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Inside Melia’s Luxury Makeover | TravelPulse
This article originally appeared in the July issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
The all-inclusive market continues to evolve at a brisk pace, with hoteliers upgrading and diversifying their offerings – making the segment an increasingly popular vacation choice for a wider range of travelers.
Meliá Hotels International is a prime example. The Spainbased company is redefining the all-inclusive experience through a growth strategy focused on luxury, wellness and cultural immersion.
“Meliá Hotels International has extensive experience in the all-inclusive segment, which aligns naturally with our origins in vacation hospitality,” said Alberto Lalinde, vice president of operations Americas, Meliá Hotels International. “We’ve evolved by enhancing our food and beverage concepts to reflect changing consumer preferences, including a greater emphasis on healthful dining. At the same time, we’ve transformed our entertainment offerings to engage guests of all ages.”
But the company’s most dramatic shift, Lalinde said, is reimagining the all-inclusive concept for luxury-seeking travelers.
Elevating the Guest Experience
Up to now, Lalinde said the most revolutionary steps for the brand have been transforming the guest experience within the company’s all-inclusive luxury brand, Paradisus, and introducing the Destination Inclusive concept, which has elevated the guest’s journey by incorporating local experiences, culinary offerings and wellness initiatives.
And now, Meliá is going even further, embracing the wellness trend with a new pillar centered on biohacking and longevity, featured at select hotels and designed to reflect the essence of each location.
As Meliá grows its global all-inclusive presence, both Paradisus by Meliá and Zel – its lifestyle concept brand – are emerging as key pillars of expansion.
Zel Punta Cana opened in December 2024 in the Dominican Republic. (Photo Credit: Meliá Hotels International)
Paradisus Expands Globally
Paradisus will debut in Asia this December with the launch of Paradisus by Meliá Bali, a reimagined version of the former Meliá Bali. The property will feature 485 suites and villas, eight restaurants and extensive wellness programming.
Zel Punta Cana opened in December 2024 in the Dominican Republic. (Photo Credit: Meliá Hotels International)
“The expansion of Paradisus into Bali marks a significant milestone in the brand’s journey toward global innovation and differentiation,” Lalinde said. “The brand’s vision is deeply rooted in nature and wellness – elements that align perfectly with the spirit of Bali.”
Just two years ago, Paradisus was exclusive to the Americas, according to Lalinde; today, the brand has expanded into Europe (in the Canary Islands) and by year’s end, it will be in Bali and Thailand, with Fuerteventura, Spain, opening this summer.
Connecting Guests to Culture
A hallmark of the Paradisus brand is its Destination Inclusive experiences, which incorporate local culture, traditions and cuisine (think private cooking classes and workshops with local artisans).
“This concept is a direct response to travelers’ growing demand for authentic experiences that foster meaningful connections,” Lalinde said. “It’s the core differentiator of Paradisus, transforming a hotel stay into a gateway to cultural immersion.”
Guests in premium categories can also enjoy curated off -site excursions, he added, noting that “the market response has been very positive, and we see strong growth potential as we expand this concept globally.”
The New Zel Brand
While Paradisus leads the company’s luxury expansion, Meliá is also gaining ground with Zel, launched in 2023 in partnership with tennis star Rafael Nadal.
“Zel is inspired by a rising demand for wellness, outdoor activity and a dynamic yet relaxed lifestyle,” Lalinde said. “It embodies the Mediterranean spirit shared by both Rafael Nadal and Meliá, with a focus on cultivating active well-being communities.”
Zel Punta Cana opened in December 2024 on Bavaro Beach in the Dominican Republic. Additional openings are planned in Mexico, including Zel Sayulita this year, catering to younger, experience-driven travelers.
A Swim-Up Master Suite at Paradisus Palma Real in Punta Cana, Dominican Republic (Photo Credit: Meliá Hotels International)
Segmentation and Personalization
Meliá tailors its offerings to different traveler types through hyper-segmentation. At Paradisus by Meliá Bali, for instance, guests can choose between The Reserve, an adults-only enclave, and Family Concierge, a premium family experience.
A Swim-Up Master Suite at Paradisus Palma Real in Punta Cana, Dominican Republic (Photo Credit: Meliá Hotels International)
“Guests increasingly expect experiences tailored to their lifestyle and purpose,” Lalinde said. “Traveling as a family is very different from traveling as a couple, and our goal is to ensure every guest feels their stay is uniquely designed for them.”
Sustainable Strategies
Sustainability also plays a central role across Meliá’s all-inclusive portfolio.
“Our Travel for Good initiative isn’t just a brand pillar – it’s embedded in our business model and culture,” Lalinde said.
A standout example is the SWG Gold Standard Certification for sustainable spa practices, awarded this year to Meliá Punta Cana Beach in the Dominican Republic.
New Regions, New Possibilities
Looking ahead, Meliá sees expansion opportunities in several regions. New resorts are opening in the Maldives this year and in the Seychelles in 2026.
“Our strategy focuses on three main regions: the Mediterranean, the Caribbean and Southeast Asia – some of the world’s top vacation destinations,” Lalinde said, noting the brand is also targeting the Middle East and Indian Ocean regions.
Supporting Travel Advisors
Travel advisors remain a key part of the company’s strategy, according to Lalinde.
“Advisors in the U.S. are extremely important to us – they’re an extension of our sales team,” he said.
To support advisors, Meliá offers webinars, a dedicated landing page with sales materials and real-time updates via chat groups and social media.
“These tools are designed to keep advisors informed, inspired and equipped to sell with confidence,” he added.
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