The challenge
Meliá Hotels International held its Members Fest in Barcelona, an exclusive multi-day gathering for a group of the company's guests. The programme ran from Tuesday 22 to Saturday 26 July 2025 and had to offer something different every day, with a level of service in keeping with one of the world's major hotel groups.
A five-day programme demands continuity: each day needs its own identity, timings have to fit together and guests should not notice the changes of suppliers, spaces and schedules. On top of that, many of the activities took place at night and outdoors, in the height of summer.
What we did
- Main venue. The programme was based at Gran Meliá Torre Melina, with its gardens and outdoor spaces.
- Stage and entertainment. We produced a stage with lighting and sound for presentations and the entertainment each evening.
- Themed dinners. We coordinated several dinners across the week, each with its own theming, lighting and menu.
- Fine dining. One of the evenings featured chefs Hermanos Torres, with a dedicated photo spot for guests.
- Golf at El Prat. We included a day of golf at El Prat in the programme.
- Photo spot and content. A Members Fest photo spot and photography coverage of every day.
- Daily coordination. A production team on site for all five days to adjust the programme in real time.
The result
Meliá offered its guests a five-day programme in Barcelona with a distinct identity each day: dinners, sport, fine dining and entertainment, coordinated by a single team. The format showed how a city hotel can be the base for a complete incentive programme without leaving the city.
This is the kind of project we deliver in incentive travel and as a DMC in Barcelona. If your programme includes a gala evening, see gala dinners as well. We had already worked with Meliá on its welcome for the IBTM Hosted Buyers (see case study).
Planning a multi-day programme for clients or guests in Barcelona? Get in touch.
