Spain is the British family segment’s favourite destination and is chosen by one in five consumers, according to The ABTA Travel Association. In general, approximately 7% more tourists from the UK have visited Spain so far in 2011, attracted by its excellent value for money, ever-improving travel connections and guaranteed safety.

1. November 2011

3. Urb. Montaña Roja, Playa Blanca
E-35580 Yaiza, Lanzarote
T (34) 928 51 85 00
F (34) 928 51 84 98
A wellness refuge in the south of Lanzarote.
On the sea front, in the south of Lanzarote, stands the H10 Rubicón Palace,
a resort with everything you need to guarantee an unforgettable holiday:
one international restaurant, and another à la carte, villas facing the sea, the
Despacio Thalasso Centre and for the youngsters Daisy Adventure, a pirate boat
with water games where kids will have a whale of a time. And if you are looking
for a more exclusive stay, don’t miss out Privilege, exclusive rooms and services.
H10 Hotels, where everything is done with you in mind.
With you in mind
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Costa Daurada • Riviera Maya • Punta Cana • Cuba • Barcelona • Madrid • Rome • London • Berlín
www.h10hotels.com T (34) 902 100 906 reservas@h10.es

4. Discover why the stars
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Iberostar has an exciting year ahead. Our grand entrance to the
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iberostar.com Enjoy being a star

5. EDITORIAL E
Spanish destinations gain even more
ground in the British market
S
pain is the British family segment’s favourite destination and is chosen by one in five
consumers, according to The ABTA Travel Association. In general, approximately
7% more tourists from the UK have visited Spain so far in 2011, attracted by its
excellent value for money, ever-improving travel connections and guaranteed safety.
The wide range of Spanish tourist destinations returns to the fore as the main attraction,
from the more than 500 beaches flying Blue Flags that make Spain the European country
that generates the most trust in this aspect to the new language tourism proposals that
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entice visitors to enjoy an experience, including the top-class, professionally-run golf offer
Hosteltur.com and congresses or fun for all ages.
STAFF Every corner of the country has something surprising and exciting to offer: the Canaries
PRESIDENT EDITOR: Joaquín Molina García-Muñoz with their high degree of biodiversity and excellent conditions for enjoying outdoor sports;
editor@hosteltur.com
EDITOR: Manuel Molina Espinosa · @manolomolinaesp the Balearics with a new leisure offer and “Ibiza Slow Breaks”; Levante with proposals for
director@hosteltur.com
MANAGER: Carlos Hernández · @carloshosteltur
active or inland tourism; Madrid with its capacity to host events; Catalonia with more than
carlos.hernandez@hosteltur.com 400 species of birds for birders; and Andalusia with the Al-Andalus train, which is up and
EDITORIAL DEPARTMENT running once again. A host of reasons for choosing Spain.
MENORCA
Editor in chief: Esther Mascaró · @esthermascaro
redactorjefe@hosteltur.com
MADRID
Hotels
Paula Pielfort · hoteles@hosteltur.com · @PaulaPielfort
Agencies and Tour Operators
José Manuel de la Rosa · agencias@hosteltur.com
Transports
Vivi Hinojosa · transportes@hosteltur.com · @vivi_hinojosa
SEVILLA
Agencies and Tour Operators
Ángeles Vargas · agencias@hosteltur.com
PALMA DE MALLORCA
Transports
Diana Ramón · transportes@hosteltur.com · @dianaramonv
BARCELONA
Economy and Actuality
Xavier Canalis · actualidad@hosteltur.com · @XavierCanalis
CUBA
María Eugenia Cobas · comerhost@ceniai.inf.cu
DIGITAL
Coordinator
Ángeles Vargas · angeles.vargas@hosteltur.com
ADVERTISING
Director
Pedro Bagur · pedro.bagur@hosteltur.com
Madrid
Juan Carlos Martín · juancarlos.martin@hosteltur.com · @jcmbrunete
Tels.: 647 45 75 75 · 91 366 25 37
Barcelona:
Iván Vega · ivan.vega@hosteltur.com · @ivanvegagarcia
Tel.: 93-4731693
North Spain: INTRO LEVANTE
Arianne Gorgas · arianne.gorgas@hosteltur.com
Tel.: 617-356605
>6 > 32
DESIGN
HOTELS MADRID
David Molina · david.molina@hosteltur.com · @davidhosteltur
>8 > 34
PHOTOGRAPHS
Archivo Hosteltur TRANSPORTS CATALONIA
PRINTING > 14 > 36
Ingrama, S.A.
SUSCRIPTIONS CANARY ISLANDS GOLF
Hosteltur: suscripcionimpresa@hosteltur.com
> 18 > 54
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EDITED BY BALEARIC ISLANDS CONGRESS
Ideas y Publicidad de Baleares, S.L. > 26 > 49
Joan Miró, 79 · 07015 Palma de Mallorca - Baleares
Teléfono: 971 732073 · Fax: 971 737512 ANDALUSIA CUBA
www.hosteltur.com · hosteltur@hosteltur.com · @hosteltur
Depósito legal: PM298-1994
> 30 > 70
Member of Asociación de Prensa Profesional
Special WTM · November 2011 5

