The team will also handle the global communications for the other premium brands, Gran Meliá and Paradisus, as well as running rotating projects on the other Meliá Hotels International collections: Meliá Hotels & Resorts and INNSIDE.
Meliá Hotels International has appointed LUCA by LUCHFORD APM to lead the global strategy for the portfolio of over 350 hotels, in 35 countries, in a more consolidated PR campaign as it seeks to elevate the brand.
LUCA by LUCHFORD APM will continue to manage the ME by Meliá portfolio, the luxury lifestyle brand, which, further to launching the flagship property ME London on 1st March 2013, has more exciting plans in store, to be announced later this year.
The team will also handle the global communications for the other premium brands, Gran Meliá and Paradisus, as well as running rotating projects on the other Meliá Hotels International collections: Meliá Hotels & Resorts and INNSIDE. In addition, the team will assist the corporate office in raising the profiles of key spokespeople, notably Mr Gabriel Escarrer, Vice Chairman.
Meliá Hotels International was founded in 1956 in Palma de Mallorca. In 2011, the family company founded by Gabriel Escarrer Julia, which operated under the name ‘Sol Meliá’ for decades, began a new stage in its development under the brand name Meliá Hotels International to reflect the expanded and more upscale portfolio.
Gran Meliá, is the group’s most premium collection, offering timeless luxury combined with avant-garde flair. The brand was re-launched in 2011 with the flagship property Gran Meliá Rome opening last year. Other key properties include Gran Meliá Fenix Madrid, Gran Meliá Colon Seville and Gran Meliá Palacio de Isora Resort & Spa Tenerife.
Paradisus, the luxury resort brand, consists of all-inclusive properties in Mexico, the Dominican Republic, Costa Rica and Cuba, perfect for couples and families alike, with their leading Royal Service and Family Concierge concepts. The resorts are situated in lush and elegant beach-front settings for holiday-makers seeking freedom afforded by the all-inclusive experience. The flagship resort Palma Real in the Dominican Republic launched in 2005 and there are currently five resorts at two smaller resort concepts, called The Reserve.
The INNSIDE portfolio of hotels was founded in 1993, joining Meliá Hotels International in 2007. It was a pioneer of the lifestyle business hotel concept in Germany and currently has a portfolio of nine hotels, with more to launch, including the collection’s first UK hotel, opening in 2014 in Manchester. Design-led and technology driven, INNSIDE hotels combine sleek rooms, stylish destination bars and restaurants with efficient and informal service, all aimed to cater for the needs of the up and coming business traveller.
Meliá Hotels & Resorts is a portfolio of over 100 hotels, offering accommodation in major cities and tourist destinations worldwide across a number of sectors, including ski, boutique, all-inclusive, romantic, golf, family and business.
Tony Cortizas, VP Marketing Brand Strategy commented: “I look forward to working further with the LUCA team to communicate best stories from Meliá Hotels International as the portfolio continues to grow and evolve. The company is enjoying year on year increases in profitability and has an aggressive expansion strategy so now is the time for a more consolidated approach to its PR strategy.”
Maria Umbert, VP Corporate Communications said: “After seven years at Meliá Hotels International, this is the perfect time to be growing the PR strategy according to the company’s commitment to international expansion.”
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
