MADRID Sol Melia recently announced a new brand structure, which will reduce the number of brands in the company s portfolio. As part of the restructuring, Sol Melia is launching the Tryp hotel brand for domestic and international city hotels in the three- and four-star categories.
The new brand structure comprises four major brands including Melia, Tryp, Sol and Paradisus. The company will also maintain the sub-brand Gran Melia due to its high levels of brand recognition.
The simplification of the brand structure will allow the company to focus on the promotion of only four large groups of hotels consisting of 100 Sol-branded hotels, 157 Tryp-branded hotels, 155 Melia-branded hotels and 8 Paradisus hotels. A significant advertising campaign, involving an investment of 400 million pesetas, or $2.16 million will support the restructuring. (3/30/01)