In the year that Meliá Hotels International celebrates its 70th anniversary, the company is taking a decisive step in the evolution of its brand portfolio with the relaunch of SOL by Meliá—its first major holiday brand and one of the most emblematic in its history. The announcement comes to life with the reopening of Sol Arona Tenerife, the first hotel fully redesigned under the new brand concept, setting the tone for a new generation of hotels created for unforgettable holidays. 

The rebranding of SOL by Meliá represents a comprehensive transformation of the product, guest experience and brand positioning, reinterpreting the essence of the “summer holiday” through a fresh, inclusive and contemporary lens. From the way the brand communicates with its diverse audiences to the complete redesign of its facilities, every element has been reimagined to optimize spaces, innovate in service, elevate the culinary offering and ultimately ensure an experience worthy of an unforgettable summer.

From past to present: the new SOL by Meliá

SOL by Meliá was the brand that democratized the Spanish summer holiday experience, accompanying generations of travelers through some of their happiest memories. With 52 hotels and more than 15,000 rooms across eight countries, the brand now enters a new chapter that connects its emotional legacy with the expectations of today’s travelers. 

Under the tagline “Everything under the Sol,” the brand celebrates light, authenticity and the energy of summer as a year-round state of mind embodied in its hotels.

​The new SOL is defined as an open, flexible and vibrant space where all “tribes” are welcome: multigenerational families, couples, groups of friends, senior travelers and sports enthusiasts looking to enjoy their destination at their own pace. It is a concept that understands summer not simply as a season, but as a way of life. 

Transformation delivered in partnership with Petra

The transformation of Sol Arona Tenerife has been made possible through a strategic partnership with Petra, an investment platform specializing in hotel assets. Developed in collaboration with Meliá Hotels International, the project exemplifies a model built on strong cooperation between investor, operator and technical partners. 

Following the acquisition of the asset in September 2023, Petra supported the definition and execution of a comprehensive repositioning plan valued at more than €25 million. The investment has enabled the hotel to fully align with the brand’s new positioning in both design and services, demonstrating the value creation that stems from strong partnerships and a shared vision.

Sol Arona Tenerife: the first hotel of the new SOL generation

Located in one of Spain’s most iconic holiday destinations, Sol Arona Tenerife becomes the first expression of the new SOL by Meliá—a fully renovated hotel that translates the brand’s new positioning into spaces, services and experiences. 

The hotel has been redesigned to deliver a more fluid, social and connected experience, featuring spaces such as All Tribes Playground, which includes a chill-out zone for relaxing, Sol Stage with live entertainment for all ages, an All Games Zone with arcade machines and fun for everyone, and even a bicycle service for guests who wish to explore the island. 

The culinary offering revolves around venues such as Verbena, serving a well-balanced buffet; Papagayo, a pool bar for casual dining and refreshments; and Play Bar, with a curated selection of cocktails, wines and beers. Each concept evokes the flavors of summer, allowing guests to move at their own rhythm. 

Outdoors, the hotel features an adults-only pool area, a children’s pool with slides known as Slide Town, a dry play park and Kidsdom, a dedicated activity space for younger guests. 

The fully refurbished rooms offer greater space, interconnecting options and a sustainable, minimalist and functional design aligned with the concept of “Smart Sol Holidays.” This approach focuses on technology, comfort and the removal of unnecessary processes so guests can enjoy a seamless stay at their own pace, with features such as a Beverage Station offering self-service drinks and a Cleaning Lab where guests can do their laundry just as they would at home. 

A forward-looking strategy

The reopening of Sol Arona Tenerife is only the first step in this new chapter. In the coming months, other emblematic properties in the brand’s portfolio—including SOL Lanzarote, SOL Sancti Petri, SOL Falcó, SOL Príncipe, SOL Puerto Marina, SOL Málaga Guadalmar and SOL House Mallorca—will join this new generation. 

With this rebranding, SOL by Meliá reaffirms its pioneering spirit and its ability to reinvent itself without losing its DNA: creating authentic, inclusive and memorable holiday experiences. It is a tribute to the legacy of the Spanish summer holiday, reimagined for a new era and new ways of traveling. Because under the Sol, everything is lived more intensely.​