Rafael Nadal will soon be able to add hotelier to his long list of accomplishments as the tennis star’s long-standing partnership with Spain’s Melia Group plans a new luxury hotel chain. Simply titled Zel, Nadal’s hotel brand will have its first property in the obvious spot of Mallorca before expanding to 20 other locations around the world.
It’s a curious time to start a luxury hotel brand. The market is absolutely teeming with fast-growing hotel brands both new and old, such as Ian Schrager’s Edition and the stalwart Ritz-Carlton, which was named the world’s fastest-growing hotel brand for 2022 with brand value up 112% to US$1.1 billion (AU$1.6 billion).
And yet, with Rafael Nadal’s obvious star power behind it, it wouldn’t be a surprise to see Zel muscle through the market as it kicks off in Spain before opening in other countries around the world. That is, as long as Nadal and Meliá Group can offer something distinctive in an industry where cookie-cutter luxury is the go-to approach.
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Zel hotels will rest heavily on the Mediterranean heritage its owners, with the first property set to open in Mallorca by the end of 2023. Expansion is already on the horizon for Nadal, with plans to open Zel hotels in other European countries, the Middle East, Asia and the Americas, totalling 20 properties in the next five years.
Nadal’s involvement has propped up a comprehensive wellness program for Zel. Guests will access to numerous exercises classes and the choice to work with a personal trainer during their stay.
Clean eating will also come into play with local cuisine partners at each hotel invited in to host “pop-up corners” for guests to enjoy a variety of tastings.
Details are thin on Zel Mallorca but we do know that the luxury hotel will have a courtyard at its centre, shooting off seamlessly in multiple directions to terraces, a rooftop and a beach club.