6. Spain, a sure-fire bet
2% slump in package tours from the UK
this year, packages purchased by the Brit-
ish to Spanish destinations were up 7%
overall, with this figure even topping 8%
in the Balearic Islands, Benidorm and the
Costa Blanca.
An irresistible choice
Precisely in a year in which the British
have reined in their trips abroad, Spain as
a whole has gained market share for the
first time in five years, rising from 31.6
to 34.5%. The favourite regional destina-
tion is the Balearics, which climbed from
15.2 to 16.6%; the Balearics also gained
market share among Spanish destinations
and accounted for 49% of all British visi-
tors to the country. Good value for money
and convenient flight connections are the
strengths the ABTA highlights of these
wonderful isles with their clear waters and
white sands.
The Association’s data indicate that it
The land of Spain is full of evocative places to enjoy an unforgettable stay. is precisely easy access and hospitable
Photo: Homelidays. treatment that stand out in the top 10
priorities identified by the British when
choosing their holidays. Safety came in
In 2011, Spanish destinations have strengthened as the undisputed first place, ticked by
their position as the places that most appeal 86% of the respondents, who above all
to the British, thanks to their guaranteed value staying in a protected place; they
undoubtedly know that Spain is not going
satisfaction and safety. Families are especially to let them down.
captivated by their excellent infrastructure, For travelling with family, couples or
friends to enjoy a relaxing holiday at the
convenient flight connections and constantly seaside, exciting cultural visit, romantic
updated hotel facilities. getaway or wide variety of outdoor sports,
Spain is and will to continue to be the ideal
choice.
S
pain tops the ranking of British favourite overseas holiday spot. One of the This comes as no surprise to the 9.5
families’ favourite destinations, main reasons for this has been the amaz- million Britons who visited the country
according to the latest survey con- ing welcome and facilities that Spain and between January and August 2010, an
ducted by The ABTA Travel Associa- its people offer to families. All of the coun- upswing of nearly 9%, according to data
tion, to the point in which it even sur-
passes UK destinations in a year in which
conflicts and natural disasters in other Spain as a whole has gained market share for the
parts of the world have made travellers first time in five years, precisely in a year in which the
think twice before choosing their holiday British have reined in their trips abroad
destination.
As the Association revealed at The
Travel Convention held in Palma de Mal- tries in the top 10 deserve our thanks and from the Spanish Institute of Tourism
lorca in early October, one in five consum- congratulations for the incredible holidays Studies. This figure includes package
ers voted for Spain as the most welcoming they have provided to British families for tour customers as well as individual tour-
destination and it was especially popular many years and will continue to for many ists. In August, the most popular summer
among the 35 to 44-year-old age group. more years to come.” month, the British source market account-
Mark Tanzer, ABTA Chief Executive The Spanish Tourism Office in Lon- ed for 23.7% of all arrivals.
said: “For many years Spain has been our don points out that, compared with the At the height of August, the British
6 Special WTM · November 2011

