This article first appeared in the July issue, of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
The all-inclusive market continues to evolve at a brisk pace, with hoteliers upgrading and diversifying their offerings – making the segment an increasingly popular vacation choice for a wider range of travelers.
Meliá Hotels International It is an example. The Spain-based company redefines the all-inclusive through a growth plan that focuses on luxury, wellbeing and cultural immersion.
“Meliá Hotels International has extensive experience in the all-inclusive segment, which aligns naturally with our origins in vacation hospitality,” said Alberto Lalinde, vice president of operations Americas, Meliá Hotels International. We’ve evolved to better reflect the changing tastes of consumers, and have enhanced our food-and-beverage concepts. “We’ve changed our entertainment options to attract guests of any age.”
Lalinde says that the company has made the biggest shift in reimagining all-inclusive for luxury travelers.
Elevating the guest experience
Lalinde stated that up until now, the most revolutionary steps have been taking to transform the guest experience at the all-inclusive brand Paradisus. She also introduced the Destination Inclusive idea, which elevated the journey of guests by incorporating local offerings, culinary offerings, and wellness initiatives.
And now, Meliá is going even further, embracing the wellness trend with a new pillar centered on biohacking and longevity, featured at select hotels and designed to reflect the essence of each location.
As Meliá grows its global all-inclusive presence, both Paradisus by Meliá and Zel – its lifestyle concept brand – are emerging as key pillars of expansion.
Zel Punta Cana is scheduled to open in the Dominican Republic in December 2024. (Photo Credit: Meliá Hotels International)
Paradisus Expands Worldwide
Paradisus is set to debut in Asia with the launch of Paradisus by Meliá Bali, a reimagined version of the former Meliá Bali. The property will have 485 villas and suites, eight restaurants, and extensive wellness programs.
Zel Punta Cana will open in December 2024, in the Dominican Republic. (Photo Credit: Meliá Hotels International)
Lalinde noted that “the expansion of Paradisus in Bali marks a milestone in the journey of the brand toward global differentiation and innovation.” “The brand’s vision is deeply rooted in nature and wellness – elements that align perfectly with the spirit of Bali.”
Lalinde claims that only two years ago Paradisus had been exclusive to America. Now, the brand is expanding into Europe, including the Canary Islands, and will soon be available in Bali, Thailand and Fuerteventura (Spain) by the year’s close.
Connecting guests to culture
Paradisus is known for its Destination Inclusive Experiences, which include local culture, cuisine and traditions (think of private cooking classes with local artisans and workshops).
Lalinde explained that the concept was a direct response for travelers to their growing desire for authentic experiences which foster meaningful connections. It’s what makes Paradisus unique, turning a hotel into a place of cultural immersion.
The concept will be expanded globally as the market responds positively to this new service.
New Zel Brand
While Paradisus leads the company’s luxury expansion, Meliá is also gaining ground with Zel, launched in 2023 in partnership with tennis star Rafael Nadal.
Lalinde explained that Zel is a result of the rising demand for outdoor activity, wellness and a dynamic lifestyle. “It embodies the Mediterranean spirit shared by both Rafael Nadal and Meliá, with a focus on cultivating active well-being communities.”
Zel Punta Cana In December 2024, Bavaro Beach is scheduled to open in the Dominican Republic. Zel Sayulita, a new resort in Mexico that caters to younger and more adventurous travelers, is scheduled to open this year.
A Swim-Up Master Suite at Paradisus Palma Real in Punta Cana, Dominican Republic (Photo Credit: Meliá Hotels International)
Segmentation & Personalization
Meliá tailors its offerings to different traveler types through hyper-segmentation. At Paradisus by Meliá Bali, for instance, guests can choose between The Reserve, an adults-only enclave, and Family Concierge, a premium family experience.
A Swim-Up Master Suite at Paradisus Palma Real in Punta Cana, Dominican Republic (Photo Credit: Meliá Hotels International)
Lalinde stated that guests are increasingly expecting experiences tailored to suit their lifestyles and purposes. Traveling as a family differs from traveling as a pair, and we want to make sure that every guest feels like their stay was designed specifically for them.
Sustainable Strategies
Sustainability also plays a central role across Meliá’s all-inclusive portfolio.
“Our Travel for Good initiative isn’t just a brand pillar – it’s embedded in our business model and culture,” Lalinde said.
A standout example is the SWG Gold Standard Certification for sustainable spa practices, awarded this year to Meliá Punta Cana Beach in the Dominican Republic.
New regions, new possibilities
Looking ahead, Meliá sees expansion opportunities in several regions. In the Maldives, new resorts will open this year. Seychelles resorts in 2026.
“Our strategy focuses on three main regions: the Mediterranean, the Caribbean and Southeast Asia – some of the world’s top vacation destinations,” Lalinde said, noting the brand is also targeting the Middle East and Indian Ocean regions.
Supporting Travel Advisors
Lalinde says that travel advisors are still a major part of their strategy.
“Advisors in the U.S. are extremely important to us – they’re an extension of our sales team,” he said.
To support advisors, Meliá offers webinars, a dedicated landing page with sales materials and real-time updates via chat groups and social media.
These tools will keep advisors up-to-date, motivated and ready to sell confidently.
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