Melia Hotels International - The start of a new era for the leading Spanish hotel company
Thursday 9, June 2011
Sol Melia, Spain’s leading hotel chain, has changed its name to Meliá Hotels International: a new corporate name to mark the start of a new future for the company which has emerged from the economic crisis even stronger than before and now embarks on a journey to achieve unprecedented globalisation on a par with the most important multinational hotel chains.
Gabriel Escarrer, the company’s Chief Executive Officer, unveiled the new corporate name today at the Palacio de la Bolsa de Madrid (Madrid Stock Exchange), opening trading by ringing the bell on the first of trading for the new Meliá Hotels International.
In an event which brought together investors, stakeholders and the media, the company’s senior executive revealed the keys to the company’s process of adaptation to the new international stage. After successfully dealing with management of the economic crisis, the hotel company has defined a new Strategic Plan for the period 2012-2014 with a clear focus on globalisation, the development of its hotel management capacity and its sustainability positioning.
To develop the new Strategic Plan, the company has also adapted its internal structure, enhancing strategic areas and creating two new business areas: Asia Pacific and Real Estate, which will lead the growth in the region and maximise returns on company assets, respectively.
This new stage is also accompanied by a renewal of the company’s mission, culture and values, which are now defined as Vocation for Service, Excellence, Innovation, Proximity and Coherence, all due to become the main attributes of the new Meliá Hotels International.
During his speech, Mr. Escarrer explained the company’s evolution since its foundation in 1956, reviewing the company’s growth in the different markets where it now operates, as well as the acquisition and creation of the hotel brands which today make up its portfolio.
The company’s Executive Vice President Marketing, Luis del Olmo, and the Managing Director of the consultancy firm Future Brand, Ignacio Linares, described the process behind the definition of the new name, which selected the company’s most international and recognised brand - Meliá Hotels & Resorts –to which has been added the words “Hotels International” to enhance the diversity of business and brands as well as its international nature.
According to Luis del Olmo, “The renewal of the corporate name will give the final impetus to the new era which is about to start for us, helping us develop our growth plans and achieve greater international recognition.” “With this new name” added Mr. Escarrer “we will combine the legacy of Sol Meliá, such as its portfolio of brands, its know-how, its service culture and its human talent, with the aspiration of becoming a point of reference for international tourism; one which is global in its outlook, efficient, reliable, responsible and able to compete amongst the largest multinational groups”.
The Vice Chairman and CEO of Meliá Hotels International ended his speech describing the vision of the future to which the company aspires, involving, amongst other objectives, “earning a position amongst the world's leading hotel companies and being seen as a world leader in excellence, responsibility and sustainability”.
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