The changing face of Magalluf.


Melia hotels International has renovated five hotels on Magalluf’s front and second lines, having re-developed and re-branded three others between the period 2012 and 2014. Since the launch of the Calvia Beach project in 2012, the qualitative improvements made have led to average revenue increases of 14%, with price rises in the order of 24%.
Meliá says that this has resulted in a major diversification in terms of markets for its customers. These are now from forty different nationalities, thus reducing the dependence upon the British market while also attracting a tourist with greater purchasing power.
The elimination of all-inclusive in the majority of these hotels has also resulted in increased spending by its clients outside of the hotels, while staff employed are more highly qualified: Meliá employs some 800 people in the area.
The initiative to transform Magalluf, financed totally with private investment and given wholehearted public sector support, followed the October 2011 declaration of the project in the regional interest with its investment of over 100 million euros made by Meliá and its partners. The five other hotels, Meliá believes, will give a further major boost to the transformation of the resort, and the activity in Magalluf comes at a time when Meliá has been able to announce the acquisition of seven other hotels in the Balearics, the Canary Islands and the Costa del Sol through a joint venture with the Starwood Capital Group. Under this, Melía has 20% of the ownership and management of the hotels, while the whole project is geared towards the renovation of the Sol brand and of the concept of resort hotels.
The five restyled hotels in Magalluf are under the Sol Hotels & Resorts name, which Meliá launched last summer with the aim of repositioning the hotels according to a model of innovation, differentiation and personalisation.


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