SOL MELIA ANNUAL REPORT 00 COMP

SOL MELIÁ IN THE 21 ST.
CENTURY · BRAND STRUCTURE CHANGE
t
Simplifying things:
New Sol Meliá Brand Structure
The rapid growth enjoyed by Sol Meliá in recent
years together with the development of the
international hotel industry in general brought
the company around to analysing its hotel portfolio
and considering the possibility of introducing
certain modifications aimed at simplifying
and better segmenting its hotel products.
After the purchase of Tryp Hotels, the incorporation
of a new group of hotels provided an ideal
opportunity for revisiting the subject of brand
structure with the assistance of Infratest Burke,a
world leader in ad-hoc market research and strategic
brand positioning, and analysing the market
perception of company brands and the characteristics
they are felt to have.
The results of the analysis made it very clear that
the Meliá brand is extremely well known and
respected and that the Meliá Confort brand is
associated with Meliá but transmits no clear
notion of the services its hotels might provide
nor its category. The Tryp brand is very clearly
associated with city locations and functional
hotels. Sol and Sol Élite hotels are not seen to be
any different from each other, while Sol Inn is a
brand with limited recognition and confusion
over its nature.
The research also showed how the international
hotel market concentrates a large number of
properties in a limited number of brands and
uses the concept of sub-brands for specialist
market segments such as health, golf and congresses,
amongst others.
“Sol Meliá has
decided to simplify
and clarify its
brand structure,
eliminating those
brands that may
have created
confusion or lacked
high brand
awareness, and
repositioning the
remaining brands
in the market niches
to which they are
best suited”
”
Sebastián Escarrer,
Vice Chairman
100 (90)
157 (111)
8 (3)
BRANDS - CATEGORY - SECTOR
BRAND CITY RESORT
Paradisus Resorts: exceptional “all inclusive”
hotels located in exotic and very special
destinations.
Meliá Hotels & Resorts: prestigious,
luxury hotels in the five star and superior four
star categories, especially suitable for meetings
and conventions.
Tryp Hotels: located in major city destinations,
providing excellent value for money for
business travellers.
Sol Resorts: great value for money and the
widest range of sports and entertainment activities
for the whole family.
155 (137)
5 STAR
ALL INCLUSIVE
5 STAR 5 STAR
SUPERIOR 4 STAR SUPERIOR 4 STAR
4 STAR
SUPERIOR 3 STAR
4 STAR
SUPERIOR 3 STAR
The company will be investing a
total amount of 2,000 million
pesetas in carrying out the
changes required to adapt to
the new brand structure, 400
million of which will be
spent on an advertising campaign.
As a result of the conclusions of the research, Sol
Meliá has reorganised its hotel portfolio into a
new brand structure:
Sol Hotels & Resorts
Tryp Hotels
( ) Operating Hotels
Meliá Hotels & Resorts
Paradisus Resorts
S OL
M ELIÁ
A NNUAL R EPORT 2000
49