«Tourism enters a new phase, that of normalizing growth. 94 million tourists in Spain are not sustainable in the medium and long term” is the reflection that the CEO of Meliá, Gabriel Escarrer, launched during a press conference. … in Fitur. The leader of the largest Spanish hotel company celebrates that the sector is already above pre-pandemic figures, but points out the need to focus on spending tourists, to open a new paradigm in the sector. “The 94 million tourists are not good news, limits must be set in certain areas and times of the year to make it sustainable,” he stated.
Escarrer has assured that limiting tourist apartments is not a sufficient measure to stop tourist overcrowding. Regarding the regulation of these short-term rentals, he pointed out that the best way to limit the problem “is to ensure that they are considered an economic activity.” «We are stunned that there are intermediaries who continue to market tourist rentals that have no activity. “95% of Airbnbs lack a license,” said the leader of the listed hotel company.
Regarding his business, Escarrer has assured that by the end of 2026, Meliá will reach 400 hotels and exceed 100,000 rooms at a global level. Looking ahead to this year, the main Spanish hotel company foresees a better year than 2024 (in which they will exceed 525 million ebitda), as they are already visualizing with the reservation data for the first quarter, with reservation volumes that exceed 80 % in the Canary Islands, and thanks to the recovery of the Southeast Asian markets, which have already definitively awakened from the lethargy of the pandemic.
Expansion
The company focuses above all on its expansion, especially in the ‘premium’ and luxury segments, which generate the most income. Escarrer has highlighted that in 2024 the percentage of clients who are “less sensitive to price and more to quality” increased by 42%, such as those from the US, Saudi and Latin American markets. The company also highlights that it is already present in 13 of the 15 countries with the most visitors in the world, although there will soon be 14, because they are about to announce their entry into Turkey through an alliance with a hotel company in the country. So it would only have to enter Japan.
At the end of 2024, Meliá’s portfolio consists of 362 hotels and 93,982 rooms, 64% of them focused on luxury. Meliá’s plan is to grow by 70 hotels over the next two years and gain 12,000 additional rooms, 80% of them dedicated to the highest-spending visitor. By 2025, the goal is to open no less than 25 hotels.
The bet will be global. Starting with the Caribbean, where this year the opening of a new Zel (a brand they share with former tennis player Rafa Nadal) is planned in Dominican Republicwhere in the next two years they will double their portfolio. Also in that period there will be a rise from 7 to 13 establishments in the Mexican Caribbean.
As for Europe, the plan is to continue growing in Greece and Malta, where in the latter, Meliá is the main hotelier. The bet will be higher in Albaniathe European country with the highest growth, over 77%. There, the Balearic Islands has four hotels open, but 18 are planned “thanks to the public-private collaboration between the Albanian Government and Meliá,” Escarrer highlighted. Continental growth will also be focused on Portugal, with the opening of seven new hotels, as well as in Italy, where five openings are expected in Milan and Sardinia.
Escarrer has also highlighted the inauguration in 2026 of what will be Meliá’s flagship in the United Arab Emirates, the Gran Meliá Dubai Jumeirah, in which they are investing a figure over 600 million dollars. “He will be one of the best in the company.”
Looking at Asia, in Vietnam there will be five openings this year and growth will also be focused on Indonesia and Thailand. Without going any further, this Friday the Meliá Pattaya will open its doors in Thailand, the eighth hotel of the Spanish brand there, the result of its alliance with the first family of Thailand.
As for Spain, in November Meliá will open the Me Malagaits first five stars in the city, which Escarrer says will become an icon of the Andalusian city, and next year the Meliá Collection Ronda (2026) and Meliá Collection Cádiz (2026). The heir of the recently deceased Gabriel Escarrer Juliá has also highlighted the good numbers of the Torre Melina hotel in Barcelona (former Rey Juan Carlos I hotel), which will bill around 50 million euros in its first year.
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