Meliá Ascends Global Luxury Ranks with Premium Portfolio Push

This week, Meliá Hotels International secured the seventh spot among the world's strongest luxury hotel brands, according to Brand Finance's Hotels 50 2026 report, as travelmole.com reports. This recognition places Meliá as the sole Spanish hotel company within the global luxury top ten, and also positions it among the top ten strongest hotel brands overall, irrespective of segment.

The achievement underscores Meliá's accelerated strategic pivot towards premium and luxury offerings. Currently, these high-end properties constitute 65% of its entire portfolio and nearly 80% of its development pipeline. This reflects a broader industry trend where discerning travelers increasingly seek sophisticated experiences, distinctive design, world-class gastronomy, and personalized wellness.

Meliá's luxury strategy is built on a diverse collection of brands, each targeting a specific high-end demographic. Gran Meliá channels Spanish-inspired elegance, blending upscale service with local culture. ME by Meliá caters to a lifestyle-driven clientele, focusing on contemporary aesthetics and urban cultural connections. Paradisus by Meliá redefines the luxury all-inclusive segment, emphasizing immersive experiences rooted in local cuisine and nature. The Meliá Collection curates individual properties known for their unique identities and deep connections to their destinations.

These brands are strategically located across sought-after destinations, from the beaches of Los Cabos and Bali to the iconic landscapes of Iguazú and the Serengeti, alongside major metropolitan hubs like Madrid, Paris, Milan, and Xi'an.

Our take: Meliá's calculated move upmarket is paying dividends, proving that a diversified luxury brand strategy can compete effectively against established players. This isn't just about adding new hotels; it's a redefinition of their core identity, aligning with the modern traveler's demand for authenticity and bespoke experiences over mere opulence. Their success hints at a future where brand strength is increasingly measured by experiential depth and targeted market appeal.