Melia - For the Curious Ones

INNSiDE by Meliá is a global network of more than 50 high-end hotels, situated in some of the world’s most desirable urban and resort locations. Yet, despite its prime positioning, the brand lacked a unifying global platform and was suffering from stagnating sales. The hotel chain was still largely perceived as sterile and overly Germanic - a far cry from the vibrant, experience-led expectations of modern travellers.

To re-energise the brand and its appeal, Meliá needed to shift perception and reach a broader demographic, specifically the growing segment of ‘bleisure’ travellers - those combining business with leisure. The goal was to move away from a purely functional hospitality offering and towards a lifestyle-led experience.

We knew that today’s traveller craves more than just a place to sleep — they’re after authenticity, culture, stimulation and personal discovery. So, we developed a global brand proposition rooted in curiosity — the same quality that drives exploration, growth and connection in modern life.

‘Stay Curious’ became our platform, positioning INNSiDE as the hotel for those who travel with purpose. Rather than simply promoting destinations, we championed the experiences they unlock. We celebrated the idea that no two stays should ever feel the same because every traveller and every city offers something unique.

This brand platform allowed INNSiDE to shed its one-size-fits-all feel, instead embracing flexibility and local character across its global network. Curiosity became the unifying theme, a mindset that resonated across cultures, generations and travel types.

We rolled out ‘Stay Curious’ across a full campaign ecosystem. This wasn’t just a tagline; it was a call to action embedded into every guest interaction and every touchpoint, from social media to on-property branding.

Each property was reimagined as a gateway to local culture. We shifted communications away from stock visuals and generic luxury cues, instead showcasing vibrant local scenes, hidden experiences, and the everyday moments that make a trip unforgettable.

Curiosity became the lens through which we presented the brand, making INNSiDE not just a hotel you stayed at, but one that stayed with you.