7. A Taste of Spain to tour the country once again
Very nearby,
in 2012 as well
S
pain is determined to remain a part of Britons’ dreams and
aims to keep reaching out to them on the streets. With an
eye on 2012, Turespaña’s promotional actions for the end
public will continue to increase their share within all actions and
also serve as a pleasant meeting point with the sector press and
tour operators. Once again, the most important action of this type
will be “A Taste of Spain” in Regent Street, although, as in 2011,
plans are in place to develop another two or three presentations
outside London during the year.
Music, theatre, sports, gastronomy, folklore ... this spring, a
sample of the highpoints of Spain’s latest tourist offering not
only paraded through the streets of the British capital, but also
brought traffic in the prestigious shopping street to a halt once
again for a weekend. “A Taste of Spain” also travelled to Liver-
pool, Leeds and Edinburgh, in the last case in the middle of July
to encourage procrastinators to book their holidays.
Although the size of Turespaña’s stand at the 2011 World
Travel Market has been reduced to adapt to the economic situa-
tion, Spain will be attending the same number of fairs in the UK
this year. It will once again be represented at the Holiday World
Belfast in Northern Ireland, and because of its specialisation in
highly demand products in these markets, it will also be pre-
sent at the Boat Caravan and Outdoor Show, the Hampton Court
Flower Show and the Birdwatching Fair.
The organisation also manages its online marketing in colla- Overview of Regent Street, which hosted the festival
boration with product clubs and through agreements with tour “A Taste of Spain” in early June.
operators; each year they are treated to a display of Spanish
destinations’ superb attributes for hosting corporate events, in as Iberia and Paradores de Turismo. Furthermore, approxima-
order to give them a first-hand taste. tely 30 other Spanish companies and institutions are attending
A total of 20 entities are participating in Turespaña’s stand as the London show with their own stands, as are the Autonomous
tourist promotion agencies in this 2011 edition of the WTM, in- Communities of Andalusia, Catalonia, the Canary Islands, Balea-
cluding public bodies - such as the Agencia Catalan de Turisme, ric Islands, Valencia and Tenerife and Gran Canaria, as well as
Bilbao Turismo and La Rioja Turismo - and businesses – such the city of Malaga.
source market claimed five consecutive a hotel. Homelidays explained, “the interest Bar-
months of growth over the previous year’s The specialised firm Homelidays re- celona sparks among the British public
figures, indicating that this is not an iso- ports that there was strong momentum was decisive, since requests for informa-
lated event, but rather a steady recovery. in the demand for holiday rentals in Spain tion for holiday apartments among British
This is joined by the upturn in package last summer; the number of requests for tourists rose 79% compared with Septem-
tours, a product in which Spanish tourism
has also proven to be the undisputed lead-
er over the years, thanks to its top quality Good flight connections, safety and hospitable
and moderate prices. treatment are among Britons’ priorities for choosing a
destination and Spain more than measures up
A second home
The many Britons who own a sec-
ond home in Spain, many of whom have information remained steady at 70% high- ber of the preceding year”. It’s no surprise
moved there almost permanently to enjoy er than in 2010. that the capital of Catalonia experienced a
the pleasant climate, are being joined by Furthermore, during the month of Sep- record summer, with its unique cultural,
more and more people each year who tember, Barcelona and Madrid were shopping and leisure offerings attracting
opt for a holiday rental so as to enjoy a among the ten most popular cities in Eu- 16% more tourists in July.
tailor-made, completely flexible stay that rope, occupying third and seventh place
is different from the kind experienced in respectively. In this global position, as Ángeles Vargas
Special WTM · November 2011 7

