Northstar

51 SEP-OCT 2018 MEETINGS & CONVENTIONS MCMAG-ASIA.COM to the bleisure market. "This is crucial for us because the hybrid nature of Asian cities, such as Hanoi, Ho Chi Minh, and Chengdu, indicates that they're both important business hubs and rst-class tourist destinations at the same time. Some of our key openings are located in emerging economic zones and key MICE destinations, in response to new travel trends," says Bernardo Cabot Estarellas, SVP, Asia Pacic. Estarellas, who leads the group's Asia Pacic regional oce from Shanghai, said that the region has been a key focus since its rst Asia property in Bali in 1985, of which the group now has 48 properties operating or due to open. He attributed this growth to the growing tourist trac from Asian markets to its hotels around the world, and to the burgeoning domestic markets in these countries. Melia properties are present in Indonesia, Vietnam, Malaysia, Thailand, Myanmar and China. Indonesia and China are key to its expansion plans. Above: Gran Meliá Chengdu A Family Junior Suite at Meliá Ba Vi Mountain Retreat Key openings for bleisure travellers • Meliá Shanghai Hongqiao provides easy access to the National Exhibition and Convention Center, Hongqiao Airport and train station for business travellers while also offering pampering experiences at its YHI Spa, three fully serviced villa suites and convenient access to Lidoway shopping street and golf courses for social activities. • Meliá Shanghai Parkside, the second property to open in Shanghai, will be located in the Shanghai International Tourism and Resorts Zone, which is also a short distance from Disneyland Park, making it easy to plan family time after business meetings. New brands for new markets Besides its Gran Meliá and Meliá brands, Asia Pacic will soon see INNSIDE by Meliá, a brand catering to millennial work-trippers, and Sol by Meliá, a reinterpretation of the modern holiday experience for couples, families and friends. Estarellas added that when the right opportunity emerges, other brands such as Paradisus by Meliá and ME by Meliá to Asia will ensure the group caters to travellers of dierent demographics and psychographics. Meliá's seven brands pay attention to oering a dierentiated guest experience while providing the service and culture that is reective of its Spanish origins. He also shared that the group is "tapping into the potential of demand for travel accommodations in high-tech parks in lower-tier cities as demand for MICE grows". Dierentiated products include Big Idea Space by INNSIDE and EcoTouch Meetings by Meliá.

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