Hotels • B2B

Spain’s status as the go-to market for some of the world’s most luxurious and unique hotels is a no-brainer given its ranking in the global travel industry.

AMANCIO LÓPEZ We began as an initiative with limited resources but considerable enthusiasm to create an organization that would help independent hotels compete with large chains. We were young and learned quickly, creating a group that is diverse and international. In our early years, we focused on managing reservations for hotels, and creating commercial networks. Then, in the 1990s, we started to manage hotels ourselves. We acquired our first hotel in 1994 and recently opened our 200th establishment. We started with small hotels and later decided to develop both high- and lower-end establishments. We have a diversified portfolio that today includes boutique hotels, hotels in rural areas, small hotels, and hotels in towers, for example. The key to success is being efficient; once you know how to do something better than others it is crucial to seize that competitive advantage.

PASCAL BILLARD The Majestic Hotel & Spa Barcelona was founded 101 years ago. The main difference between us and most other hotels in Barcelona is that we are an independent family hotel affiliated with Leading Hotels of the

World. A great step for Barcelona was the 1992 Olympic Games, which really put the city on the global map. The challenge now is to maintain its reputation and positioning both for leisure and business tourism, while competing with major cities and capitals. Around the time of the Olympics, we saw many international hotel chains arriving, bringing more high-end products and luxury along with international professionals to the sector. Majestic followed that path and did major renovations in 1993/1994, increasing the hotel’s ranking from four stars to five stars, and later to five stars Grand Luxury. With our latest renovation, between 2009 and 2013, the hotel has reached a new level of luxury.

MICE tourism is significant in Spain, ranking second in this sector. What’s the group strategy for this segment?

AL Spain’s stability is what attracts the MICE sector. Another factor is the quality of the public health system. Third is the existing infrastructure. For example, Spain has some of Europe’s best-ranked airports and the second-largest railway infrastructure in the world. What further cements Spain’s position in the MICE sector is the fact that it is home to the second-largest number of world heritage sites. MICE tourism is of vital importance as its set to grow the most in the near future. For us, this is an important segment and we are set to launch a brand specialized in this area.

What makes a hotel a luxury hotel?

PB We have the greatest location in Barcelona. Our rich history also makes us a luxury hotel. We have received a number of heads of states, celebrities, and artists over the years. Majestic Hotel & Spa is a true icon in Barcelona. We invest in renovating and maintaining the property every year. Our Majestic Royal Penthouse is the largest three-bedroom suite in Barcelona with fantastic views, a private jacuzzi, and a terrace for every room. We also recently renovated our rooftop terrace, which won the Best Hotel Terrace in Europe award at the Prix Villégiature awards. Notably, 95% of our guests are not from the domestic market. In line with this, we must adapt to the needs and desires of the Chinese and Indian markets. We are working closely to improve our capacity to hyper personalize our experiences according to every client’s needs.

What are the company’s goals for the year ahead?

AL We are growing organically at a good pace of 10%. We expect to see continued profitability. We own close to 33% of all our hotels and operate a franchise business line, a management segment, and a rental business. The model is strongly consolidated, and we are in a process of internationalization. We are present in Europe and Latin America and intend to continue growing in Africa. I am particularly satisfied with the company in that we employ many young people, which guarantees continued expansion.

PB We are currently expanding in the Iberian Peninsula through management contracts, bringing value and positioning or re-positioning hotels. In the luxury segment, we currently operate Majestic Hotel & Spa and offer support to Sant Francesc Hotel Singular. In addition, we have three boutique hotels in Barcelona. Notably, we have expanded over the past three years through management contracts for hotels that belong to Leo Messi. We have created a new brand for him and named it MiM. At present, we oversee MiM Sitges and MiM Ibiza. ✖