EXPANSION - ANDRÉ GERONDEAU, CHIEF OPERATING OFFICER, MELIÁ HOTELS INTERNATIONAL: "WHAT SETS OUR LUXURY OFFERINGS APART IS OUR PROPERTIES' DEEP SENSE OF PLACE"
The hospitality veteran details how Meliá Hotels International balances global luxury expansion with its Mediterranean heritage. |
|
EXPANSION - ANDRÉ GERONDEAU, CHIEF OPERATING OFFICER, MELIÁ HOTELS INTERNATIONAL: "WHAT SETS OUR LUXURY OFFERINGS APART IS OUR PROPERTIES' DEEP SENSE OF PLACE"
The hospitality veteran details how Meliá Hotels International balances global luxury expansion with its Mediterranean heritage. |
Category: Middle East - Interviews and portraits
- Interviews - Industry leaders
Interview made by Sonia Taourghi on 2025-01-03
 André P. Gerondeau, Chief Operating Officer - Meliá Hotels International
Photo credit © Soni Martinez / Meliá Hotels International
In this comprehensive interview, Gerondeau offers insights into Meliá's remarkable growth trajectory in the luxury segment, highlighted by increased production from luxury consortiums and impressive growth from partners like Virtuoso and Internova. This success story comes at a time when the global luxury travel landscape is evolving significantly, with discerning travellers increasingly seeking experiences that combine authentic local culture with sustainable practices and cutting-edge technology.
The conversation delves deep into Meliá's ambitious expansion plans across multiple brands, from the sophisticated The Meliá Collection's entry into Asia to the innovative collaboration with tennis legend Rafael Nadal. Gerondeau's insights reveal a clear vision for the future of luxury hospitality - one that seamlessly blends Mediterranean warmth with global sophistication, sustainability with opulence, and technological innovation with a personal touch.
Journal des Palaces: With luxury consortiums increasing production for Meliá by 14% versus 2023 and Virtuoso and Internova growing at 28%, what aspects of your luxury offerings resonate most strongly with high-end travellers?
André Gerondeau: The remarkable growth we’re seeing in luxury production, with consortiums like Virtuoso and Internova driving impressive increases, underscores the strong resonance of Meliá’s luxury offerings with today’s discerning high-end travellers. At the core of this success lies our ability to deliver a blend of authenticity, Spanish flair, Mediterranean service, and meaningful experiences that cater to the evolving desires of this segment.
What sets our luxury offerings apart is their deep sense of place. Properties in our luxury portfolio are designed to reflect each location's culture, history, and natural beauty. This attention to detail creates a unique and immersive experience, allowing our guests to connect deeply with their destination in an authentic and enriching way. As we all know, personalisation is key. High-end travellers seek services that anticipate their needs and tailor every moment of their stay to their preferences. From curated local experiences to bespoke amenities, we excel at delivering highly individualised guest journeys that go beyond expectations with our signature Spanish flair.
Our commitment to sustainability and responsible tourism also resonates strongly with luxury travellers, who increasingly value experiences that are both indulgent and purposeful. Our initiatives to preserve local ecosystems, reduce our environmental impact, and support local communities allow guests to enjoy luxury with a sense of responsibility and connection to the world around them.
The Meliá Collection is entering Asia with Meliá Ba Vi Mountain near Hanoi. What lessons are you applying to this important market entry?
It’s all about bringing the local culture and touchpoints of the destination into the hotel, not just through the design, but through the experiences, gastronomy, and cultural programming. Casa de las Artes integrates art, history, and gastronomy into a unique guest journey, a concept we’re adapting to Ba Vi Mountain by emphasising Vietnam's natural beauty and cultural richness. This ensures each stay feels both luxurious and rooted in its environment, resonating deeply with today’s discerning travellers.
How are you leveraging technology and digital innovations across The Meliá Collection properties to enhance the guest experience while maintaining these hotels' intimate, boutique feel?
Our approach is to integrate technology as a facilitator, never as a distraction, ensuring that it enhances the guest's journey rather than detracts from the personal and authentic service we pride ourselves on. One of our key strategies is leveraging advanced personalisation tools powered by artificial intelligence. By analysing guest preferences, past stays, and interactions, we can tailor every aspect of their visit—from personalised welcome amenities to curated local experiences.
Across the brand, we have also invested in intuitive digital platforms, such as our Meliá app, which allows guests to manage their bookings, access contactless check-in, and communicate with hotel teams in real time. This technology complements our high-touch service, allowing our staff more time to engage with guests on a deeper, more personal level. We also utilise smart room technologies to enhance comfort while maintaining an eco-conscious ethos. Guests can control lighting, climate, and entertainment preferences with ease, all while we optimise energy efficiency behind the scenes. Importantly, while these innovations create convenience and a touch of luxury, we never lose sight of the bespoke, human approach that defines The Meliá Collection. Technology enhances, not replaces, the authentic connections forged by our dedicated teams who bring the soul of each property to life.
