With the new name, the Spanish hotel chain marks the beginning of a new strategy of expansion at an international level after acquiring, in the last three years, an increase of 20 percentage points of Ebitda outside its country, going from 57% to 77%, as explained by its president Gabriel Escarrer.
The international diversification developed through management, rental or franchising, have represented the company 78 new hotels between 2008 and 2010. "This strategy has been Sol Meliá's best lifeline in the face of the crisis scenario we have experienced. We expect the addition of new establishments through this type of formulas that are not very capital intensive and that represent 86% of the pending incorporations, "added the director.
With the new name also come changes in corporate management, which will be focused on four pillars of renewal: New Strategic Plan 2012-2014, renewal of the mission, culture and corporate values; organizational adaptation with reinforcement of the business areas of Asia-Pacific, and the strengthening of this new corporate brand.
Thus, the future prospects of the group are positive. "In 2011 we started with good improvements thanks to the performance of markets such as America, Germany and Russia. In addition, we expect an increase in tour operators by 10%, as well as an even higher figure in direct sales and an improvement in the group segment, especially in the pharmaceutical, insurance and automotive sectors, "said Escarrer.
