SOL by Meliá ushers in a new era of the Spanish summer holiday with the reopening of Sol Arona Tenerife

In the year that Meliá Hotels International celebrates its 70th anniversary, the company is taking a decisive step in the evolution of its brand portfolio with the relaunch of SOL by Meliá—its first major holiday brand and one of the most emblematic in its history.

Brand:
SOL by Meliá, part of Meliá Hotels International.

Location:
Arona, Tenerife (Canary Islands, Spain).

Concept:
The reopening marks a new era of Spanish summer holidays, blending tradition with modern leisure experiences.

Highlights of the relaunch:
- Refreshed design and facilities aimed at family-friendly holidays.
- Enhanced sustainability initiatives, aligning with Meliá’s broader environmental commitments.
- Expanded entertainment and dining options, designed to capture the essence of Mediterranean summer culture.
- Focus on accessible luxury—bringing resort-style amenities to a wider audience.

Strategic Context
- Meliá Hotels International is positioning SOL as a gateway brand for travelers seeking affordable yet stylish summer escapes.
- Tenerife, already a major holiday destination, benefits from this relaunch by reinforcing its appeal to both domestic and international tourists.
- The move reflects broader trends in hospitality: revitalizing legacy properties to meet modern expectations of sustainability, design, and experience-driven travel.

This reopening is less about just refreshing a hotel—it’s about rebranding the Spanish summer holiday experience for a new generation of travelers.