H&B CUSHMAN 11 en-uk-8.1

REPORT

INNOVATION IN HOTEL SECTOR DEMAND DRIVING

by Daniel Caballero Senior Hospitality Consultant, Spain

W Profound developments in terms of customer profile in both holiday and urban segments are leading to the rapid, continuous evolution of the country’s hotel stock. Whereas a few years ago it appeared sufficient to simply differentiate oneself through innovative design and a better F&B offering, nowadays a greater degree of differentiation in terms of product and experiences is essential to stand out within a much more competitive market. hilst customer expectations have risen since the pandemic, the process of choosing travel and a hotel increasingly takes up more time and greater dedication on the part of consumers given the highly differentiated offerings available to choose from. Given the increased attractiveness of Spain in the hotel investment market, particularly at an international level, the leading destinations have seen relatively obsolete offerings displaced by the entry of new products and brands and the repositioning of existing establishments. It is difficult to stand out within a universe of ever more differen tiated products and brands with increasingly specific identities. Each brand needs to target their niche market group and have its own identity. Brands generating the greatest hype in recent years include Edition Hotels, belonging to the Marriott International group, with two hotels in Spain, in Madrid and Barcelo na. With a luxury “lifestyle” concept, it has managed

to position itself within the high purchasing power segment and become a meeting point for local artists. Contemporary design and a high degree of comfort, music as a guiding theme and a disruptive F&B offering have enabled it to en ergise its establishments and use this energy to strengthen the long-awaited concept of a hotel as a nerve centre.

Cubanito Hotel, Concept Group

16