Tennis player Rafael Nadal and Gabriel Escarrer, CEO of Meliá Hotels International, have announced the launch of a new lifestyle brand, Zel. Debuting in Mallorca in 2023, the brand will be followed by key destinations in Europe, the Middle East, Asia and America.
The joint venture between the two parties, both with Mallorcan roots, aims to reach consistent international growth and capitalise on its Mediterranean character. The expansion of Zel will also involve a range of strategic partners across F&B, design, wellbeing and technology.
“As a Spaniard, a Mallorcan and a global traveller, the launch of our hotel brand is a project that I have had in mind for a long time,” says Nadal. “Zel is synonymous with feeling good at all times, enjoying life and the way we live it throughout the Mediterranean. I was really attracted to this new concept that we have been working on with Meliá from the start. I’m confident that Zel will be a great success and will achieve considerable growth and be enjoyed by all of our guests, which in the end is the reason we are creating it.”
Escarrer comments: “The result of combining the inspirational leadership of Rafael Nadal and Meliá’s 65-years’ worth of experience in creating luxury hotels and in hotel management, is the unique brand we present today. Travellers are going to love it and we will surprise new generations with this innovative hotel brand which is full of energy and has a new interpretation of well-being and a sustainable business model. We are happy to finally be able to announce our partnership in this project with an icon on both a personal and sporting level such as Rafa.”
The growth plan foresees the addition of more than 20 hotels in five years, focusing on destinations that attract premium-quality leisure travellers, and on bleisure hotels in the key regions where Meliá Hotels International operates in Europe, America, the Middle East and Asia. The brand initially aims to grow in destinations on the Mediterranean coast and in capital cities such as Madrid, Paris and London.
The inaugural project is based on the positioning of both brands as ambassadors of Mediterranean values and lifestyle: a passion for the outdoors, delicious cuisine, a focus on architecture and design to provide spacious and bright spaces, with the priority being a connection with nature, the sky and the sea. Hotel guests will be able to take care of both body and soul through wellbeing experiences, which they will be able to organise as they wish, with both personal and group activities for physical exercise and fitness.
A courtyard at the heart of the hotel meanwhile will act as a focus for the flow and connection, while the patio – a prominent architectural feature across the Mediterranean – will lead to other open-air spaces such as terraces, rooftop areas or beach clubs offering panoramic views. Social encounters will also be encouraged through a series of pop-up corners dedicated to handicrafts, beauty or product tastings with partner brands. The idea is to combine an organic atmosphere and informal design with local cuisine, natural wellbeing and shared experiences. Zel guests will also have access to a digital community, where they can share their memories and continue enjoying the lifestyle once their stay is over.
