Hotel Brands
The hotel chain Meliá Hotels International has reached seventh position in Brand Finance's ranking of luxury brand strength for 2026. This milestone places it as the only Spanish firm in the global top 10, a result of its repositioning strategy towards the premium segments.
Repositioning strategy towards the luxury segment
The independent brand valuation consultancy, Brand Finance, has recognized Meliá Hotels International as one of the strongest luxury hotel brands in the world. In its report Hotels 50 2026, the Spanish company has reached the seventh position in the brand strength ranking, consolidating itself as the only Spanish channel present among the top ten globally in this segment.
This recognition is the result of a profound strategic transformation undertaken by the company in recent years. The objective has been to strengthen its position in the key segments. Premium and Luxuryraising the quality and differentiation of its value proposition to meet the demands of the new international traveler. Currently, these high-end segments already represent the 65% of the portfolio de Meliá Hotels International and concentrate about 80% of their pipeline of future openings.
A portfolio of brands with their own identity
The strategy of Meliá It is based on a set of brands with well-differentiated value propositions within the luxury universe. Gran Meliá It represents the ultimate expression of Spanish luxury, fusing exclusivity with a deep cultural connection in each destination. For its part, ME by Meliá redefines contemporary luxury with an approach lifestyle focused on the design, fashion and cultural scene of cities like Madrid, París o Milán.
In the high-end all-inclusive segment, Paradisus by Meliá It offers immersive experiences in the cultural and natural richness of each location. Finally, The Meliá Collection It brings together unique hotels with a distinctive identity, aimed at travelers seeking authenticity. Thanks to this diversified portfolio, the chain has strengthened its presence in iconic destinations such as Los Cabos, Bali, Iguazú, Serengeti or the Chinese capital of Xi’an.
| Key Strategy Indicator | Price |
|---|---|
| Position in Luxury Ranking (Brand Finance 2026) | 7st place worldwide |
| Percentage of the Premium and Luxury portfolio | 65 % |
| Percentage of pipeline in Premium and Luxury segments | Up to 80% |
Transforming a portfolio for the global traveler
Recognition of Brand Finance This coincides with one of the biggest transformation processes in the hotel chain's history. In recent years, Meliá has launched an intensive program of repositioning and updating of hotelsThis has resulted in a significantly revamped portfolio, with new additions and hotels renovated to the highest standards in design, gastronomy, wellness, and sustainability. The hotel has elevated numerous properties to Premium and Luxury categories.
For the company, brand strength lies not only in the value of its brands, but also in its ability to to generate lasting emotional bonds with guests and maintain overall operational excellence. The presence of Meliá This ranking validates its strategy and its growing relevance in the international luxury hotel sector, a segment that is consolidating itself as a driver of global tourism growth. Additionally, the brand is also among the ten strongest in the world in the global ranking of Brand Finance, which includes all brands in the sector without distinction of segment.
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