Sol Meli names regional chief for UK and Ireland

Spanish hotel giant Sol Meliá has signalled a determined push into the British market with the appointment of Austrian-born Elmar Wirtenberger to the new role of regional director, sales and marketing, for the UK, Ireland and Scandinavia.

Wirtenberger said that his key tasks were to develop the company's first UK hotel (the Meliá White House in London's Regent's Park, bought in 1999), to boost awareness of Sol Meliá in the three markets he covers, and to increase bookings from Britain in the group's hotels worldwide.

Wirtenberger said that the group had looked at buying a smaller UK chain, but this had fallen through. It is now investigating two possible acquisitions in London, and is also interested in hotels in other major cities and in the countryside.

While there was nothing on the cards for Ireland at present, Wirtenberger said that he would look at suitable hotels that came on the market. Sol Meliá was less interested in opening hotels in Scandinavia.

Wirtenberger joins from Radisson SAS Hotels and Resorts, where he has worked since 1993, most recently as senior director of corporate sales. His career also spans stints with Regent International Hotels, Hyatt International Corporation and Omni International Hotels.

By Angela Frewin