The new lifestyle hotel brand ZEL will make its debut in Spain, and will be followed by more than 20 properties within five years across Europe, the Middle East, Asia and America. The brand initially aims to grow in destinations on the Mediterranean coast and in capital cities such as Madrid, Paris and London. 

A spokesperson said the growth plan will focus on destinations that attract premium-quality leisure travellers, and on “bleisure” hotels in the key regions where Melia operates. 

Properties will focus on the outdoors, cuisine and architecture and design, with an emphasis on wellbeing experiences. The first hotel in Majorca will have a courtyard in the centre, leading to other spaces such as terraces, rooftop areas and beach clubs. It will also host a number of “pop-up corners” dedicated to handicrafts, beauty or product tastings with partner brands.

Nadal said: “As a Spaniard, a Mallorcan and a global traveller, the launch of our hotel brand is a project that I have had in mind for a long time.  ZEL is synonymous with feeling good at all times, enjoying life and the way we live it throughout the Mediterranean.”

Gabriel Escarrer, chief executive of Melia Hotels International added: “The result of combining the inspirational leadership of Rafael Nadal and Melia’s 65-years’ worth of experience in creating luxury hotels and in hotel management, is the unique brand we present today. 

“Travellers are going to love it and we will surprise new generations with this innovative hotel brand which is full of energy and has a new interpretation of wellbeing and a sustainable business model. We are happy to finally be able to announce our partnership in this project with an icon on both a personal and sporting level such as Rafa."