The Meliá La Caleta Hotel, magnificently located on the seafront promenade in Cadiz, is one of the hotels that has been chosen by Sol Meliá to convert to the new TRYP hotel brand. The hotel company aims to position the new TRYP La Caleta as a city hotel aimed primarily at business travellers to Cadiz.
The re-branding of this well known Cadiz property will take place this week and is one of the measures adopted by Sol Meliá within the restructuring of its hotel portfolio to adapt properties to the new brand strategy announced by the company in March this year.
The strategy aims to reduce the number of brands operated by the hotel chain while also promoting the new TRYP hotel brand designed for Spanish and international city hotels in the three and four star categories. The new portfolio comprises four major brands: Meliá, TRYP, Sol and Paradisus. The company has also maintained the sub-brand Gran Meliá, due to the fact that it has been extremely well received since its launch.
The simplification of the brand structure also aims to reinforce the product and service quality standards of each of the brands, increase levels of brand awareness and improve the positioning of each brand with respect to its competitors.