Le Meridien Bodrum Beach Resort
The brand added over 700 rooms on a net basis in 2021 and its global pipeline comprises more than 40 hotels and 11,000 rooms . Connell sees ample growth opportunities in both conversions and new builds , and when evaluating sites for new hotels there are three factors — the location , partnership and business opportunities within the overall market .
“ Brand positioning also plays a role , and we always ask ourselves if we can bring our brand to life in that destination ,” Connell explains . “ Additionally , when evaluating an existing building , we look at whether the structure can accommodate the needs of our brand programming and design strategy . In general , Le Méridien is a perfect brand for strategic conversions and adaptive reuse projects , which are driving the brand ’ s growth in North America , allowing us to enter mature metropolitan markets more quickly .”
Besides renovating its existing properties , Le Méridien is also looking to expand its global footprint . Its recent openings include Le Méridien Maldives Resort & Spa ; Le Méridien Essex Chicago ; and Le Royal Méridien Doha . While the brand has over 40 properties in its pipeline globally , its biggest opportunity today is in Asia , with about half of this pipeline located in Greater China .
Additionally , about 30 % of the brand ’ s portfolio is located in resort and leisure markets . “ We also continue to see growth in this area given how well the brand experience complements the leisure guest expectations ,” Connell adds .
Among the new properties slated to open this year are Le Méridien New York , Fifth Avenue ; Le Méridien City Center , Doha ; and Le Méridien Salt Lake City Downtown . In 2023 , the brand expects to debut in Melbourne , Australia , as well as downtown Fort Worth , Texas , and a resort in Hualien , Taiwan .
“ Based on growing interest from our target guest — the curious and creative-minded , who are eager to uncover new places , tastes , cultures and aesthetic experiences — we ’ re pleased with our performance in keeping pace within the competitive landscape ,” Connell says .
LE MÉRIDIEN IS A PERFECT BRAND FOR STRATEGIC CONVERSIONS AND ADAPTIVE REUSE PROJECTS , WHICH ARE DRIVING THE BRAND ’ S GROWTH IN NORTH AMERICA , ALLOWING US TO ENTER MATURE METROPOLITAN MARKETS MORE QUICKLY .
– JENNIFER CONNELL
October 2022 hotelsmag . com 33