Sol Meliá has officially announced the new brand structure for the 5 hotels that the company provides in Palma de Majorca, capital of the Spanish Balearic Islands, with the hotels affected being the Meliá Palas Atenea (previously Meliá Confort Palas Atenea), TRYP Bellver (previously Meliá Confort Bellver), TRYP Bosque (previously Sol Bosque), TRYP Jaime III (previously Sol Inn Jaime III) and the Gran Meliá Victoria (previously Meliá Victoria).
The announcement was made at an event at the new Gran Meliá Victoria attended by a large number of representatives of Majorcan business and culture and hosted by the Sol Meliá Vice Chairman, Sebastián Escarrer.
The hotel company thus aims to reorganise it 3, 4 and 5 star city hotels in the Balearic capital and to diversify its brand portfolio to attract new market segments to its hotels. The recent renovation of all five hotels has allowed them to be repositioned and to adapt their product and service quality standards to the different types of clientele that they are now aiming to attract.
The repositioning of these prestigious Majorcan hotels is one of the measures adopted by Sol Meliá in a larger 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.