Brand Deck

GRAN MELIÁ BRAND STRUCTURE

1 THE BRAND WITHIN MHI

Gran Meliá symbolizes the company’s 60 years of

hospitality expertise.

+DEMOGRAPHIC +PSYCHOGRAPHIC
LUXURY
UPSCALE
MIDSCALE
GRAN MELIÁ BRAND STRUCTURE
2 STRATEGIC IMPERATIVE

CLARIFYING OUR BRAND PURPOSE

GRAN MELIÁ BRAND STRUCTURE
2 STRATEGIC IMPERATIVE

• A luxury consumer seeking an upscale/finer

experience
• Quality is interpreted from a brand’s reputation
• Comfort-centric

CONSUMER
GRAN MELIÁ BRAND STRUCTURE
2 STRATEGIC IMPERATIVE
5

CONSUMER

• A well established category with

international main players

• High expectations in this category:

Guests demand VIP treatment and
CATEGORY extreme attention to detail
GRAN MELIÁ BRAND STRUCTURE
2 STRATEGIC IMPERATIVE
6

CONSUMER

B R A N D
B R A N D
O P P O R T U N I T Y
R E L E V A N C E
• Classically beautiful European architecture
in certain location
• An understanding of VIP service
S T R A T E G I C
B R A N D
I M P E R A T I V E

BRAND CATEGORY
B R A N D
A D V A N T A G E
STRATEGIC BRAND IMPERATIVE 7

A dedication to a life well lived brought to life

through the delivery of intuitive personal service,
the fine execution of exceptional experiences, and
a modern expression of Spanish luxurious culture.

Gran Meliá takes residence at a collection of

the world’s most dramatically beautiful luxury
landmarks.
GRAN MELIÁ BRAND STRUCTURE

U N D E R S TA N D I N G O U R TA RG E T &
U N I Q U E S E L L I N G P RO P O S I T I O N
GRAN MELIÁ BRAND STRUCTURE
3 TARGET CONSUMER 9

HIGH END FAMILIES EXPERTS CELEBRITIES&

UP & COMERS PUBLIC FIGURES

GUESTS WHO ARE GOI NG GUESTS WHO MAKE

TO FILL THE ROOMS US POPULAR

Age Driven by
package options
Status
seeking
Age Recurring
high-end
Luxury
business
WELL KNOWN FACES
25 - 42 45 - 65
and deals guest family trips traveller THAT BRI NG ATTENTION
TO GRAN MELIÁ
Affluent families High income citizens
Couples Known for their exceptional taste levels
Business travellers Elevated service expectations. Interesting celebrities with a globe-trotting reputation
and a classically stylish air about them. Affinity to
B R A N D S / S T O R E S B R A N D S / S T O R E S Spanish Luxury & Culture.
GRAN MELIÁ BRAND STRUCTURE
3 BRAND COMPETITORS
GRAN MELIÁ BRAND STRUCTURE
3 BRAND USP
11
11

GRAN MELIÁ BRAND STRUCTURE

0 DI STI NGUI SHI NG
FAC T O R S
WHAT I T M AKE S TO BE Spanish Passion and Gravitas
COM PE TI TI V E Sense of Personal Space
Refined Lifestyle Details
Forefront of Luxury

HY GI E NE FACT O R
0 Exceptional Service
THE B ASI CS OF Beautiful and Well Maintained Properties
LUX URY Large Indulgent Rooms
E X PE CTATI ON S High Quality Menus and Ingredients
Extensive Array of Facilities and Wellness Offers
GRAN MELIÁ BRAND STRUCTURE
3 BRAND USP 12

