Melia Hotels International is repositioning its Innside by
Melia flag, planning to extend the urban lifestyle brand into resort
Innside, launched in 2007, was originally designed to cater
to a mix of business and leisure travelers in city locations, touting efficient
service, collaborative meeting spaces and fast, free WiFi, among other
The revamped iteration of the midscale brand will lean more
heavily toward leisure, wellness and sustainability, as well as extend the
concept to resort locations throughout Europe and Indonesia, including
Fuerteventura in the Canary Islands, Mallorca and Bali.
Concurrently, Innside by Melia rooms will be updated to
offer complimentary minibars with fresh juices and local beers, while the brand's
premium rooms will feature fully-stocked Smeg fridges, high-end sound systems,
complimentary streaming services and access to free bike rentals. Other
property amenities will include fitness centers outfitted with digital fitness
software, on-site pools, lobby and pool deck DJs, daily yoga at beach
destinations and weekly yoga at urban locations.
According to Melia, the changes will better position Innside
by Melia to attract a younger segment of business and leisure guests,
especially as "the lines between work and leisure are becoming more fluid."
Meanwhile, urban growth will remain part of the brand's
strategy, with new city locations on track to open across Asia, Europe and the
The relaunch comes amidst a period of relatively robust
expansion for Innside by Melia. In 2016, the brand made waves in the U.S. when
it opened the Innside by Melia New York NoMad in midtown Manhattan.
The brand's latest outpost, the 90-room Innside Prague Old
Town, is scheduled to open in the Czech Republic next month. That location will
bring the Innside by Melia portfolio to a total of 23 hotels.