Meliá Hotels International has shared a strategic expansion and repositioning plan that focuses on its premium and luxury segments. With EBITDA projected to surpass €525M in 2024, the company continues to consolidate its leadership and anticipates a pivotal year for tourism in 2025.
Gabriel Escarrer Jaume, Chairman and CEO of Meliá Hotels International, noted that Meliá’s luxury hotels now contribute 40% of operating revenue, with RevPAR growth exceeding 30%, further solidifying the group’s position within the luxury hospitality sphere.
Already present in 13 of the 15 most visited countries worldwide, the brand closed 2024 with 19 new hotel openings and plans to launch at least 25 more in 2025. The company remains dedicated to sustainable, high-quality growth as a key driver of its ongoing success. Currently, 64% of its portfolio consists of premium and luxury properties, with 81% of its project pipeline focused on these segments.
New Openings Promoting Quality Growth
In Spain, the brand began 2025 by signing a new hotel in Palma, further strengthening its presence in the Mallorcan capital, which is now home to the third INNSiDE by Meliá property in the city. The company also unveiled several expansion projects throughout the year, including the upcoming openings of ME Málaga (2025), Meliá Collection Ronda (2026), and Meliá Collection Cádiz (2026).
Mediterranean destinations remain a key focus, with Meliá retaining its position in Albania as the largest hotel group in the country, with 4 hotels open and 18 more in the pipeline. 2024 marked by the opening of ME Malta, and in Greece, INNSiDE Elounda is set to open which will play a pivotal role in the company’s growth. Across Europe, Meliá capitalised on its expertise in the bleisure segment, with new projects underway in Portugal and Italy.
The company continues to focus on Caribbean markets, particularly the Dominican Republic and Mexico through the recent launches of Zel Punta Cana and Meliá Casa Maya, increasing its presence from 7 to 13 hotels in just two years, with a strong push for its luxury ME by Meliá brand and the 2026 opening of ZEL Sayulita.
In Latin America, Meliá announced a robust expansion strategy, including new openings in Buenos Aires and the signing of Gran Meliá Ushuaia in Argentina. The company also focused on expanding its bleisure presence in Brazil, Peru, Costa Rica and Colombia.
The Middle East emerged as a key growth region, with the brand preparing to announce significant expansion plans in destinations such as Saudi Arabia. Whilst in Asia Pacific, the company continued to strengthen its leadership in Vietnam, with 22 hotels open and a further 5 in the pipeline, while pursuing growth in Thailand and Malaysia.
The brand also made strides in new destinations, with its long-awaited arrival in the Maldives set for 2025, with Meliá Amilla Fushi, which will be elevated to the luxury standards of The Meliá Collection brand, and the opening of Meliá Mahe in the Seychelles in 2026.
The Repositioning Strategy
Over the past two years, the brand has repositioned 40 hotels across its portfolio, investing more than €400 million from both its own funds and those of its partners.
In Spain, standout projects include the reopening of Casa de Las Artes Meliá Collection and Meliá Ibiza hotels in 2024. Between 2023 and 2024, the company has repositioned 23 hotels with an investment exceeding €235 million.
One of the most eagerly awaited repositionings for this year is Paradisus Fuerteventura which will bring the luxury Destination Inclusive concept to another idyllic location in the Canary Islands. The brand will also make its debut in Indonesia with the transformation of one of the company’s most iconic properties, the historic Meliá Bali —the hotel that marked the beginning of Meliá’s international expansion. By the end of the year, it will be relaunched as Paradisus Bali.