UNIQUE

USP
Pinnacle of
Spanish Style & Culture
for the Globally Minded
Luxury Traveller

DI STI NGUI SHI NG FACT O R S

HY GI E NE FACT O R
GRAN MELIÁ BRAND STRUCTURE
3 BRAND USP
13
13

USP
Pinnacle of
Spanish Style &
Culture for the
Globally Minded

GRAN MELIÁ BRAND STRUCTURE

Luxury Traveller

DI STI NGUI SHI NG

Dramatically beautiful luxury M HI Pi l l ars FAC T O R S
landmarks, dedication to life Warmth & Conviviality Spanish Passion and Gravitas BRAND
EXPRESSIONS
well-lived, ardent passion Caring & Nurtering Sense of Personal Space
Little Extras Refined Lifestyle Details
for fine-tuned service,
Innovation Forefront of Luxury
exceptional experiences,
and a modern expression
HY GI E NE FACT O R
of Spanish culture.
Exceptional Service
Beautiful and Well Maintained Properties
Large Indulgent Rooms
High Quality Menus and Ingredients
Extensive Array of Facilities and Wellness Offers
GRAN MELIÁ BRAND STRUCTURE
3 DISTINGUISHING FACTORS
14

Spanish A sense of Refined

passion and personal Forefront of
lifestyle
gravitas. space. luxury.
details.

S PA N I S H PA S S I O N & G R AV I T A S
• Genuine connection to Spanish culture
• Balance of old and new Spanish and European influence
• Warm Spanish service
GRAN MELIÁ BRAND STRUCTURE
3 DISTINGUISHING FACTORS
15

Spanish A sense of Refined

passion and personal Forefront of
lifestyle
gravitas. space. luxury.
details.

A S E N S E O F P E R S O N A L S PA C E
• Omnipresent service, attentive but unobtrusive.
• Investment in personal relationships
• Highly intuitive personalised service
GRAN MELIÁ BRAND STRUCTURE
3 DISTINGUISHING FACTORS
16

Spanish A sense of Refined

passion and personal Forefront of
lifestyle
gravitas. space. luxury.
details.

REFINED LIFESTYLE DETAILS

• Cultural enrichment throughout the hotel.
• A networked brand with direct connections to the destination.
• Fine dining destination
GRAN MELIÁ BRAND STRUCTURE
3 DISTINGUISHING FACTORS
17

Spanish A sense of Refined

passion and personal Forefront of
lifestyle
gravitas. space. luxury.
details.

F O R E F R O N T O F L U X U RY
• A globally renowned brand with reputation for continuous
refinement and innovation.
• A meeting point for the global elite who share the desire for a
life well lived.
GRAN MELIÁ BRAND STRUCTURE
3 POSITIONING NARRATIVE

POSITIONING
1
8

• Passionated
• Culturally Connected
• Historicall Sensitive

Your Invitation into •

•
Flexible & Intuitive
Sophisticated

Spanish Luxury • Modern & Forward

Thinking
Brand Expressions

BB rr a n d
d PSrtor u
gcr at m
u rse
GRAN MELIÁ BRAND EXPRESSIONS
3

A RCHIT ECT U RE
THAT
IMPRES S ES
All Gran Meliá Hotels are situated in
buildings of architectural
importance, from modernist
structures to grand palaces
of the neoclassical tradition.

- Iconic building elements –

- A balance of modern and classic décor -
- Lobby: convivial gathering spot -
GRAN MELIÁ BRAND EXPRESSIONS
3

S E RV I C E C U LT U R E
• Spanish Passion
• Respectul
• Refined
• Bespoke

THE IMPORTANCE OF THE SENSE OF ARRIVAL:

• Lady in red
• Doorman uniform tailored to location
• Welcoming drink & post-travel essentials pack
GRAN MELIÁ BRAND EXPRESSIONS
3

R E DL E V E L
V IP S E RV ICE
With its stylish, private setting, VIP service, a
la carte breakfast and more, the RedLevel
Lounge is the
ultimate hideaway. A boutique hotel
within the hotel, RedLevel offers the
ultimate VIP experience.

A personal space at RedLevel Lounge:

- A la Carte Breakfast & Boutique Display -

- The reading room -
- Butler service -
GRAN MELIÁ BRAND EXPRESSIONS
3

LU XU RIO U S RO O MS & S U IT ES
GRAN MELIÁ RITUALS

- In Room Relaxation Ritual -

- Turn-down Service Ritual -
- The Signature Scent -
- In-room fine dining -
GRAN MELIÁ BRAND EXPRESSIONS
3

S I G N AT U R E R E S T AU R A N T,
BA R S & G A S T RO N O M Y E X P E R I E N C E

ALL DAY SIGNATURE HOTEL LOBBY POOL & BEACH

EPICUREAN VENUE RESTAURANTS BARS LOUNGE BAR
GRAN MELIÁ BRAND EXPRESSIONS
3

EXCEPT IO NA L EXPERIENCES
A program highly focused on Exceptional Experiences inspired by the excellence of the Spanish service and the storytelling of
each destination, that will delight our guests in any type of luxury event.

