6 November 2017 – Cinco Días
Nine years after it stopped managing Hotel Villa Magna, the North American hotel chain Hyatt, is finalising its return to Spain and will benefit from first-mover advantage in the battle between the luxury hotels in Madrid. It will be the first to open, but close behind it will be followed by the five-star Four Seasons hotel in Canalejas, the four-star RIU hotel in Plaza de España and the five-star Starwood hotel in the former Hotel Asturias.
The hotel will be located in the heart of Gran Vía, will have 159 rooms (of which 10% will be suites with views over the iconic street) and will be very focused on tourists with a high purchasing power. Gonzalo Maggi, Director of the hotel, highlights that it will be the first hotel to operate under the Centric brand in Europe. “The main features of the brand including being at the centre of the action. We are targeting clients who want to explore, get to know the city and discover new things and who want to use the hotel as a launch pad for their stay”, says Maggi, who admits that the building work is being accelerated to ensure that the hotel will be ready to open in December to take advantage of the Christmas rush.
Maggi defines the client that his hotel is targeting as “lifestyle”, which serves, in his opinion, to differentiate its offer from those of the other operators that are going to compete with Hyatt. “We are going to target people who place a lot of importance on design, fashion, the people they share space with and the gastronomy they seek. We are going to position ourselves in the high-end segment. Of the scale of traditional five-star hotels, we are going to aim a bit lower, but in the highest range of the new establishments”, he says. Another feature of the chain is the food. “We are going to have a music studio in the hotel lobby specialising in vermouths, a restaurant with international food and a rooftop bar, which will open in the first quarter of 2018”, he says (…).
The Director of the Hyatt Centric forecasts that to start with, 40% of the hotel’s clients will come from the USA, where the brand has been established for 60 years and is very well known. The rest will come mainly from three European countries (France, Germany and the UK) as well as from certain Asian countries. Maggi does not rule out that the hotel will also spark interest in the domestic market, despite its high prices, given its good location.
The director of the hotel highlights that Spain represents a very interesting market, as shown by the opening of the Park Hyatt in Mallorca a year and a half ago, although he is sure that the main opportunities are in Madrid and Barcelona (…). Asked about the hotel moratorium, he says (…) “as soon as they let us build there, we will launch ourselves into that market. It is a fantastic city and has a great deal to offer”, he says.
Original story: Cinco Días (by Carlos Molina)
Translation: Carmel Drake