Meliá Hotels International has teamed up with tennis player Rafael Nadal to launch new resort and urban leisure hotels brand.
Dubbed ZEL, the new lifestyle hotel brand will open its first property in Mallorca, Spain in 2023.
According to Meliá Hotels, ZEL will focus on the passion for outdoors, cuisine and offer uniquely curated well-being experiences with both personal and group activities.
Among others, the hotels will provide rotating pop-ups, featuring local crafters, artists, beauty products and culinary offerings.
The new brand will have a range of partners in cuisine, design, well-being, and technology.
Meliá Hotels International CEO Gabriel Escarrer said: “Melia’s international experience of more than 65 years in creating and managing luxury hotels and Rafael Nadal’s inspirational leadership and have come together to create this unique brand we present today.
“ZEL, an innovative, energetic hotel brand, will attract and surprise a new generation of travellers that are seeking new ways to focus on well-being and travel sustainably. We are so happy to announce this special partnership with such an admired icon like Rafa.”
Meliá Hotels and Rafael Nadal, both from Mallorca, Spain, plan to expand the brand in key destinations across Europe, the Middle East, Asia and the Americas including Madrid, Paris and London.
The partners aim to open 20 ZEL hotels over the next five years.
Rafael Nadal said: “ZEL will be synonymous with feeling good and enjoying the Mediterranean lifestyle. I was really attracted to this new concept with Meliá from the start and I am confident that ZEL will be a huge success and will be enjoyed by every type of traveller.”
Earlier this year, Meliá Hotels International entered a strategic alliance with hotel owner Vinpearl to expand its footprint in Vietnam.