For football icon Lionel Messi, the partnership allows his hotel brand to scale without the burden of direct management. For Meliá, there's a potential to turn athlete branding into long-term global growth.
The dollar's decline is splitting the hotel industry along regional lines. European and Asian chains are feeling the pinch while U.S.-based operators barely mention the turbulence.
Meliá's ability to stay profitable while expanding is notable. CEO Gabriel Escarrer tells Skift he's turning the group into a global resort operator, not just a Mediterranean one.
Based on their six-year growth rates, Hilton Honors is expected to surpass Marriott Bonvoy's membership count in mid-to-late 2026. Other loyalty programs with standout growth rates include Hyatt and IHG.
We bet that Hyatt or one of its rivals will partner with Meliá by 2025, adding a bigger loyalty program and scale efficiencies. But the Spanish leader in resort locations worldwide should reject any offer that would dilute its strategy. Call it turn-down service.
Plugging its Cytric Travel & Expense platform directly into Microsoft 365 is a clever move from Amadeus, but is there a risk business trips lose their appeal when positioned so closely next to the option of virtual meetings using Teams?