the latest trends, Meliá Hotels International continues to add hotels to this exclusive niche brand, generating a significant impact on the social and tourism ecosystems in the cities and destinations in which it operates. The ME by Meliá brand is present today in Miami, Milan, London, Ibiza, Mallorca, Madrid and Cabo.

The choice is not always easy, as André Gerondeau explains, 'not every location is suitable for ME hotels. ME by Meliá cities and destinations have to have a lot of energy, nightlife and incessant cultural and social activity. They should be hubs for new trends and new technologies, able to offer hotel guests a much more complete experience than just exceptional personalized accommodation. If these requirements are met, ME hotels can merge into the spirit of the destination and become a fundamental meeting point, whether they are in beach destinations such as Sitges, Ibiza, Los Cabos or Mallorca, or in busy urban centres such as London, Milan, Madrid, or, soon, Dubai.'

Meliá has just opened its first ME resort on the Catalan coast, the ME Sitges Terramar, in an emblematic building which the company aims to return to the forefront of the hotel industry in such a popular destination as Sitges, just half an hour from cosmopolitan Barcelona. ME Sitges will offer 213 rooms overlooking what the New York Times called 'the best urban beach in Europe'. Minimalist and sophisticated in its design, ME Sitges offers an intense social and event agenda and unique dining facilities managed by the Beso group, following on from their successes in Formentera, Bilbao, Barcelona and Tulum (Mexico).

Meliá is also preparing to open a new and iconic hotel in the Middle East at the beginning of 2019. The ME Dubai will bring ME by Meliá luxury to the capital of the Emirates in an amazing building designed by Zaha Hadid, whose energy and exclusive standards will help make it stand out among the city's extensive portfolio of premium hotels. ME Dubai will offer 93 luxurious rooms and apartments on the upper floors of the building including four loft rooms with private terraces, accompanied by the hotel's exclusive Aura service. Innovative dining options are essential in ME hotels, and the ME Dubai will offer proposals such as the Roka Dubai restaurant, run by the renowned Executive Chef Hamish Brown, or the contemporary Japanese restaurant Robatayaki.