The Meliá Confort Azafata Hotel, enjoying a magnificent location alongside Valencia airport and the city’s main industrial regions, has become one of the hotels chosen by the Spanish hotel company Sol Meliá to join its TRYP Hotels portfolio. The hotel chain thus aims to position the new TRYP Azafata as a city hotel aimed mainly at the business traveller to Valencia.
The re-branding of this well-known Valencian property will take place today 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.