WHY IS THE ARRIVAL OF FOUR SEASONS IN MADRID SO IMPORTANT?
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WHY IS THE ARRIVAL OF FOUR SEASONS IN MADRID SO IMPORTANT?
If we ask our environment how they would define a luxury hotel, it is possible that the variety of answers was so variable that it would be impossible, even, to unite them with the ethereal qualifier of the stars.
An emblematic building, a good spa, exceptional service, discretion or, on the contrary, all kinds of attention are some of the qualifiers that justify paying a high price in the face of an increasingly growing demand, even in current times, and that fight every day for being differential.
1. AUTHENTICITY AND UNIQUENESS
The RAE defines luxury as “high category, excellence or delicacy that has something due to the quality of the raw materials used in its manufacture, its high performance or services, etc.” This concept, despite being tremendously variable according to the needs of the market, is what we refer to as luxury hotels.
Regardless of price, it is everything that, focusing on authenticity, bases its offer on the client, the importance of service and personalization, as well as the value and uniqueness offered by artistic design and crafts or quality in everything it offers.
2. THE WOW FACTOR
Luxury can be something small, like creating a meaningful experience or showing that the customer matters, but big or small, luxury must create an emotional connection to the people, the product and the brand. For Marta Centeno, communication director of Four Seasons Madrid , “In luxury there are no standards, the key is in personalization, in this world things can be more powerful than words” she assures National Geographic Travel.
Service, surprise, the so-called WOW factor that exceeds the expectations of the guest something that, to finish off the complexity, must be specific for each traveler based on their expectations, habits, culture, etc. Hence, one of the great challenges that this type of hotel has been facing for years is precisely that of the standardization of luxury when: “The luxury industry must be completely redefined in order to continue being relevant .
It is expected that by 2022, two thirds of luxury hospitality will be based on experiences” , according to the trends report of the International Luxury Hotel Association.
3. INVESTMENT AND HIGH STANDARDS
To offer a product so committed to these very high standards requires an ad hoc level of investment to provide quality and service, or with the expected experiences associated with price, not stars.
And they know a lot about investment and high standards at Four Seasons, which after the refusal by the city of Barcelona to settle in the Deutsche Bank tower in Barcelona, which would have meant its first property in Spain, found in Madrid the partners, and the perfect location to open their first hotel in Spain.
“Four Seasons Hotel Madrid began from a visionary plan by our owner partner OHL that aimed to unite a collection of seven historic buildings.
Together with recent partners Mohari Hospitality, They have created a modern experience in a lovingly restored location in the heart of the city,” says Christian Clec, President of Global Operations for Four Seasons Hotels and Resorts. More than 8 years of rehabilitation and almost 600 million euros later, the property opened its doors on September 25 (the initial scheduled date was in May, but sanitary conditions forced the hotel to postpone the date) returning all the splendor that for years had
4. THE IMPORTANCE OF LUXURY FOR THE CITY
That the hotel industry in general terms get on the luxury bandwagon is something that must be dealt with from within, either by redefining the concept or by positioning itself in another way.
Although any city in the world would have laid out a kilometer of red carpet for the arrival of the Four Seasons, Madrid was chosen, a city that had not welcomed a luxury hotel of this size for more than half a century.
The last to open was the Villa Magna and the opening of the historic Ritz is impatiently awaited, which will open its doors under the umbrella of another of the greats, Mandarin Oriental.
But why is it so important that a city like Madrid has hotels of this type that are, on the other hand, inaccessible to the majority? On the one hand, there is the fact that Spain, or specifically Madrid, had a scarce offer for this segment of traveler, which is now beginning to take shape with the arrival of the first Four Seasons and with what is to come: “we need all kinds of hotels to attract all kinds of customers”, according to the words by Josep Huguet, director of the Tourism unit of Mintsait Business Consulting.
And he continues, “the main advantage that this type of hotel brings to a city, and even to a country, is a new offer for a certain segment that may not even take the destination into account”, confirms Huguet.
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5. THE MAGNETISM OF FOUR SEASONS
Another interesting conclusion can also be drawn from the expert’s words, since it is not a matter of assessing whether or not this type of hotel is positive for a city, but rather that it is a complementary offer to the existing one because ” there is a segment of travelers that only travels to this type of hotel, it is the Four Seasons client”. This is confirmed by the chain, and they also add that there must be at least three factors for them to opt for one market or another: that its location is a historic building, having a powerful economic partner and an exceptional location. Red carpet.
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6. A NON-EXCLUSIVE EXCLUSIVITY
There are no ‘buts’ that count when arriving at a hotel of this category. And, despite the fact that one might think that its high price (rooms in the middle of a pandemic cost from 600 euros) could modify the leisure offer (shops, bars, restaurants, etc.) or even make it more expensive, this is not the case. , since the main impact in these cases is that a new offer appears aimed at satisfying the demands of a different type of customer, and who manage to coexist in harmony with the existing ones, thus completing a range where every traveler has a place.
7. A FAITHFUL TRAVELER
The luxury traveler is candy for hoteliers. They travel more (either for pleasure or for work), they spend more and they retain more loyalty, which means an increase in direct bookings, or what is the same, less payment of commissions to intermediaries. That the luxury industry is growing, although slowed down by the pandemic, is another of the conclusions drawn from the same report by the International Luxury Hotel Association, which also estimates growth of around 940 billion euros by 2022. in this sector… and everything that it affects in a destination. The newcomer Four Seasons in Madrid is proof of this.
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