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Published on : Saturday, July 16, 2016
With 26 hotels in 15 cities, after Spain and Cuba, Germany is the third largest country in which Meliá Hotels International has hotels. The Company currently operates hotels under three of its brands: Meliá, Innside by Meliá and Tryp by Wyndham, although it is confident that other brands will achieve a presence in the near future given the cosmopolitan and dynamic nature of the German market.
Germany is also the fourth biggest feeder market for Meliá, behind Spain, the United Kingdom and the United States, providing nearly 10% of our guests in our hotels all around the world, another factor that encourages us to continue to increase our presence in the country. Cities such as Berlin, Bremen, Dusseldorf, Dresden, Aachen, Leipzig, Munich, Dortmund, Wolfsburg and Frankfurt, among others, are home to some of the most iconic of our hotels, such as the Meliá Berlin, the Innside Frankfurt Eurotheum, Innside Dusseldorf Hafen, Meliá Dusseldorf, Innside Dresden, Innside Wolfsburg and Innside Aachen.
Due to the importance of the German market, Meliá located its Central European offices in Dusseldorf, and attributes a large part of its success to its adaptation to German partners and customers, meaning that in Germany, Meliá feels German and thinks German. In line with Company strategy to strengthen its hotel management function, most Meliá hotels in the German market are operated under lease or management agreements.
Acquisition of Innside – a turning point
In 2007, when the Company acquired Innside, a small German hotel chain founded in 1997, for 16.5 million euros, the growth of Meliá in Germany entered a new stage of development. From the 8 original Innside hotels, the brand currently has a total of 14 hotels in Germany either open or scheduled to open. More importantly, what was originally a young and exclusively “German” brand, has now become highly internationalized, as Meliá has signed up Innside hotels in such disparate and remote locations as China, Chile, Dubai, Doha, Spain, and New York, where the magnificent Innside New York Nomad has just opened to a great response from the market.
The Meliá brand is also well positioned on the east-west axis, with Meliá hotels in Dusseldorf and Berlin, and from 2018 also in the geographical and financial heart of the country in Frankfurt. The aim is now to add Meliá hotels on the north-south axis, in cities such as Hamburg and Munich, which together with our Innside hotels will further strengthen our brand recognition.