The Spanish hotel chain Meliá Hotels International has expanded its portfolio in Cuba by acquiring a property previously managed by Kempinski, the Hotel Gran Bristol. According to reports from Excelencias Cuba, the hotel reopened in July under a new management contract. This move occurs amidst a challenging tourism landscape in Cuba, characterized by power outages, supply shortages, harsh criticism of services on social media, and flight cancellations, all contributing to extremely low occupancy rates.
Located in the heart of Havana, the newly renovated Gran Bristol retains its Art Deco style, featuring 162 rooms and a famous rooftop infinity pool offering views of the National Capitol Building. Although it resembles the Gran Manzana Kempinski, the property is now under the direction of a different hotel group. Meliá aims to draw visitors to central Havana with this opening, yet financial data and the broader context show that the Cuban tourism environment remains far from ideal for this venture to succeed.
An Uncertain Bet Amid Crisis
The shift in management highlights how powerful companies like Kempinski struggle to achieve profitability on the island, a challenge also faced by Meliá, despite its ongoing support for the regime. In its 2025 mid-year report, Meliá acknowledged that the situation in Cuba is "challenging" due to blackouts, shortages of basic goods, and a growing negative international perception, directly impacting tourist arrivals.
In response, Meliá established an import company to exclusively supply its Cuban facilities, but this strategy extends beyond mere hotel management. The Cuban regime has recently strengthened its ties with Meliá and Ávoris Corporación Empresarial in an effort to revive a struggling tourism industry. The “Selling Cuba Has Rewards” campaign, promoted by the tour operator Travelplan (a subsidiary of Ávoris), involves over 400 European travel agents visiting in September, staying in luxury complexes operated by Gaviota S.A., a company linked to the Revolutionary Armed Forces.
This association, particularly with GAESA, the military conglomerate controlling much of Cuba's dollarized economy, has sparked significant criticism of Meliá Cuba on social media, especially for investing in a country with hospitals lacking medications and a population facing basic needs shortages.
Meliá Acknowledges Decline
Meliá admits that Cuba was the only destination in its global portfolio with negative results in the first half of 2025. The RevPAR (revenue per available room) dropped by 20.8%, and occupancy plummeted to 40.5%. Additionally, there was a loss of five million euros in management fees and flight cancellations from key markets such as the United Kingdom, Belgium, and Argentina.
Despite these figures, Meliá continues to pursue strategic alliances with regime-affiliated companies and even launches campaigns to attract travelers and enhance its international image, although the internal situation keeps worsening. The opening of the Gran Bristol signifies far more than a hotel launch. It is part of a broader effort where tourism is a state priority amid a profound national crisis.
Understanding the Challenges of Cuban Tourism
Why did Meliá take over the Gran Bristol in Havana?
Meliá took control of the Gran Bristol as part of its strategy to expand its presence in Cuba, despite the country's challenging tourism environment marked by low occupancy rates and supply shortages.
What challenges does the Cuban tourism industry currently face?
The Cuban tourism industry is facing significant challenges, including power outages, supply shortages, negative perception from international communities, flight cancellations, and generally low occupancy rates.
How has Meliá responded to the economic challenges in Cuba?
Meliá has responded by creating an import company to supply its Cuban operations and by reinforcing alliances with companies linked to the Cuban regime, aiming to revitalize the tourism sector.