H&B CUSHMAN 11 en-uk-8.1

UMusic Hotel Madrid

with the rest of its portfolio, we are invited to travel in time, not just geographically.

With a pipeline including a large number of highly differentiated establishments in the country’s leading destinations, we anticipate that secondary destina tions will begin to experience this transformation of their hotel stock, enabling the country to better compete with international destinations in terms of price rather than volumes.

This journey through time will take us to 1960s Italy in the “spirit of the eternal Mediterranean holidaymaker”. The group’s success is based on the integration of these international concepts within a sense of place rooted in the Balearic Islands. Also with a highly experience-based of hospitality products component, though entirely in contrast to the foregoing examples, We Camp’s portfolio is transforming and professionalising the Camping segment in Spain. With offerings aimed at customers with significant purchasing power, in stark contrast to the audience that traditionally frequented these products in Spain, it has understood how to get the most out of exceptional locations in spectacular nat ural surroundings to develop and reposition products in tandem with Meridia Capital, and at prices that compete with the levels of Upscale hotels. In short, we are witnessing an era in which the ho tel category is shifting to the background whilst the personality and identity of hostelry products is enabling them to maximise rates and, consequent ly, returns for ever more professionalised owners.

THE LEADING DESTINATIONS IN SPAIN HAVE SEEN

RELATIVELY OBSOLETE OFFERINGS DISPLACED BY THE ENTRY OF NEW PRODUCTS AND BRANDS

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