- Ultra luxury experiences that ensures the local immersion-

- Upscale Family Program / Very Important Kids - VIK
- Unique Events that will refine your tastes -
GRAN MELIÁ BRAND EXPRESSIONS
3

S PA & W EL L NES S
B Y CL A RINS

Gran Meliá features the world-renowned

Clarins Spa and My Blend for
unforgettable beauty and wellbeing.
From ultra-luxury relaxation areas,
hydrotherapy, aromatherapy, saunas and
treatment rooms to personal trainer and
hairdresser services, it’s the ultimate in
pampering for the mind, body and spirit.

- Contemplation space -
- Sensorial activation elements
& the transition ritual –
- Retail Area -
BK reay nB d
r a nSdt rI n
uf c
o rtm
uar tei o n
 3MATION
KEY BRAND INFOR
4 WORLD’S MOST SOUGHT-AFTER DESTINATIONS 28

PIPELINE
2017
China
Gran Meliá
Zhengzhou

Maldives
Gran Meliá Huravee

2018
Iran
Gran Meliá Ghoo

2019
Indonesia
Gran Meliá Bintan

2020
AMERICA(2) EUROPE (8) ASI A (2)
Mongolia
Gran Meliá Don Pepe Gran Meliá Fénix Gran Meliá Jakarta
Gran Meliá Caracas Gran Meliá
Gran Meliá Colón Gran Meliá Rome Gran Meliá Xian
Gran Meliá Nacional Rio
Gran Meliá Victoria Gran Meliá Palacio De Isora Ulaanbaatar
Gran Meliá Palacio de los Duques Gran Meliá de Mar 28
 3MATION
KEY BRAND INFOR
4 NUMBER OF HOTELS & ROOMS 29

13 HOTELS 3.893 ROOMS 7 COUNTRIES 1.413.935

CUSTOMERS 1.095.098
CUSTOMERS

HOTELS ROOMS
OWNED 62% 61% OWNED
Owned 73%

RENTED 23% 20% RENTED

MANAGED 15% 19% MANAGED

 3MATION
KEY BRAND INFOR
4 REVENUE 30

REVENUE SEGMENTATION FEEDER MARKETS

19% U N I T E D K I N G D O M

15% U S A

12% S P A I N

34% 32% 6% C H I N A

MEETINGS & EVENTS

6% P U E R T O R I C O

5% V E N E Z U E L A

BUSINESS TRAVEL
4% G E R M A N Y
DIRECT SALES

E-COMMERCE

18% 3% F R A N C E

2% K O R E A
LEISURE

8% 8% 2% S W I T Z E R L A N D

* Others: 26%
 3MATION
KEY BRAND INFOR
4 PROPERTIES 31

GRAN MELIÁ
PROPERTIES
All Gran Meliá Hotels are situated in buildings of
architectural importance, from modernist structures
to grand palaces of the neoclassical tradition.

Whichever exceptional property you choose, a

blend of history, luxury and the avant garde will be
found inside and out.

3 6
KEY BRAND INFORMATION
4 PROPERTIES

AN EXTRAORDINARY WORK OF ART

Former 19th century palace with a prime

location in Madrid next to the Royal Palace
and inspired by the work of the famous
Spanish painter Velázquez .

An extraordinary work
of art in Madrid
KEY BRAND INFORMATION
4 PROPERTIES

Contemporary sophistication
inspired by vivacious
Brazilian flair THE NEW GRAN MELIÁ RIO DE JANEIRO

Hotel Gran Meliá has taken residence in the iconic

building Hotel Nacional designed by Oscar
Niemeyer, one of the precursors of modern
architecture.

