The Meliá Confort Girona, located in the heart of the city of Girona in the region of Catalonia in northern Spain has been chosen by Sol Meliá as one of the hotels to be upgraded to the Meliá Hotels & Resorts brand. The hotel company thus aims to position the new Meliá Girona as a superior quality hotel providing highly personalized service and the finest quality standards.
The repositioning of this prestigious Catalan hotel 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, including the disappearance of the Meliá Confort brand. 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.