8. New hotel attractions for
British guests
Overnight stays by this origin market in Spain rose 6.5% in August
British tourists’
importance to
Spanish hotel firms
is undisputed. The
number of travellers
from the United
Kingdom is growing,
while our hotel
industry is being
overhauled to be
able to meet their
H10 Hotels has undertaken major reforms in two of its hotels in Tenerife: the H10 Big Sur
demands. (pictured) and H10 Conquistador.
Developments in the Spanish has begun to market the latter and the Bar-
T
he British market, Spain’s second- hotel industry celó Jandia Club Premium as adults only.
largest origin market after Germany, In recent months, Spanish chains have The main changes this year in Husa Ho-
enjoyed an annual increase of 6.5% been presenting a series of innovations to tels (a chain in which the British account
in August 2011, according to recent data appeal to British tourists. for 10% of international overnight stays) are
published by Spain’s National Statistics In- For Meliá Hotels International, a chain the additions of the Gran Hotel España in
stitute. Travellers from the United Kingdom that has presented its new corporate brand Oviedo; Husa Valdecañas, located on a
were responsible for 5,815,948 overnight this year, Britain is its leading international private island just an hour and half from Ma-
stays during the month, a figure that repre- origin country and accounts for 13% of all drid; Husa Masia Beach, half an hour from
sents 23.9% of the total 41,513,116 nights stays in its hotels. As a new feature, the Barcelona; and Husa Vall de Nuria.
spent by travellers from abroad. chain kicked off the year with a new es- As for Iberostar - where 20% of its ho-
Given these data, there is no doubt about tablishment in Valencia; the Meliá Valen- tel reservations in Spain come from the
the relevance of this clientele for Spanish cia Congress Hall (formerly managed by United Kingdom - in addition to inaugurat-
firms. However, it has a number of peculiari- Hilton). But above all, as a lure for English ing the new Iberostar Málaga Playa, it has
ties that must be catered to. tourists, it is supporting the new reposition- reopened two completely renovated hotels:
According to José Luis Zoreda, Execu- ing project being developed in Magaluf, the Iberostar Marbella Coral Beach and
tive Vice-President of Exceltur, Britain is Mallorca through the creation of the new Iberostar Grand Hotel Mencey.
now a capital market for Spanish hotels, Sol Calviá Resort, which brings together Meanwhile, H10 Hotels has repurchased
but efforts must be made to reposition several of the hotels operated by the chain the H10 Taburiente and H10 Costa Salinas
them for segments of the clientele with in the area. (La Palma) hotels this year. It has also made
more economic and perceived value, so In NH’s case, there are four notewor- other major purchases such as the H10 Lido
they can distance themselves from the thy recent inaugurations: NH Girona, 8% in Mallorca and H10 Casanova in Barce-
growing, ferocious competition in the low- of whose guests have been British since it lona. And it has reopened two of its hotels
est segments, in which emerging countries opened in October 2010, NH Palacio de in Tenerife after major reform work: the H10
have a competitive advantage in prices and Tepa, with 6.36% of its guests British tour- Conquistador and H10 Big Sur.
cost that Spain does not. The great chal- ists, NH Campo Cartagena, where the Best Hotels also features a new hotel in its
lenge facing Spain is repositioning its prod- influx of British tourists has accounted for portfolio: the Best Semiramis, a 5-star hotel
uct range to be able to compete in value 1.64% of all bookings and NH Algeciras with 298 rooms on the island of Tenerife.
added rather than price. Suites, which has had a very limited influx of Fiesta Hotel Group highlights that the
Zoreda explains that by destination, Eng- British tourists – 1% of all bookings – since it launch of the Ushuaïa Ibiza Beach Hotel
lish tourism’s greatest weight falls on the just opened four months ago. has revolutionised the British market, which
two archipelagos and Mediterranean desti- Barceló Hotels & Resorts has under- accounted for 65% of all overnight stays at
nations such as Benidorm and some of An- taken reforms in hotels such as the Barceló the hotel this summer.
dalusia. And by type, 3- and 4-star hotels Castillo Beach in Fuerteventura and the
are the most popular. Barceló Illetas Albatros in Mallorca and Paula Pielfort Asquerino
8 Special WTM · November 2011

9. In search of a European regulation
Spanish hotels are pursuing a harmonised
classification system
Estonia, Latvia and Sweden, which rep-
The current hotel classification system is resent a market of 150 million inhabit-
not without its critics today because of the ants. And Spain is expected to join soon to
achieve a uniform European and Spanish
disparities that exist in regional regulations. system, without each region losing its dis-
However, the Spanish Confederation of Hotels tinctive character in the process.
and Tourist Accommodations (CEHAT) is In this sense, Ramón Estalella, Secre-
tary General of the CEHAT, said: “We will
taking steps to ensure that Spain can count continue to try to convince legislators of the
on a harmonised system adapted to the desirability of not creating different systems
in the belief that this would do justice to
requirements of twenty-first-century guests. regional particularities, as we defend differ-
R
egulatory dispersion can create regulation for all the regions that follow the entiation within harmonisation to optimise
uncertainty and confusion among guidelines for the European Hotelstars Un- resources and allow this industry - our
consumers. Therefore, the CEHAT ion system. Eleven countries have already country’s leading industry - to adapt to new
is promoting an initiative that aims to unify joined the system: Luxembourg, Germa- times and new customer needs.”
criteria, offer entrepreneurs rules to ad- ny, Switzerland, Netherlands, Austria, The proposed new model is governed
here to and develop a single classification Czech Republic, Hungary, Lithuania, by points; thus, a hotel can achieve the
Special WTM · November 2011 9

