SPANISH hotel company Meliá Hotels International is crafting a new global sub-brand and will base the concept on the only Sol hotel in Bali.
Already renamed the Sol Beach House Benoa, the property will be slotted into the Sol Beach House category – one of four new concepts Meliá announced on June 16. The other three are: Sol Hotels; Sol Katmandu Park & Resort; and Sol House.
Said a company spokeswoman: “The concept of Sol Beach House is one of feeling that you have your own house on the beach with a hippie chic style that combines modernity with a vintage touch.”
The concept will also cover dining with extended breakfast hours for guests who want to sleep in, brunch-style buffets and restaurants where footwear is optional.
Gabriel Escarrer, vice president and CEO of Meliá Hotels International, said: “This (brand) rejuvenation is aimed at boosting growth in key holiday destinations, improving their attractiveness and competitiveness.”
Meliá’s spokeswoman added: “The Sol Beach House Benoa will provide a Mediterranean feel that we could use as a model for future growth in Asia.
“So far one pilot room has been remodelled, but in the next few weeks renovation work will start on all the rooms and outlets to fit the new style.”
Sol Beach House Benoa is the group’s only property under the Sol name in South-east Asia and one of two properties that will be used as role models in constructing the Sol Beach House brand DNA, the other being Cala Blanca at the resort of Palma Nova on Mallorca.
Both hotels feature a lake-style swimming pool, beach club and activity programmes aimed at adults ranging from yoga and sports classes to local handicraft workshops.
