Meliá, the brand that inspires trust: recognized as a “Local Gem” in the Kantar BrandZ 2026 report

The new Kantar BrandZ report on the most valuable Spanish brands in 2026 has highlighted Meliá Hotels International as a “local gem," noting that the company “has built strong brand value thanks to a relevant and distinctive approach—key pillars of brand strength.

Recognition as a “Local Gem”
- Meliá was highlighted as a local gem among Spain’s most valuable brands.
- The report praised its distinctive approach, strong brand value, and close consumer relationships.

Brand Strength
- Meliá is the favorite hotel brand among Spanish travelers, with nearly 50% spontaneous awareness.
- Internationally, it is the only Spanish chain in the global Top 5.
- Gran Meliá and Meliá Hotels & Resorts enjoy near-total familiarity (100% and 98%).

Attributes & Satisfaction
- Meliá leads in “warmth and care,” rooted in its Mediterranean hospitality style.
- Achieves 99% satisfaction in Spain, with strong scores also in Vietnam and the U.S.
- Different brands excel in their niches:
- Gran Meliá – luxury leader
- ME by Meliá – lifestyle standout

- INNSiDE by Meliá – popular with younger audiences

Leadership Perspective
- CEO Gabriel Escarrer emphasized that this recognition validates Meliá’s strategy of aligning brands with evolving customer expectations and market dynamics.
- Differentiation is seen as a driver of both customer preference and company growth.

This recognition cements Meliá’s position as a trusted, emotionally resonant brand, balancing heritage with global competitiveness.