10. highest rating without having services that is mandatory in rooms. In addition, hotels
could now be considered essential, such must display a standard plaque with their
as a restaurant, if the establishment earns category in the main entrance.
points by offering other services, such as a As for star ratings, there are minimum
wide array of newspapers and Wifi in all its requirements for each category. For the
facilities, etc.. first star, double rooms must measure 12
In order to analyse the developments m2 and individual ones 7 m2; the bathroom
and progress that has been made in har- must measure 3.5 m2 and there must be
monising hotel classifications, the CEHAT heating and a lift. For the second star,
met last September with representatives of double rooms must measure 14 m2 and
the European Hotel Industry Association provide an in-room telephone and safety
(HOTREC), the first time that Hotrec Presi- deposit box. The third star is achieved by
dent Ken Nÿstrom and General Secretary adding one more metre to the rooms and
Ana Torres have met in Madrid with the half a metre to the bathroom as well as air
employers’ association. conditioning in public areas and the bar.
Four-star double rooms must measure 16
Current requirements by m2 and single rooms 9 m2 and they must
category also have individually-controlled air con-
Although, as mentioned above, there is ditioning. Finally, double rooms in 5-star
no national hotel classification system so establishments must measure 17 m2 and
far, there are several common points, e.g., single rooms 10 metres at the least. The
a number of general technical require- bathroom must measure 5 m2 or more and
ments on fire prevention and soundproof- there must be a safety deposit box inside
ing systems in all facilities. The maximum the room.
prices for services must be posted at re-
The current hotel classification system
ception and a price list for extra services Paula Pielfort Asquerino must be modified.
PR Fuerte Hoteles, a family firm that is
pioneering responsible tourism
in the hotel. “Our customers feel at home,” ral landscape of Río Piedras, reminiscent of
Fuerte Hoteles affirm. Doñana Park, which is nearby.
The concern for the environment and a For mountain, hiking and nature lovers,
family atmosphere that characterises the Fuerte Grazalema lies in the natural land-
chain has been developing since it opened scape of Sierra de Grazalema, a natural
its first hotel, Fuerte Marbella, more than 50 paradise four kilometres from one of Anda-
years ago (in 1957) and has extended to the lusia’s most charming whitewashed towns.
six establishments that make up its portfolio, Fuerte Hoteles also has two apartment
F
uerte Hotels, Grupo El Fuerte’s hotel all of which are in enviable settings. resorts: Apartamentos Fuerte Calaceite, de-
division, is a family firm that has been The 4-star Fuerte Marbella Hotel, located signed to enjoy the best views of the Costa
committed to responsible tourism since two minutes from the historic centre and the del Sol between Nerja and Torrox, a village
it was founded. In fact, all its hotels assume beachfront, takes luxury straight to the heart recognised for having the best climate in
sustainability as a guiding principle and in- of Marbella. Europe, and Apartamentos Fuerte Estepona.
corporate new management systems to en- Fuerte Miramar Spa is a cosy beach hotel This is the offer of a chain whose motto
sure a minimal impact on the environment. located seven kilometres from Puerto Banus can be summed up in just one phrase: “Car-
Through their ecological footprint, they con- that features the magnificent Miramar Spa & ing for people and the environment”.
trol the amount of CO2 that their operations Beauty Centre.
release into the atmosphere and also en- The unique Andalusian style of Hotel Fuerte Hoteles
sure the promotion of the local culture and Fuerte Conil - Costa de la Luz Spa, located Avda el Fuerte s/n, CP 29602 Marbella,
economy. on La Fontanilla Beach, stands out in this Málaga (Spain)
Proximity to guests is another value of charming fishing village. Tel:+34 952 920 028
this company, which offers guests friendly Andalusian aesthetics also envelop the reservas@fuertehoteles.com
treatment that makes them feel comfortable Fuerte El Rompido Spa Hotel, set in the natu- www.fuertehoteles.com
10 Special WTM · November 2011

