Meliá Hotels International is embarking on an aggressive and strategic expansion across the Gulf, driven by a philosophy that positions modern luxury as emotional, personalised and deeply memorable. With strong performance indicators already on the board, the Spanish hospitality giant is looking to cement its presence in the region's fastest-growing markets.
We sat down with André Gerondeau, COO of Meliá Hotels International, who outlines the brand’s focus on Saudi Arabia, details the impressive pipeline and explains how technology is being leveraged to enhance - not replace - the crucial human element of service.
Meliá’s overarching strategy for the Middle East is focused on the most dynamic high-growth markets, particularly the UAE and Saudi Arabia. Gerondeau reveals the scale of the company's ambition in the Kingdom.
"In Saudi Arabia, we aim to reach 5,000 rooms within the next five years, fully aligned with the Kingdom’s ambitious tourism transformation. Beyond our involvement in Qiddiya, we are advancing significant projects and partnerships in Riyadh and the Eastern Province, with ongoing opportunities for our leading brands in Jeddah, Al Musma, New Murabba and Al Uqair. Our commitment is to grow hand in hand with the region’s remarkable development, bringing Meliá’s global hospitality expertise to these transformative destinations."
This expansion is fuelled by solid regional performance. Gerondeau noted that Meliá's focus on lifestyle and luxury has delivered robust results, including a 10 per cent RevPAR increase year-on-year. "This disciplined approach has driven a 55 per cent increase in GOPPAR [Gross Operating Profit Per Available Room], reflecting our strong emphasis on rate optimisation and profitability enhancement across the region."
A key component of the pipeline is the Gran Meliá Dubai Jumeirah, set to debut in 2027. Located in one of Dubai’s most exclusive beachfront districts, the 366-room property will feature panoramic ocean and skyline views marina access and exceptional dining concepts such as Zuma Beach House Novikov Rubia Gallega and Park Chinois.
Meliá is also differentiating itself through unique experiences tailored to the region's high-end leisure and family travellers focusing on football culture and luxury. At ME Dubai and Meliá Desert Palm, the CASA LALIGA concept immerses guests in football culture with private lounges tapas-style dining and VIP match screenings.
Newly refurbished Al Waha Villas (pictured here) offer private sanctuaries that blend Arabian design sustainable details and tailored activities for multi-generational families.
"These experiences embody our vision of luxury as emotional, personalised and deeply memorable," Gerondeau stated.
When discussing technology, Gerondeau stressed that Meliá’s philosophy is to ensure innovation makes hospitality more human. "From seamless digital check-in to AI-powered virtual assistants, we ensure each touchpoint is efficient and guest-centric. Technology should make hospitality more human, reducing time spent on administration and maximizing meaningful guest experiences."
His message to the travel trade is one of long-term partnership: "Meliá is committed to strengthening relationships with travel agents, tour operators and DMCs through our regional teams and the MeliáPRO program."
He underscored the vital role of advisors, echoing a sentiment from the company's late President: "Travel advisors are our guardian angels. They are far more than intermediaries – they are trusted partners who play a vital role in our success. At Meliá, we are committed to supporting them with the tools, incentives and recognition they deserve."