The hotel’s magnificent facilities have now been

renovated to provide 417 rooms, including two
presidential suites and 50 suites, a restaurant serving
cutting-edge cuisine, modern bars in the lobby and
spectacular 360-degree views of Rio de Janeiro and
Sao Conrado Bay.
KEY BRAND INFORMATION
4 PROPERTIES

The premiere Mediterranean destination

Adults Only
DESIGNED IN THE 1960’s BY THE PRESTIGIOUS
ARCHITECT JOSÉ ANTONIO CODERCH. .
Located on the seafront
144 rooms with views
Three fine-dining restaurants serving Mallorcan cuisine
Access to a private beach.
Spa by Clarins
KEY BRAND INFORMATION
4 PROPERTIES

A unique resort haven in the

vibrant center of Rome
AN URBAN LUXURY RESORT 5 MINUTES
WALK FROM VATICAN CITY
Swimming pool and jacuzzi experience,
Balinese beds and pool concierge
Private gardens
Work of art in each of 116 rooms
Cocktail Lounge
Liquid Garden Pool & Lounge
Spa My Blend by Clarins
KEY BRAND INFORMATION
4 PROPERTIES

LOCATED IN THE SOUTH COAST OF

TENERIFE (CANARY ISLANDS)

Europe’s largest infinity pool

Premium international restaurants
RedLevel adults only hotel boutique
579 Rooms
131 Double Deluxe with garden views,
91 Double Deluxe with sea views and 36
Bedroom
Master Suite Ocean View Distintive Luxury meets natural
Spa by Clarins
relaxation in the Canaries
KEY BRAND INFORMATION
4 PROPERTIES

Prestigious culture and style in the

heart of historic Seville

LOCATED IN THE HEART OF SEVILLE

The hotel displays an exquisite collection of forward-thinking interiors
designed by Philippe Starck, Marcel Wanders and Edra, to name a few
Five-Star rating, member of The Leading
Hotels of the World
189 Guestrooms & Suites, including a palatial Presidential Suite
EL BURLADERO BAR - Andalusian tapas with a surprising modern twist
and EL TENDIDO BAR with a fine selection of Spanish tapas, cocktails,
wines and champagnes.
KEY BRAND INFORMATION
4 PROPERTIES

A 19TH CENTURY NEOCLASSICAL

LANDMARK, MADRID’S PLAZA DE COLÓN
Five-Star rating, with 209 Guestrooms & Suites,
including 4 Penthouse Suites, 6 suites and the
glamorous Presidential Suite.
Located in the city center next to shopping
and business area.
Featuring ultimate gastronomic experiences.
DRY MARTINI BAR by Javier de las Muelas.
CARAY RESTAURANT.

Madrid’s highest expression of sophistication

KEY BRAND INFORMATION
4 PROPERTIES

Indulge. Explore. Engage.

Discover Marbella, Spain’s Luxury destination
OVERLOOKING THE MEDITERRANEAN,
ALONG MARBELLA’S
GOLDEN MILE BEACH

194 guestrooms, including Suites & 2 Penthouse

Suite with breathtaking views of the
Mediterranean Sea and, on a clear day, the
African Coast
Beach Club Cappuccino, Oyster and
Caviar Lounge in the lobby
Wellness Center with Turkish and whirlpool
baths and the latest equipment, Spa & Health
Club with massage, sauna, steam, two opulent
pools with poolside Bali beds
KEY BRAND INFORMATION
4 PROPERTIES

HEART OF THE BAY OF PALMA DE MALLORCA

Overlooking the sport marina
Outdoor and indoor swimming pool
Meetings and events facilities Ikatza restaurant
Bar DRY by Javier de las Muelas
171 Rooms

Breathe it in.
Experience the panorama of beautiful Palma
vv
KEY BRAND INFORMATION
4 PROPERTIES

Premium luxury amidst Jakarta’s

unique cultural mix
STRIKING, MODERN HOTEL SITUATED IN
KUNINGAN, JAKARTA’S PRESTIGIOUS BUSINESS AND
DIPLOMATIC DRISTRICT.
404 Guestrooms & Suites.
RedLevel: Premiere accommodations;
a boutique hotel within the hotel with upgraded amenities
and exclusive facilities.
7 restaurants and bars/lounges offering global cuisine and
entertainment.
Spa features a fully equipped fitness center, tennis courts,
outdoor track, meandering lagoon-style pool, massage,
steam and sauna rooms, whirlpool bath and more.

