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Growth of 3000% YOY?
Melia in USA
From Mediterranean roots to global relevance: How Meliá Hotels International elevated its luxury and wellness portfolio in the U.S.
Zapwater Communications’ 2025 PR and influencer campaign repositioned Meliá Hotels International’s nine-brand portfolio, spanning more than 400 hotels across 40+ countries, as a luxury, lifestyle-driven hospitality leader in the U.S.
Through an always-on strategy anchored by introducing the ZEL brand in the U.S. market with the grand opening of ZEL Punta Cana, leveraging tennis icon Rafael Nadal, the repositioning of Paradisus by Meliá, the ZEL Club influencer trip, and culturally relevant moments including Milan, Paris and London Fashion Weeks, the program combined top-tier media relations, curated press travel, experiential activations and a scaled influencer engine to drive both editorial credibility and social amplification.