Let’s get down to the essentials so you know which clients to book at a ME by Melia property. According to Tony Cortizas, v.p. of global brand marketing for Melia Hotels International, the brand does not have an “adults-only policy, but family-friendly programming is not a pillar for the brand.”
So, if your clientele consists of 20- or 30-somethings looking for a trendy and hip environment (a place to see or be seen) in destinations like Cancun, Cabo, or London, then ME by Melia is a target brand. ME Cancun, for example, the brand’s only all-inclusive resort in the portfolio, is not branded as an all-inclusive, but as “A Complete Experience Beyond Mere Accommodation” and “a South Beach experience in the Mexican Caribbean.”
Get the picture?
Here’s another tidbit of information worth noting: ME Cancun was the first international location for MTV’s reality TV show, “The Real World.” The eight strangers lived in the resort’s 10,000-sq.-ft. SuiteME, a 2-story, 4-bedroom, custom-built penthouse with a floor-to-ceiling, cylinder-shaped aquarium, a 10-person whirlpool, and oceanview terrace.
The resort also features 434 guestrooms and suites, and ME+, the property’s adult-oriented collection of suites with VIP amenities from personalized services to private check-in; three pools; a YHI Spa Gym; five restaurants and seven bars.
An integral part of the ME brand is its own concept of the Chinese philosophy yin and yang; “yin” being the natural side of ME—a place to relax and unwind—“yang” being the high-intensity side of the brand—the more socializing side.
“ME by Melia is a brand that seeks to fuse innovative design with local flavors in order to captivate travelers of a common worldview, rather than a common demographic, such as age or income,” says Cortizas. He gives us a rundown of who these travelers are: “Very decisive individuals who know exactly what they want; very passionate about their work and unwilling to unplug; trend-setters considered by peers to be in the know; demanding with a discerning taste for stimulating art and design, international cuisine and world music; and driven by recognition and seeking out experiences that provide it. Basically, they want it all and are willing to pay for it.”
ME by Melia combines art, contemporary design, music, technology and cuisine, and is a brand of “experience-based personality hotels in select urban and resort destinations,” points out Cortizas. “The unique individualistic approach is the main point of difference for the ME by Melia brand. The service culture also focuses on the individual, and staff is carefully selected to reflect the personality of the brand and the guests.
“Additionally, every aspect of ME by Melia—from rooms to amenities, its bars and restaurants—has been inspired by ME’s core customer and brought to life by a talented team of designers, nightlife gurus, restaurateurs and world-class hoteliers. Therefore, guests are seamlessly transformed from their daily routines into an inspirational existence that is thrilling and unpredictable, yet completely authentic.”
Other ME brands on the horizon include ME Mallorca set to open in May of this year, ME Ibiza in June, and ME Dubai in 2016. “There is a high level of interest in the brand, and more announcements will follow soon,” adds Cortizas.
Cortizas says that the ME London and ME Madrid properties are the most popular of the properties. Why? It’s a “combination of location, traveler interests and the brand’s personality.”
ME London features 157 guestrooms and 16 suites; two New York restaurants, Cucina Asellina and STK London; the Radio Rooftop Bar with an outdoor terrace and all of London in full view; and its own SuiteME accommodations that take up the ninth and 10th floors.
Rates vary depending on the property, but the all-inclusive rates at ME Cancun start at $1,300 dbl; starting rates for a standard room at ME Cabo are $357 per night.
ME for you
ME by Melia offers travel agent FAMs throughout the year, and all bookings are commissionable at 10 percent. Melia Hotels International offers agents an online training program available for all Melia brands (meliaspecialist.com), and cash incentive and double cash incentive programs on bookings.