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KEY BRAND INFORMATION
4 PROPERTIES

Experience unequalled excellence in

China’s cultural heart
UNIQUE LOCATION IN QU JIANG
NEW DISTRICT

Situated besides Tang Paradise,

opposite Nanhu Lake
and surrounded by a ten thousand square
feet artificial lake.
The first Spanish brand hotel in Xian.
Exclusive RedLevel Floor with RedGlove
personalized services, butler service, private gym
and YHI Spa
Elegant rooms with the highest ceiling in the city.
Exclusive restaurants, bars and lounges: La Cava
Cigar Bar, Rong Palace Chinese Restaurant and
DUO Authentic Spanish Cuisine

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KEY BRAND INFORMATION
4 PROPERTIES

LOCATED WITHIN SABANA GRANDE THE

CAPITAL’S DYNAMIC FINANCIALS AND
CULTURAL DISTRICT
430 Guestrooms & Suites
set in a neoclassical Spanish landmark building
RedLevel, a boutique hotel within the hotel with
upgraded amenities and exclusive facilities
Amenities: valet, chauffeur, concierge, personal
butlers, lobby shopping and more
The city’s most important convention center
vv
KEY BRAND INFORMATION
4 PROPERTIES

New Opening

GRAN MELIÁ ZHENGHZOU

(2018)
The hotel is a complex of three buildings
located in the new business district of
Zhengzhou, two of them belonging to
Gran Meliá.
The property is ideal for big wedding
ceremonies and for business meetings, as
the region is witnessing a major boost of
Business travel.

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KEY BRAND INFORMATION
4 PROPERTIES

New Opening

GRAN MELIÁ HURAVEE MALDIVES

(2018)

Set amongst virgin coral reef, the

Gran Meliá hotel will offer 95 private villas,
including 100 rooms, as well as three
restaurants, a bar and café, spa, leisure
centre and several retail shops.
The hotel will also be able to arrange and
host exclusive private events and romantic
dinners on a smaller nearby island.

66 per cent of Maldivian visitors are

honeymooners or guests who wish to enjoy
an idyllic beach holiday with exceptional
diving.

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KEY BRAND INFORMATION
4 PROPERTIES

New Opening

GRAN MELIÁ GHOO IRAN

(2018)
Gran Meliá Ghoo Hotel is the international first
five-star branded hotel inaugurated in Iran.
The property will be located in the largest
mixed residential, commercial and hotel
complex to be developed in Iran, which is
currently being built in Salman Shahr, a
popular holiday destination on the Caspian
Sea. Gran Meliá Ghoo Hotel will have 319
deluxe rooms (including a Presidential Suite)
available in the 130m tall high tower.
The hotel will offer seven restaurants and bars,
over 1,300 m² of meeting and banquet
facilities, two swimming pools, a spa, and
diverse leisure and shopping facilities.

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KEY BRAND INFORMATION
4 PROPERTIES

New Opening

GRAN MELIÁ BINTAN

(2019)
Bintan Island is the largest island in the
Riau Archipelago, Indonesia.
Located in the South China Sea and close to the
borders of Singapore and Malaysia, Bintan covers an
area of 1,140 square kilometres and has a coastline
of approximately
105 kilometres.
This luxury resort will have 120 spacious suites and
38 four-bedroom villas.
The architecture and design of the resort has a
Mediterranean flavour with local touches, making it
stand out from other brands already operating on
the island.

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KEY BRAND INFORMATION
4 PROPERTIES

New Opening

GRAN MELIÁ
ULAAN BAATAR (2020)

The new GRAN MELIÁ ULAAN BAATAR will

be located in the capital of Mongolia.
Mongolia is enjoying an economic boom
due to its thriving mining industry,
supplying markets such as China, Japan
and the United States.
This luxurious hotel will occupy the top
floors of the newest skycraper in the city
and its main segment will be business
travellers as well as an ever-growing
number of leisure travellers from China.
It will have 150 rooms and suites and a
heliport.

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THANKS!

T H A N K Y O U