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  Sol Meliá Hotels Studies How to Position and Differentiate
its Meliá and Paradisus All-inclusive Resort Brands
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Miami, FL - March 28, 2006- In an effort to provide a competitive guest experience across its four- and five-star all-inclusive resort brands, Sol Meliá Hotels and Resorts recently completed one of the largest market studies in the all inclusive category, which included qualitative and quantitative research designed to identify and measure the strength of its Meliá all-inclusive and Paradisus resort brands within the industry, while analyzing the range of services and amenities offered by each. 
 
“We engaged in this study to look forward at how we intend to position and differentiate our all-inclusive resort brands from others in the marketplace,” said André Gerondeau, Executive Vice President of Sol Meliá, North America and the Caribbean Region.  “This is part of our overall strategic plan to ensure that we continue to deliver a product that meets and exceeds what the traveling public desires both today, and in the future.” 
 
In order to drive the branding process for both the Paradisus and Meliá all-inclusive resorts, the company has named Susanna Mander and Ornella Farias as the new Directors of Brand Management, respectively. They will be responsible for managing and guiding all brand, product, services and related marketing efforts under the direction of Ron Roy, Vice President of Marketing and Distribution for the Americas. 
 
Paradisus – Sol Melia’s Paradisus five-star, luxury all-inclusive resorts offer guests a superlative, real-life fantasy vacation experience with its all-suite accommodations, pillow menus, signature Royal Service with personal butlers and private beach and pool areas, gourmet dining choices, and full range of complimentary amenities.  Paradisus resorts are located in some of the most spectacular and sought-after beachfront destinations throughout the Caribbean and Mexico, including Paradisus Riviera Cancun, Mexico, Paradisus Puerto Rico, Paradisus Playa Conchal in Costa Rica, Paradisus Punta Cana, Dominican Republic, and the newest Paradisus Palma Real also in Punta Cana.  To better serve its guests, the brand will introduce a new Family Concierge service, reserving its Royal Service for adults and couples only.

Royal Service will include:

  • New categories of suites, such as Imperial Romance, Garden View, Regal Ocean View
  • Romantic activities for couples, such as massage therapy classes, honeymoon cocktails
  • His-and-hers bathrobes
  • New gourmet dining options
  • Personalized in-room mini-bar stocked with guests’ favorite drinks
  • The Family Concierge service will include:
    • In-room children amenities such as tyke-sized bathrobes and slippers, children’s towels and bathroom amenity kit, and Play Station (optional)
    • Fully stocked mini bar offering juices, chocolate- and strawberry-flavored milk
    • Walkie-talkies to communicate with the family concierge in order to accommodate guests’ needs and coordinate resort activities and excursions throughout their stay
    • Special recreational activities for families 
    In addition to its Royal Service and Family Concierge service, Paradisus will also be offering a range of classes and activities on an 

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    Two views
    Paradisus Palma Real
       Playa de Bávaro  Punta Cana
    Dominican Republic
    ongoing basis that enrich and inspire guests and allow them to explore and develop new talents and abilities.  These will include classes on preparing sushi, tango, massage therapy, meditation, wine tasting; painting and photography.

    Meliá Through its Meliá all-inclusive brand, Sol Meliá seeks to provide families with the perfect vacation experience.  From exotic, beachside resorts to prominent city boulevards, the Meliá brand offers an all inclusive experience where guests may find an ample array of family-friendly facilities and amenities. Meliá resorts include gourmet a la carte dining, snacks, premium drinks and beverages, non-motorized water sports, snorkeling, and a myriad of activities and programs for all ages and groups.  Current and newly-added services and amenities to the Meliá all-inclusive resorts are as follows:

    • The MELIÃ experience – these new, exclusive, premium VIP floors will offer 24-hour assistance seven days a week, in addition to top-end bedroom and bathroom fixtures.  The MELIÃ experience helps guests plan the perfect getaway, while allowing them to spend more time enjoying their vacation by simplifying the planning of everything from restaurant reservations to scheduling activities.  The MELIÃ experience   will be introduced at the Meliá Turquesa, Meliá Puerto Vallarta, Melia Cozumel in the winter 2006/2007, and at the Meliá Cabo Real in 2007
    • Flintstones-Land™ - An area professionally assisted for children ages four months to 13 years old, includes clubs and activities with Fred and Dino tailored especially for their enjoyment. Available at Meliá Puerto Vallarta, Meliá Cozumel, Meliá Azul Ixtapa, Meliá Caribe Tropical Punta Cana, Dominican Republic.
    • Cyber & Teen Areas - Offer adventure and activities especially-designed for teens and tweens that include a rock climbing wall, zip lines, tight-rope bridges, and super jumpers
    • Nightly Family Entertainment- Activities such as Karaoke, nightly games of volley ball, and children’s movie presentations, all led by our professional entertainment coordinators, are geared for the entire family 

    • Family Rooms - Located near Flintstones-Land™, are specially-designed for large families, and can accommodate up to three children under the age of 12, accompanied by their parents. Children will enjoy separate living quarters, themed linen, and their own bathroom amenities.
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    Contact:

    Lourdes Diaz
    M. Silver Associates
    (954) 765-3636
    (786) 877-5984
    Lourdes@msilver-pr.com
     www.solmelia.com

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    Also See: Paradisus Punta Cana, Domincan Republic, Completes $4 million Hotel Upgrade / December 2001
    Jüergen Stütz Appointed Senior Director of Sales for the Caribbean for Sol Melia Hotels & Resorts / April 2005


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