Meliá’s Upmarket Bet Pays Off in Spain. Cuba Is Another Story
Photo Credit: Zel Mallorca, Zel Premier Room. Meliá Hotels International
Skift Take
Meliá is benefiting from Spain’s tourism boom, but Cuba highlights how quickly local conditions can pressure performance.
Meliá Hotels is trying to turn Spain’s tourism surge into something more durable than a single strong year: higher rates, a more premium brand mix, and growth that relies more on partners than its own real estate.
The hotel group said net profit rose 23.6% year-over-year to over €200 million in 2025. Management also projected 2026 revenue per available room (RevPAR) “growth in the low- to mid- single-digit range for the year.”
The strategy is working best in Spain, where Meliá derives roughly 49% of its operating profit, but the company’s exposure to Cuba shows how quickly external shocks can cut into performance.
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