On Friday, he presented the revamped Hacienda Son Antem in Llucmajor, a five-star luxury hotel complex in which eleven million euros have been invested, which has 151 rooms and will operate all year. It will be marketed under Marriott's Autograph Collection Hotels brand.
At the presentation, he was asked for his opinion on this year's tourism season in Mallorca and the Balearics. "With a record number of tourists, there is a distorted economy because of global billing at average prices. There has to be a change to the customer profile. Mallorca has plenty of customers and needs to raise prices more. All this has to be complemented with an investment strategy to improve the accommodation offer and be even more competitive."
It is time, he said, "to take a qualitative leap and be brave". "I believe as a businessman that if clients cannot pay the price that I have set for a product, they should not come. It is necessary to take another turn in terms of tourist evolution and in the case of the Balearic Islands, one must know how to value what one has and be much more selective. At the same time, if there are businesspeople who cannot pay even the minimum wage, then they should cease being businesspeople. Everything is relative, both above and below.
"The Balearics have all the conditions in their favour to add value to the islands' tourism industry. You have to be more selective. I'll give an example. Four years ago, because of Brexit, British tourists saw the pound devalued by 20%. But despite everything, they came to Spain, paying 22% more for their holidays. It is a question of pressure (in reference to tourist overcrowding) and of acting according to professional and commercial criteria. It can be done because in the case of Mallorca, we have everything in our favour to be able to improve all that relates to marketing and price increases.
"Low-cost prices imply having low-cost tourists. It's that simple. It is time to look forward with a courageous business vision, because the European markets are going to respond, despite the uncertainty that prevails at the moment."
As to the 2023 season, Sr. Catalán observed that "it is too early to be able to make any kind of forecast". "The geopolitical and economic situations are what rule. It is true that there are countries which will enter recession, such as Germany, but European tourists will continue to come because they are willing to pay anything to go on holiday. The Balearics must play with the correlation between occupancy and average price. Occupancy and the average price per room have to be based on fewer clients, and this improves levels of profitability."
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Jeremy Ponsenby-SmytheThis a typical British snob who is talking about "underclass". People on low income does not mean they are "underclass" nor behaving like thugs. Some Brits does not behave as they should either in Maldives or Seychelles, unfortunately.
If people can't pay, it's common sense they won't book a hotel out of their league. You don't need to be a rocket scientist to figure that one out.
One of the things I love about Mallorca is that is has something for everyone, it’s such a diverse place. You have Magaluf if that’s what you are into and around the corner is Porta Portals of that’s what you want. Let’s celebrate this diversity and keep providing products for all tastes and budgets.
Ok, if you don't like it, then vote to return to magaluf/arenal/calas de mallorca cheapness. But I doubt you'll be successful. It's just not where we're headed. Cheap hotels and cheap beer sound great. But really, don't waste what we have on that. We can do much better.
Simon JonesThe holiday experience is the total package. Yes there is fantastic hotels in Deia . The traffic main season is horrendous though. The port and restaurants down there a experience and ambiance which is near unique. The return to the airport is without doubt a experience particularly for a delicate soul like myself. However that’s Majorca’s current volume offer. Crowds , consumption, neds and noise That will take some realignment with the volume resort stock and vested interests. 5 star hotels only will not do this alone. Some will loose
“willing to pay anything” sums up his mindset. Greed is king in Mallorca, masquerading as quality.
Sorry, but I have to agree. The one thing Mallorca tourism has (with certainty) is *quantity*. Big numbers. And that's not going to change much. The demand will always be there. What Mallorca also has is beauty and uniqueness. It has many outstanding amenities. Many charming, top grade hotels and fincas, golf courses, tennis, top rate cycling... Top beaches, mountains, yachting, you name it. The only thing you can't get here is snow skiing (but there's plenty of places around for that). Yet, until recently, many parts of Mallorca has been stuck in a cheapness rut. Unnecessarily. But that's changing... It's now on the bucket list of the jet set. And growing. So, should we aspire to be the cheapest, or take advantage of the headwinds and shoot for quality? By the way, that doesn't necessitate becoming the most expensive. It necessitates raising the bar. And yes, that gets a bit pricier. But it doesn't have to be Lamborghini pricier. Only enough to facilitate the demands of those who seek a classier experience. You know, the ones Mallorca wants to attract? And can afford it? He's right. Mallorca has all the ingredients for a top grade Michelin star destination. Time to start leveraging that.
The market will decide if he's correct or not. I suspect this might bite him on the arse.
Stayed at NH properties the 1898 in Barcelona was very nice. But it’s not about just hotels His argument on post Brexit Brits willing to pay 20% extra , well you want to holiday you pay or stay home. That’s not going upmarket. The problem with his argument is what will Majorca do with the volume rather shabby resorts. Fred’s on about Aldi and Waitrose. Well the up market store in Pagurea is closed and a new low cost discount store opening. No one’s going to pay Kempinski, Regent, prices at the existing resort offers. I was surprised IHG built that hotel in Santa ponsa. 400 euro/night rates. Villa Italia closed in port Andraix which is marketed as premium. Quality destinations. The area around the nixie palace is very 70s and spray paint everywhere. So build new resorts but the government won’t give permission for land release or increased beds. The desire to max revenue/ head is a good one but the greater offer has to be worth the outlay. Everything and everyone was a price desirable limit.
I agree with the hotelier. I stay twice a year at a famous hotel in Deia. What always ruins the experience is going to Terminal A and looking at some of the most distasteful humanity on the planet. My personal bugbear, inappropriately dressed 50+ year old fat balding men with tattoes drinking beer at 8an and eating burger king. 🤷♂️ And we wonder why we are the most obese in Europe and live less than everyone else!