Meliá Hotels International has unveiled a new strategy for its Innside by Meliá portfolio, taking the urban brand into more holiday resorts.
The revamp of the chain aims to attract more millennial business and leisure travellers, with a stronger leisure and wellness offering.
Currently, Innside has four- and five-star properties in major cities in Europe, such as Manchester, Berlin, Munich and Madrid.
It plans to expand into resorts in Europe and Indonesia, including Fuerteventura, Mallorca and Bali, as well as urban locations in Asia, Europe and the Middle East.
Meliá said in a statement: “The group has recognised an opportunity to target millennials in the mid-scale lifestyle category by expanding into resort-led destinations, where the lines between work and leisure are becoming more fluid.
“The brand will focus its strategy on sustainability, holistic bleisure, music and local culture, to introduce initiatives that target millennials.”
The brand will use recyclable materials, work with “hyper-local” suppliers and guarantee no single-use plastic.
Its “holistic bleisure” services will include fitness facilities, yoga and on-site swimming pools. DJs will play throughout the lobby and poolside, from noon to night.
Meliá Hotels International is the biggest chain in the Spanish market, and also has properties across Europe, China, the Gulf and the Americas.
The Innside rebrand was unveiled at Spanish tourism event Fitur, which is in Madrid (January 23-27).