11. Gran Meliá Colón | Seville. Spain
Visit us S TA N D E M 1 4 0 0
T U R E S PA Ñ A
Meliá Zanzibar | Tanzania
M E L I Á | G R A N M E L I Á | M E B Y M E L I Á | PA R A D I S U S | I N N S I D E B Y M E L I Á
T RY P B Y W Y N D H A M | S O L H OT E L S | C L U B M E L I Á + 8 0 0 7 6 5 6 3 5 4 2 · M E L I A . C O M
O R AT YO U R T R AV E L AG E N C Y
M E L I Á | G R A N M E L I Á | M E B Y M E L I Á | PA R A D I S U S | I N N S I D E B Y M E L I Á
T RY P B Y W Y N D H A M | S O L H OT E L S | C L U B M E L I Á + 8 0 0 7 6 5 6 3 5 4 2 · M E L I A . C O M
O R AT YO U R T R AV E L AG E N C Y

12. PR The HM Martinique aparthotel,
which is owned by HM Hotels,
among Magalluf’s top five
ments, which are distributed in a five-
storey area, each have one bedroom with
two single beds, a lounge with two sofa-
beds and a balcony and surround a central
zone with a heated indoor pool as well as
facilities for sports such as soccer, tennis,
paddleball and mini-golf. Five of the apart-
ments are especially equipped for people
with disabilities.
The HM Martinique aparthotel, located on
Magalluf Beach in Mallorca, will celebrate its
first 25 years in 2012. And it will be doing
so completely rejuvenated after two years of
renovations that included all the guestrooms,
the kitchen and the main bar.
D
uring the 2011 season, Tripadvi- Five minutes from the beach
sor, the travel website, rated the In addition to its comfort, the friendly
HM Martinique aparthotel in the HM treatment of its employees and location in
Hotels chain one of the top five hotels in the town’s most convivial, fun-filled zone,
Magalluf, a merited honour for this estab- this hotel has the advantage of being just
lishment, which has become one of the a five-minute walk from one of the finest
most popular hotels on Magalluf Beach on and most popular beaches in Mallorca:
the island of Mallorca since it opened its Magalluf beach.
doors in 1987. An itinerary with the added incentive
Originally a block of tourist apartments of crossing the town’s commercial boul-
located in the heart of Magalluf just 200 tal of 90% of the HM Martinique’s guests evard, where restaurants, shops, bars,
metres from the beach, the hotel was are British, “although the British market cafés, and souvenir shops are located, not
renovated between 2009 and 2010. Af- falls slightly in summer. However, the ho- to mention the flagship nightclub BCM.
ter the reform, it went from being flats for tel is sought after by tourists from other The hotel is also a hit with families
tourists to a three-star aparthotel with 212 countries, above all Italy and Russia,” say and has the added allure of being near
apartments. sources from the establishment, who note two amusement parks par excellence:
Situated in the main tourist area of Ma- that the HM Martinique is open from April Western Park and Marineland water park,
galluf surrounded by the best and most to October, with an average occupancy of which features a seal and dolphin show.
emblematic nightclubs, bars and res- 85%. Guests can choose accommoda- Magalluf, a quintessential tourist area
taurants in this town, the HM Martinique tions only or the all-inclusive mode. 15 kilometres from Palma de Mallorca’s
mainly attracts a young crowd who like to city centre, boasts approximately 200 es-
enjoy the nearby beach during the day and Apartments with views tablishments, among bars, restaurants,
revel to the utmost in the nightlife. A to- The spacious HM Martinique apart- shops and nightclubs.
12 Special WTM · November 2011

