Sol Melia Sizes Up Market

Research defines strengths and needs

By: Dawna L. Robertson

In an effort to provide a competitive guest experience across its four- and five-star all-inclusive resort brands, Sol Melia Hotels & Resorts recently completed one of the largest market studies in the all-inclusive category.

The process covered both qualitative and quantitative research designed to identify and measure the strength of the company’s Melia all-inclusive and Paradisus resort brands within the industry, while analyzing the range of services and amenities offered by each.

To drive the branding process for both Paradisus and Melia all-inclusive resorts, the company has named Susanna Mander and Ornella Farias as its new directors of brand management. The duo will be responsible for managing and guiding all brand, product, services and related marketing efforts under the direction of Ron Roy, vice president of marketing and distribution for the Americas.

To better serve its guests, the Paradisus brand will introduce a new Family Concierge Service, thus reserving its Royal Service for adults and couples only. Royal Service will include new categories of suites, romantic activities for couples, his-and-hers bathrobes, gourmet dining options and personalized in-room mini-bar stocked with favorite drinks.

The Family Concierge Service will include in-room children amenities, fully-stocked mini-bar geared to kids’ palates, walkie-talkies to communicate with the family concierge and special family activities.

In addition to its Royal and Family Concierge services, Paradisus also will offer a range of activities allowing guests to explore and develop new talents. The roster covers classes on sushi prep, tango, massage therapy, meditation, wine tasting, painting and photography.

The company has also added services and amenities to the Melia all-inclusive resorts. The Melia experience features exclusive premium VIP floors with 24/7 assistance. Guests find it a breeze to handle everything from restaurant reservations to booking activities.

The program will be introduced this winter at Melia Turquesa, Melia Puerto Vallarta and Melia Cozumel, and in 2007 at Melia Cabo Real.

Melia’s family focus is firm. Appealing to kids, Flintstones-Land is an area professionally assisted for children ages four months to 13 years. Fred and Dino activities are featured at Melia Puerto Vallarta, Melia Cozumel and Melia Azul Ixtapa.

For teens and tweens, Cyber & Teen areas entertain with adventure and activities including rock climbing walls, ziplines, tightrope bridges and super jumpers. Friendly for all ages, nightly Family Entertainment covers karaoke, volleyball games and childrens’ movie presentations led by professional entertainment coordinators.

Located near Flintstones-Land, family rooms are specially designed for large crews. Each accommodates up to three children under the age of 12 when accompanied by their parents. Kids will enjoy separate living quarters, themed linen and their own bathroom amenities.