Meliá continues its commitment to quality tourism in Palmanova-Magaluf

3 min reading time

Published on 15/05/24 - Updated on 17/05/24


Gabriel Escarrer Jaume, President and CEO of Meliá Hotels International, recently met with Hugh Elliott, British Ambassador to Spain, to discuss progress and future challenges in the Palmanova-Magaluf region. The meeting underlines Meliá's ongoing commitment to promoting quality tourism after more than ten years of substantial investment.

For the past decade, Meliá has been investing heavily to enhance the tourism experience in Palmanova-Magaluf (Meliá alone has invested over €200 million between 2011 and 2019). Collaboration with British and local authorities has been crucial to this transformation. Awareness campaigns, tighter regulations and joint initiatives with airlines and tour operators have helped redefine the visitor profile. Today, the majority of tourists are adult couples and families, representing 75% of the clientele versus 17% of young people previously.

Meliá currently operates 10 properties in this destination, with a total of over 3,500 rooms. The company has gradually repositioned its hotels towards the premium segment, reducing lower-quality offerings. The transformation has resulted in a shift from 100% "essential" hotels to 50% hotels under premium brands, including Meliá Calviá Beach and Innside Wave Calviá.

Last year, Meliá inaugurated the Zel hotel in Palmanova, in partnership with Rafa Nadal, marking a new stage in the region's development. This initiative aims to establish a premium brand rooted in Mallorcan culture and the Mediterranean spirit. Hugh Elliott and Gabriel Escarrer visited the hotel, which boasts high customer satisfaction ratings (80% NPS).

Meliá anticipates a favorable 2024 summer season with rising occupancy rates and rates. The company opened its hotels earlier this year, including those in Palmanova-Magaluf, in response to growing demand. The local Hotel Association is also forecasting improved performance, with 75% of accommodation classified in 4- and 5-star segments.

Bookings for 2024 already show a 6% rise on the previous year, thanks in particular to a 15% increase in British visitors, boosted by better air connectivity. This trend reflects a less massive, more responsible and more profitable form of tourism, both socially and economically.

"Calvià has been a favourite destination for Brits for decades and I'm grateful to have been able to get to know it better with Gabriel Escarrer and the team at Melià, a flagship of the municipality as well as a major investor in the UK. It was a pleasure to visit some of its renowned hotels and see first-hand the results of its many investments in the region. " - Hugh Elliott, British Ambassador 

"It is truly satisfying to see how, thanks to honest and transversal collaboration between the institutions of both countries and the private sector, we have managed to transform to a large extent the profile and segmentation of visitors, improving the category of establishments and the complementary offer, and reducing the proportion of the offer of 3 stars or less to 25%, and of the all-inclusive offer to 23%. In addition, I would like to highlight the significant progress made in combating excessive tourism, which unfairly penalises a destination as complete and excellent as Palmanova and Magaluf, by managing to reduce or eliminate the most serious incidents by 2023, as well as customer expulsions. All this shows us that we're on the right track, and the market is responding, with rising occupancy rates and a steady improvement in average hotel rates, resulting in less mass tourism that is more responsible and profitable, both socially and economically." - Gabriel Escarrer Jaume, Chairman and CEO of Meliá

Meliá Hotels International

Meliá Hotels International

Hotel Group

  • Meliá Hotels International Spain
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