14. More flight options with ten new routes
Spain, closer this winter
New flight connections from Manchester, Glasgow, Bristol, Edinburgh, Gatwick and Stansted
ing the capacity of its operations between
eight British airports and 11 Spanish des-
tinations by 26%. Next year, the airline
will be launching the Edinburgh-Alicante,
Manchester-Barcelona and Leeds-Gran
Canaria routes and will also add more
flights from Glasgow to Barcelona, Ibiza,
Lanzarote, Malaga and Murcia, as well as
from East Midlands to Malaga and Murcia.
The first of these flights will begin oper-
ating on the new summer schedule on
March 29 and the rest will gradually be
incorporated until May 18.
The high speed rail connects Madrid and Valencia in just over an hour and a half. ©Renfe.
High speed trains continue to
The winter season has arrived with ten new bring destinations closer
Travelling between the UK and Spain has
flight routes between the UK and Spain to make also been improved by new internal con-
it easier for British tourists to reach Barcelona, nections that make travelling within the lat-
Madrid, Bilbao, Malaga, Murcia, Tenerife and ter country easier, such as the high-speed
railway that has been connecting Madrid
Gerona. Flights to these seven cities from London, and Valencia in just over an hour and a half
Manchester, Glasgow, Bristol and Edinburgh are since last December, thus tripling the exist-
ing mobility with Alaris trains. In fact, this
already available. The new line-up also includes has become the favourite mode of transport
more frequent flights from London’s airports to in this corridor and has captured 83% of
Madrid, Barcelona, Malaga and Alicante. all travellers. According to the latest esti-
mates, the high speed train has replaced
55% of all flights between the two capitals,
M
anchester stars in many of these 2012. In all, up to 15 daily flights each as well as 25% and 5% of all car and bus
new routes. In fact, between its way, eight operated by the Spanish airline trips, respectively.
winter and summer schedules, and the rest in code share with British Air- On certain days, the Madrid-Valencia
Ryanair will be adding 20 destinations, six ways. The British will also be maintaining AVE has transported more than 7,000 pas-
of which are in Spain, to its operations. For nine flights a day to Barcelona this winter, sengers; it allows visitors to either of these
the time being, only the flights to Gerona in addition to one flight a day from Gatwick two cities to enjoy a getaway to the other
and Malaga are up and running, so tourists to Malaga and four flights a week from the destination. The service is also charac-
will have to wait until March to fly to Reus, City of London. terised by its high punctuality rate: 98%.
Ibiza, Murcia and Valencia. Before that, Monarch Airlines will also be debuting Not surprisingly, the company maintains a
starting December 1, the London Stansted- 11 new weekly flights from London Gat- commitment to its customers to return 50%
Barcelona line will be launched. wick to the city of Gaudí and Easyjet‘s of the ticket price if there is a delay of 15 to
In turn, Easyjet will be inaugurating sixth flight a day on this same route, which 30 minutes and 100% if the delay is over
three weekly flights this winter from Man- connects the two capitals with ten flights half an hour.
chester to Bilbao and one more to Madrid, a day. It is also operating four flights a Furthermore, by modal substitution, the
in addition to two flights a week on the week from Gatwick to Seville and from high speed line will save more than 90,000
Bristol-Murcia route, which will be seven in March 28 on, there will be two flights to tonnes of CO2 and close to 30,000 equiva-
summer, and two others on the Edinburgh Fuerteventura. In its summer schedule as lent tonnes of oil in energy consumption
–Tenerife route. of May 1, it will also be inaugurating four this year. The consumption of approxi-
Manchester is also listed on Iberia Re- flights a week on the London Southend- mately 4.52 kilograms of carbon dioxide
gional Air Nostrum‘s roster with a daily Palma de Mallorca route. emissions during the AVE’s operations
flight to Madrid, which joins two weekly contrasts with an airplane’s 36.70 kg and a
flights from Glasgow. Iberia will be ex- Summer 2012 car’s 31.10 kg.
panding its service from London to the The possibilities for summer multiply at
Spanish capital with 10% more seats in the hand of Jet2.com, which will be boost- Vivi Hinojosa
14 Special WTM · November 2011

