The Spanish hotel chain Meliá Hotels International has added a new asset to its portfolio in Cuba by taking control of a building managed by Kempinski, the Hotel Gran Bristol.
Excelencias Cuba reported that the reopening of the hotel took place in July under a management contract. This occurs amid a complex scenario for tourism in Cuba, characterized by power outages, shortages of supplies, harsh criticism of the service from users on social media, and flight cancellations, resulting in very low occupancy rates.
Located in the heart of Havana, the renovated Gran Bristol retains its Art Deco style, features 162 rooms, and boasts its iconic rooftop infinity pool from which one can view the National Capitol. It is quite similar to the Gran Manzana Kempinski, but is now under the management of a different hotel group.
Meliá aims to attract visitors to the center of Havana with the opening of this hotel; however, the financial data and overall context indicate that the Cuban tourism environment is far from favorable for this project to succeed.
The change in administration demonstrates how powerful companies like Kempinski struggle to achieve profitability on the island, a situation that Meliá also faces, despite its refusal to withdraw support for the regime.
A risky bet during a full-blown crisis
Meliá acknowledged in its semiannual report for 2025 that the situation in Cuba is "challenging," due to power outages, shortages of basic goods, and a growing negative international perception, which directly affects the arrival of tourists.
The company established an import firm that exclusively supplies its facilities on the island, but the strategy goes beyond mere hotel management. The Cuban regime has recently strengthened its alliance with Meliá and Ávoris Corporación Empresarial in an effort to rejuvenate a tourism industry in free fall.
The campaign “Vender Cuba tiene premio”, promoted by the tour operator Travelplan (part of Ávoris), includes the visit of more than 400 European travel agents in September, staying at luxury resorts operated by Gaviota S.A., a company linked to the Revolutionary Armed Forces (FAR).
This connection, specifically with GAESA, the military conglomerate that controls much of Cuba's dollarized economy, has generated harsh criticism of Meliá Cuba on social media, particularly for making such investments in a country with hospitals lacking medications and a population suffering from basic shortages.
Meliá acknowledges the deterioration
Meliá acknowledges that Cuba was the only destination in its global portfolio with negative results in the first semester of 2025. The RevPAR (revenue per available room) fell by 20.8%, and occupancy plummeted to 40.5%.
This is compounded by a loss of five million euros in management fees and the cancellation of flights from key markets such as the United Kingdom, Belgium, and Argentina.
Despite these figures, it continues to invest in strategic alliances with regime companies and is even promoting a campaign to attract travelers and improve its international image, even as the internal situation continues to worsen.
The opening of the Gran Bristol therefore represents much more than just a hotel inauguration. It is part of a larger operation where tourism is a state priority, amid a deep national crisis.
Frequently Asked Questions about the Gran Bristol Hotel and the State of Tourism in Cuba
What does the reopening of the Gran Bristol Hotel mean for Meliá in Cuba?
The reopening of the Gran Bristol Hotel represents an effort by Meliá to strengthen its presence in Cuba, despite the economic and tourism challenges the country is facing. Meliá aims to attract visitors to downtown Havana, in a context where Cuban tourism is in crisis due to power outages, shortages of supplies, and a negative international perception.
What is the current situation of tourism in Cuba?
Tourism in Cuba is in a critical situation, with a significant drop in tourist arrivals and very low hotel occupancy. Issues such as blackouts, shortages of basic goods, and flight cancellations have contributed to this crisis. Despite this, the Cuban regime continues to prioritize tourism as an economic strategy, partnering with companies like Meliá to attempt to revitalize the sector.
What criticisms does Meliá face for its alliance with the Cuban regime?
Meliá faces criticism for its collaboration with the Cuban regime due to the opacity of its partnerships, the use of poorly paid labor, and suspicions of corruption. Furthermore, its investment in the tourism sector is seen as support for a regime that prioritizes tourism over basic needs such as health and food for the Cuban population.
What does the "Selling Cuba has rewards" campaign involve?
The campaign "Selling Cuba is Rewarding" is an initiative by the tour operator Travelplan, in partnership with Meliá and Ávoris, aimed at promoting the commercialization of the Cuban destination among European travel agents. It includes the visit of over 400 travel agents to Cuba, to promote the country as a tourist destination despite its challenging economic and social situation.
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