Sol Arona Tenerife

The rebranding represents a comprehensive transformation of the product, guest experience and brand positioning, reinterpreting the essence of the “summer holiday” through a fresh, inclusive and contemporary lens. From a renewed brand identity and communication strategy to a full refurbishment of key spaces, the transformation focuses on optimising layouts, enhancing service, elevating the gastronomic offering and ensuring every stay lives up to the promise of an unforgettable summer.

From past to present: the new SOL by Meliá

SOL by Meliá was the brand that helped democratise summer holidays in Spain, accompanying generations of travellers through some of their happiest memories. With 52 hotels and more than 15,000 rooms across eight countries, the brand now enters a new era that bridges its emotional legacy with the expectations of today’s traveller.

Under the slogan “Everything under the SOL”, the brand celebrates light, authenticity and the energy of summer as a state of mind that can be experienced year-round. The new SOL is conceived as an open, flexible and vibrant space where all “tribes” are welcome – multigenerational families, couples, groups of friends, senior travellers and sports enthusiasts looking to experience each destination at their own pace. Summer, here, is not simply a season, but a way of life.

Transformation in Partnership with Petra

The repositioning of SOL Arona Tenerife has been delivered in partnership with Petra, a specialist hotel investment platform. Following Petra’s acquisition of the asset in September 2023, a comprehensive repositioning plan valued at over €25 million was defined and executed in collaboration with Meliá. The project reflects a strong model of cooperation between investor and operator, aligning design, service and experience with the brand’s new strategic direction.

SOL Arona Tenerife: The First of a New Generation

Located in one of Spain’s most iconic holiday destinations, SOL Arona Tenerife embodies the new SOL concept across its spaces, services and experiences. The hotel has been redesigned to encourage connection and social interaction, with areas such as the All Tribes Playground featuring a chill-out zone, the SOL Stage for live entertainment, and the All Games Zone with arcade-style experiences. Guests can also take advantage of a dedicated bike service to explore the island.

The culinary offering includes Verbena, a contemporary buffet concept; Papagayo, a relaxed pool bar; and Play Bar, serving curated cocktails, wines and beers that capture the flavour of summer.

Outdoor facilities include an adults-only pool, a children’s pool with Slide Town water features, a dry playground and Kidsdom, a dedicated activity space for younger guests.

Rooms have been fully renovated with a minimalist, sustainable and functional design aligned with the “Smart SOL Holidays” concept. Technology-driven solutions enhance flexibility and comfort, including self-service Beverage Stations and a Cleaning Lab for added convenience.

A forward-Looking Strategy

SOL Arona Tenerife marks the first step in a broader rollout. In the coming months, other flagship properties – including SOL Sancti Petri, SOL Falcó, SOL Príncipe, SOL Puerto Marina and SOL Málaga Guadalmar – will join this new generation.

With this relaunch, SOL by Meliá reaffirms its pioneering spirit and its ability to evolve while staying true to its DNA: creating authentic, inclusive and memorable holiday experiences inspired by the enduring spirit of the Spanish summer.