Melia Hotels International Announces Innside Brand Relaunch To Cater To Millennials’ Evolving Lifestyle
Meliá Hotels International, Spain's largest hotel brand, has announced the evolution of the INNSiDE by Meliá portfolio at this year's FITUR - Spain's International Tourism Trade Fair, which takes place in Madrid, 23-27 January 2019. INNSiDE has been previously renowned for its centrally-located, urban lifestyle hotels in Europe.
London - Meliá Hotels International, Spain's largest hotel brand, has announced the evolution of the INNSiDE by Meliá portfolio at this year's FITUR - Spain's International Tourism Trade Fair, which takes place in Madrid, 23-27 January 2019. INNSiDE has been previously renowned for its centrally-located, urban lifestyle hotels in Europe.
2019 will see INNSiDE by Meliá expand to include resort destinations, to bring a stronger leisure and wellness offering to its portfolio. With the reinvention of INNSiDE, the Spanish hotel brand is adapting its business strategy to captivate the younger generation of business and leisure travellers, taking the brand from urban into resort destinations.
Meliá Hotels International is the only group out of the 20 leading global hotel companies that was initially founded in leisure, and 50 per cent of its business remains in the resort sector. The group has recognised an opportunity to target millennials in the mid-scale lifestyle category by expanding into resort-led destinations, where the lines between work and leisure are becoming more fluid. Consumers are looking for flexibility and freedom when they travel, and ultimately hotel brands that fit seamlessly with their lifestyle.
INNSiDE will boast 22 hotels, with plans to expand into resort locations in Europe and Indonesia, including Fuerteventura, Mallorca and Bali, as well as urban locations in Asia, Europe and the Middle East.
Relaunching in 2019, INNSiDE by Meliá will offer a range of design-led lifestyle and resort hotels, to give guests more freedom to relax and explore, whether they are travelling for work or leisure. The brand will focus its strategy on sustainability, holistic bleisure, music and local culture, to introduce initiatives that target millennials. The properties will provide a space and place that embraces the local culture and creates environments where guests can work, workout, rest and play. To encourage them to discover new neighbourhoods, guests will have access to INNSiDE city guides, with local sights and wellness tips.
SUSTAINABILITY
INNSiDE by Meliá is set to be a flagship for sustainability for Meliá Hotels International. The new brand will use recyclable materials throughout properties, work with hyper-local suppliers and guarantee no single-use plastic. The launch of the refreshed INNSiDE at FITUR will feature #TheArtofECO, an art installation by sustainable Spanish artist Jorge Penadés. The installation will be created entirely from plastics collected from guests at INNSiDE Palma Bosque, supplemented by additional plastics contributed by attendees of FITUR. INNSiDE will be the leading brand on the Meliá Hotels International stand at FITUR, which will be built to emulate the interior of the new hotels. The stand will host talks and workshops on sustainability, alongside #TheArtofECO.
HOLISTIC BLEISURE
The lifestyle hotels will provide spaces to disconnect and rest body and mind, with state-of-the-art fitness suites, the latest digital fitness software and on-site swimming pools. Daily Yoga classes will be available at beach locations and weekly at urban locations. DJs will play throughout the lobby and poolside, from noon to night.
Rooms will be renovated to provide cosy in-room amenities, including bathrobes, slippers and flip-flops, a luxurious coffee machine, complimentary minibar, with fresh juices and local beer. Smeg fridges will be available to Superior+ guests, packed full of healthy treats, drinks and snacks. Superior+ rooms will also have high-end sound systems, complimentary streaming services and complimentary bike rental to encourage guests to explore the local area. Guests will be able to relax in a hammock in resort locations or a hanging chair in urban destinations.
All properties will have open lobby spaces for meetings, whether social or business, as well as boasting creative meeting room spaces including a cinema, wellness studio and recording studio, which can be hired for events and functions. For further information visit: www.melia.com@innside_by_melia