Ignacio Martin, from Spanish Roots to Global Hospitality Powerhouse
When Ignacio Martin, Area Managing Director Asia Pacific, reflects on his three decades with Meliá Hotels International, he speaks not only of personal milestones but also of a company whose journey from a small Spanish family business to a global hotel leader is nothing short of remarkable.
Founded in 1956 on the sun-soaked island of Mallorca by Gabriel Escarrer Juliá, Meliá has grown exponentially, now operating more than 350 hotels across 41 countries spanning Europe, Asia-Pacific, the Americas, Africa, and the Middle East.
The early years anchored the brand firmly in Spain’s burgeoning tourism industry, leveraging the Mediterranean’s appeal to package holidaymakers. Expanding rapidly through the 60s and 70s across the Balearic and Canary Islands, the company—then known as Hoteles Mallorquines—capitalised on Spain’s opening up as a global tourist destination.
The 1980s saw a pivotal rebrand to Hoteles Sol and strategic mergers, including the acquisition of the upscale Meliá hotel chain, creating Sol Meliá (now Meliá Hotels International). This solidified its leadership in Spain and propelled the company into new international markets, notably the Caribbean and Americas, including pioneering resorts in the Dominican Republic and Cuba.
Meliá’s transformation in the 1990s and early 2000s is a blueprint for successful global expansion. It broke ground in emerging vacation destinations, establishing luxury resorts such as Paradisus in the Caribbean, now synonymous with high-end hospitality and sustainable tourism. Concurrently, Meliá extended its footprint across major European feeder markets—Germany, France, the UK, and Italy—building a robust presence that feeds its global business.
Asia-Pacific emerged as a significant growth frontier in the 2000s. After successes in Bali and Kuala Lumpur, Meliá deepened its investment in China, Indonesia, Malaysia, and Vietnam. Ignacio Martin, who has steered some of Meliá’s most luxurious properties like Gran Meliá Xian, exemplifies this strategic focus. As Area Managing Director, he oversees 39 operational hotels in Asia-Pacific and an ambitious pipeline that will nearly double the portfolio in the coming years.
Meliá’s expansive growth strategy balances leisure and ‘bleisure’ (business + leisure) markets, focusing on prime destinations dubbed the “leisure axis”: the Mediterranean, Caribbean, Africa, and Southeast Asia. The company’s emphasis on brand segmentation ensures tailored experiences—from family-friendly Sol properties to ultra-luxury Meliá Collection hotels—meeting diverse traveller expectations.
Digital innovation and sustainability are cornerstones of the brand’s recent evolution. Meliá was an early pioneer in online reservations in Europe and today channels over 45% of bookings through its digital platform, melia.com, enhancing direct guest engagement and loyalty. Sustainability efforts range from energy-saving initiatives and circular food economies in resorts to striving for recognition as one of the world’s most sustainable hotel companies.
Meliá’s partnership with tennis superstar Rafael Nadal on the ZEL brand exemplifies its innovative spirit. ZEL is the first lifestyle brand from Meliá crafted with a distinctly Mediterranean character, blending leisure with culturally immersive experiences. The brand’s fast-growing portfolio commands premium rates beyond typical rebranded averages, showing not just popularity but the commercial savvy of Meliá’s growth plans.
The luxury segment is central to its future, with over a third of its upcoming hotel pipeline dedicated to luxury and lifestyle brands such as Gran Meliá, ME by Meliá, and the new Meliá Collection. In Europe, standout openings like Gran Meliá Palazzo Cordusio in Milan and ME Lisbon signal the continuing expansion in prestigious urban markets. The Americas, Africa, Middle East, and Asia-Pacific will see over 40 new hotels open in the next few years, further cementing Meliá’s global leadership.
Underlying this global success is a deep-rooted Spanish heritage reflected in the brand’s culture, warm service, and emphasis on local immersion. Ignacio Martin’s career—from Madrid to Cuba to China and now Asia Pacific—illustrates how Meliá blends its Mediterranean values with an adaptive, region-sensitive management style to thrive in diverse markets. This fusion of tradition and innovation sets Meliá apart and positions it as a true ambassador of Spanish hospitality on the world stage.
Today, Meliá Hotels International stands as a remarkable example of how a regional brand with a family legacy can evolve into a dynamic, globally competitive hotel group.
With its continued focus on sustainable development, digital engagement, differentiated guest experiences, and strategic partnerships, Meliá is not just growing in number but also in influence and prestige across the luxury hospitality industry worldwide.
For travelers seeking authentic yet world-class experiences rooted in Mediterranean warmth, or investors and partners looking for a resilient and visionary global operator, Meliá Hotels International remains a beacon of excellence and a story of inspiring growth.
