We’re joined today by Katarina Railko, a leading voice in the hospitality industry, to discuss a significant development in the resort landscape: the relaunch of the SOL by Meliá brand. We’ll delve into the grand reopening of its flagship property, the Sol Arona Tenerife, exploring the strategic thinking behind its €25 million transformation, the innovative new guest experiences it offers, and what this ambitious project signals for the future of the all-inclusive market.
The Sol Arona Tenerife is the first hotel relaunched under the new SOL by Meliá brand. Could you walk us through the core pillars of this new brand identity and explain how specific features, like the All Tribes Playground, bring that vision to life for guests?
Absolutely. This relaunch is a fundamental shift for the SOL by Meliá brand, moving it toward a more modern, experience-driven concept. The core idea is to create a vibrant, multi-generational hub where there’s something for everyone, regardless of age or travel style. The All Tribes Playground is the perfect embodiment of this philosophy. It’s not just a single space; it’s a dynamic ecosystem designed to bring people together. You have the chill-out zone for relaxation, the All Games Zone with arcade machines for a bit of nostalgic fun, and the Sol Stage which transforms the area with live entertainment. This creates a central pulse for the resort, allowing families and groups to connect in a way that feels organic and exciting.
A €25 million repositioning plan was executed with investment partner Petra. Could you detail how that investment was allocated across key areas like design and services, and share an example of how this partnership directly influenced the final guest experience?
That €25 million figure is quite telling; it signals a deep, top-to-bottom commitment to this new brand vision. The investment, made possible through the partnership with Petra after their acquisition in 2023, was strategically allocated to fully align every aspect of the hotel, from the physical design to the service culture. It wasn’t just about a cosmetic facelift. For example, a significant portion went into reconfiguring the outdoor spaces. The creation of a dedicated adults-only pool area alongside a fantastic kids’ pool with slides, called Slide Town, is a direct result of this. It shows the partnership’s understanding that a premium family experience also means providing serene, exclusive spaces for adults, ensuring the resort genuinely caters to everyone.
The refurbished rooms now include unique amenities like a self-service Beverage Station and a guest Cleaning Lab. What was the strategic thinking behind these specific additions, and what has been the initial guest feedback or observed impact on their stay?
These additions are incredibly insightful because they tap into the modern traveler’s desire for both convenience and autonomy. The strategic thinking behind the Beverage Station and Cleaning Lab is about empowering the guest and removing common friction points. Instead of waiting for room service or struggling with hotel laundry services, guests have control. The Cleaning Lab, where guests can do their own laundry, is especially brilliant for families on longer stays. It adds a layer of practicality and homeliness to the resort experience. This thoughtful design, focused on functionality and minimalism, makes the stay feel seamless and less restrictive, which is a subtle but powerful form of luxury.
With new venues like the Verbena buffet, Papagayo pool bar, and a Sol Stage for entertainment, how do these distinct offerings work together to create a cohesive daily journey for guests, from family activities to evening leisure?
They create a very natural and engaging rhythm for the guest’s day. The journey is designed to flow seamlessly. A family might start their morning with a vibrant, varied breakfast at the Verbena buffet, then head to Slide Town for some fun in the sun. For lunch, they can grab a casual bite and a cool drink at the Papagayo pool bar without having to change or go far. As the afternoon winds down, parents might find a quiet moment at the adults-only pool while the kids enjoy the Kidsdom activity space. In the evening, everyone can come back together, perhaps after a cocktail at the Play Bar, to enjoy a live performance at the Sol Stage. It’s a well-orchestrated ecosystem that guides guests through different moods and experiences throughout the day.
The Sol Arona Tenerife redesign is the first step in a phased rollout across the portfolio. What key lessons from this launch will you apply to upcoming renovations at other properties, and how will the brand concept be adapted for those different locations?
The most critical lesson from the Sol Arona Tenerife launch is the validation of this blended, multi-experience model. Seeing how positively guests respond to having distinct but connected zones for activity, relaxation, and entertainment is a powerful proof of concept. For upcoming renovations at properties like SOL Lanzarote or SOL Falcó, the key will be to apply this core philosophy while respecting the unique character and footprint of each location. You can’t just cookie-cutter the design. The brand concept will be adapted by tailoring the mix of amenities to the local environment and primary guest demographic of that specific hotel, ensuring the SOL by Meliá identity feels authentic everywhere it’s implemented.
What is your forecast for the all-inclusive resort sector over the next five years?
My forecast is that the sector will move decisively away from the one-size-fits-all model and toward hyper-personalization and experiential segmentation, much like what we’re seeing with SOL by Meliá. The future isn’t just about including food and drink; it’s about including curated experiences. We’ll see more resorts creating distinct zones and programming for different “tribes”—families, couples, wellness seekers, adventure travelers—all within the same property. Technology will play a huge role in tailoring stays, but the real winners will be the brands that master the art of creating genuine, memorable moments and a true sense of place, transforming the all-inclusive from a simple transaction into a rich, immersive vacation journey.