With the renovation and rebranding of Meliá Fuerteventura to Paradisus in the summer of 2025, what are the key transformation elements that elevate a property to meet Paradisus brand standards?
Each Paradisus property is wholly shaped by its destination, with the guest experience rooted in a seamless interaction between luxury, local culture and nature. Biophilia and culturally-in-keeping design are at the cornerstone of all Paradisus properties, whilst bespoke touches are included within the interiors of rooms and suites to reference the location guests find themselves in. All amenities incorporate organic, sustainable, handcrafted materials to encapsulate the brand’s Destination Inclusive philosophy.
This year, we're introducing new well-being initiatives across the Paradisus portfolio, inviting guests to switch off from the stresses of everyday life while switching on to the beautiful location they’re in. Through an array of facilities and experiences available off and on-site, guests will leave Paradisus knowing the destination they’ve visited and practical wellness methods to implement long after their stay.
With ME by Meliá expanding significantly in 2025 with openings in Malta, Lisbon, Malaga, and Marbella, what specific elements of Spanish hospitality are you integrating into these properties to maintain your brand identity while catering to each location's unique culture?
Located in cultural epicentres worldwide, ME by Meliá brings destination, design and service together to deliver personal, enriching experiences for the stylish modern traveller, which will be reflected across the brand’s four new destinations. ME properties provide a place to discover contemporary culture through the lens of ME’s bold, charismatic personality, inspired by the vibrant European lifestyle each new destination effortlessly embodies. We integrate Spanish hospitality through ME’s gastronomic offerings, which lie at the brand's heart. We also include the signature Radio Rooftop concept and curated cultural calendars, allowing our guests to connect uniquely with the surrounding neighbourhood.
Your collaboration with Rafael Nadal on ZEL is bringing the first all-inclusive lifestyle to the Caribbean. How do you see this innovative concept reshaping the luxury all-inclusive segment, particularly in merging Mediterranean lifestyle with Caribbean hospitality?
We see ZEL as a genuine ambassador of the Mediterranean lifestyle, and we’re excited to bring this unique experience to Punta Cana. Alongside Rafa, we embarked on this journey to share our relaxed, welcoming values and rich culture with guests worldwide. The Caribbean has an abundance of special charm that perfectly complements the ZEL brand, allowing us to create a holiday retreat like no other.
A true disruptor, ZEL Punta Cana is the first lifestyle all-inclusive in the Caribbean and will change the lingering perceptions around the traditional all-inclusive concept. Primely positioned on Playa Bávaro, the resort’s design will celebrate al fresco living with swim-up suites, a beach club for sun-soaked days, and a vibrant culinary experience.
Your Travel for Good program emphasises sustainability alongside luxury experiences. How are you balancing these priorities in your new luxury properties, particularly following the success of Villa Le Blanc Gran Meliá as a Net Zero hotel?
Our Travel for Good programme is a global sustainability initiative that integrates environmental, social, and governance (ESG) principles into the company’s business strategy. It is designed to promote responsible tourism while creating value for society and the environment. From carbon neutrality and waste management to inclusive employment and collaboration with local communities to support education, culture, and economic development, Travel for Good underlines our commitment to positively impacting the planet while ensuring memorable luxury travel experiences.
Corporate responsibility and responsible tourism are key in developing our luxury portfolio, with each new opening committed to caring for its local community. The opening of Villa Le Blanc Gran Meliá in 2022 was our first prototype in terms of efficiency and environmental responsibility, and the hotel closed in 2024 as a ‘Net Zero’ hotel.
More recently, Palazzo Cordusio’s opening was pivotal in further showcasing our commitment to sustainability, with the careful and extensive restoration of one of the city’s most historic buildings, making it contemporary yet respectful of its heritage and accessible to the city. Our commitment to responsible tourism remains paramount as we expand our portfolio.
How can the essence of Spanish hospitality be maintained while adapting to diverse international markets and evolving luxury consumer preferences?
As we expand Meliá’s luxury portfolio globally, our hotels never stray from the essence of Spanish hospitality. This is what ties our locations together and is defined by warmth, authenticity, and meaningful connections. This is achieved through personalised and intuitive service, ensuring guests feel uniquely cared for, and blending Spain's spirit with each destination's identity through local design, culture, and gastronomy. Spanish culinary traditions serve as a cultural bridge, while our emphasis on wellness and sustainability aligns with global trends, offering transformative experiences rooted in the Mediterranean lifestyle. By creating communal spaces and events that foster connection and celebration and by respecting local cultures and values, we deliver luxury experiences that are innovative and globally relevant while staying true to the vibrant soul of Spain.
|
|
