The commitment to F&B is bearing fruit and now accounts for 30% of Meliá’s business
After closing the summer season with figures that exceeded forecasts, the tourism sector is heading into the final stretch of 2023 with expectations more than fulfilled. Gabriel Escarrer, Chairman and CEO of Meliá Hotels International, has taken stock of the evolution of the sector in general and the positioning of his company.
After presenting the results for the third quarter of the year, in which Meliá had revenues of 568.5 million euros and also showed that all the tourism indicators had shot up, Escarrer explains from his position how tourism has been one of the main protagonists of this year.
In this sense, the World Travel & Tourism Council has already improved its forecasts for the end of the year. As its President and CEO Julia Simpson explained at their annual summit, “the performance of the global tourism sector is exceeding expectations, despite the fact that China’s full potential for recovery has not yet been reached”.
It is essential to highlight the position that Spain has acquired in tourism at an international level. In this way, the WTTC highlights the Spanish market as one of the destinations with the best evolution.
According to a study by Turespaña, Spain will close the year with a tourist spending figure above 2019.
Take advantage of your gastronomic offer to differentiate yourself from the rest.
Undoubtedly, one of the hotel services that has evolved the most in recent years is the gastronomic proposal they offer. A few years ago, it was difficult to conceive of gastronomy as one of the decisive factors for tourists to choose one hotel over another.
Meliá Hotels International is aware that gastronomic proposals have become an essential attribute for the competitiveness and differentiation of a hotel brand. For this reason, the hotel giant is working to ensure that its commitment is increasingly powerful and competitive within the sector.
In the words of Gabriel Escarrer: “at Meliá Hotels International, we are clearly committed to this differentiation, through our own F&B concepts or those of our exceptional partners”.
In the case of Meliá, the Food & Beverage area continues to increase its importance in terms of economic value. This is reflected in the results, as today the gastronomic area contributes approximately 30% of the hotel chain’s revenues.
The growing demand for the experiences offered alongside accommodation, with a strong focus on food, has forced hotel groups such as Meliá to reinforce their strategies to offer the highest quality services. In this context, Escarrer’s chain seeks to anticipate this trend towards offering exclusive, high quality cuisine, which in turn attracts local community residents and residents.
Partnering with prestigious F&B companies
To keep up with its competition, Meliá maintains partnerships with major restaurant groups around the world. In Spain, the implementation of this strategy can be enjoyed at Gran Meliá’s Palacio de los Duques hotel in Madrid. Here, the Torres brothers offer their Dos Cielos restaurants.
In the words of Gabriel Escarrer: “In search of “kilometre zero” excellence, at Meliá we also strive to work with the best local culinary establishments, such as the S’Amarador and Cru restaurants at Gran Meliá Villa Le Blanc, developed by two of the most prestigious restaurants on the island of Menorca, as well as the Arrels restaurant created by Mallorcan chef Marga Coll at Gran Meliá de Mar”.
The objective of offering an exclusive gastronomic experience is not limited to the Spanish market. In the United States, Meliá has been working successfully with the Rosa Negra group at the ME Cabo hotel in Mexico since 2021.
In addition, the hotel giant continues to expand as its partners grow. “As such, some of the most notable upcoming openings in our expansion process will be in partnership with several prestigious F&B companies. Such as the AZUMI Group, which, after successfully working with us at Gran Meliá Fenix in Madrid since 2022, will open ZUMA Beach House at the upcoming Gran Meliá Port La Mer hotel in Dubai,” explained Escarrer.