15. Luabay Hotels & Leisure, a hotel division PR
where the priority is on well-being and
the client experience
chosen by users as the eighth best hotel in
Europe to relax in, and the second in Spain.
Among the wide range of hotels in the
chain, some are suitable for families whilst
others are aimed at couples.
S
ince its launch in 2008, with the open- value. In the words of Miguel Sierra, Direc- Service tailored to individual
ing of its first hotel in Tenerife, Luabay tor General of the chain, “Luabay’s expan- requirements for every guest
Hotels & Leisure, a hotel division of sion centres on the best beach resorts and Luabay’s slogan is “Hotels & Leisure”, so
Orizonia, has experienced continued strong our forecasts include increasing our offer- the service centres around ensuring that the
growth. In the second half of 2011 it ac- ing by setting up on other islands such as guests enjoy a time of authentic well-being,
quired two new Luabay four-star hotels in Fuerteventura”. without forgetting leisure and entertainment
the Canary Islands: Luabay Lanzarote Beach based on unique and unforgettable experi-
in Lanzarote and the Luabay Costa Adeje in Hotels for an unforgettable ences. The chain’s cuisine plays a principal
Tenerife. It has also added four facilities in stay role in the way of understanding the service,
Mallorca (Balearic Islands) that have under- The hotel group comprises Luabay Ten- so the utmost care is taken and the high-
gone complete renovation. Luabay currently erife, Luabay Lanzarote Beach, Luabay est quality controls are followed. An added
has 11 establishments in Spain, located in Costa los Gigantes, Luabay Costa Adeje, bonus is the themed restaurants that work
two of the major holiday destinations: the Luabay La Cala, Luabay Marivent, Luabay with national and international produce and
Canary and Balearic Islands. Costa Palma, Luabay Galatzó, Hotel Alea, live cooking to the delight of diners.
This development is due to its strong Florida Apartments and Florida Apartments For those customers looking for complete
commitment to providing the customer Plaza. The hotel Luabay Costa los Gigantes relaxation, Luabay has created the baySpa
with the most refined services, tailored to received a Traveller’s Choice 2010 award that incorporates the latest technology for
individual requirements, at the best market in the “Relaxation and Spa” category, being relaxation, beauty and health. Guests that
wish may receive different treatments at the
hands of a team of experts who will help you
to relieve stress and forget your worries.
Customers who desire greater attention
and exclusivity can enjoy a range of added
benefits “Splendit Service” such as the best
rooms, the most unique and distinct spaces
as well as a greater and better use of the
facilities.
Finally, Luabay recently launched its
website, www.luabay.com as an applica-
tion for iPhones and Androids.
Special WTM · November 2011 15

16. Spanish Airline Celebrates 65th Anniversary of its First Transatlantic Flight
PR
Iberia, the best choice between
Europe and Latin America
By Sofía Arias
Business Plus seats available on Iberia’s long-haul flights.
On September 22, 1946, Iberia made history, don in the United Kingdom, and another
13 cities in Africa and the Middle East with
becoming the first airline to fly from Europe to its network of destinations in the Ameri-
South America since World War II. After 36 cas. More than three million people make
the crossing each year with Iberia, making
hours, including stops in the Western Sahara it undisputed market leader with a 20%
and two stops in Brazil, the Spanish airline’s DC4 general market share and a 23% share in
landed in Morón airport outside the capital of business class.
Argentina. Regular weekly flights between Madrid Undergoing
and Buenos Aires began on October 15. Since Constant
Renewal
then Iberia hasn’t stopped growing, and today it Under its 150
is the leading airline on routes connecting Europe million euro
with Latin America, both in the number of flights Quality Up-
grade program
and the number of destinations. launched in
February 2009,
O
n October 15, 1946 Buenos Aires two flights each day to Buenos Aires and Iberia continued
became Iberia’s first long-haul São Paulo. It is the only European carrier to improve its
destination, and it was soon joined with services to Guatemala, Montevideo customer services
by Havana, Caracas, San Juan de Puerto in Uruguay and El Salvador. Thanks to its in 2011. That pro-
Rico, Mexico City and Rio de Janeiro. To- hub in Terminal 4 at Madrid Barajas air-
day Iberia operates 258 flights each week port, Iberia connects 38 European cities, One of the dishes
to a total of 19 cities in Latin America, with including Glasgow, Manchester and Lon- served in Business Pluss.
16 Special WTM · November 2011

17. gramme included the enhancement to the
Business Plus seating class on long-haul
flights, such as those to Latin America.
Now all Business Plus seats unfold into
totally flat beds, and the distance be-
tween rows has been widened from 152
cm to 183 cm. In 2009, renovations be-
gan of Iberia’s VIP lounges, including the
Velázquez, Dalí, and Goya lounges in Ma-
drid’s Terminal 4.
While in 2010 Iberia starring innova-
tion was the launch of the new Business
Club class on flights to Cairo, Lagos, Mal-
abo, Moscow, and Tel Aviv, the highlights
of 2011 were the refurbishing of the VIP
lounges in Paris Orly, Miami, and Santo Do-
mingo. In March, Iberia opened a new 600
sq.m lounge for its business passengers in
Mexico City, with capacity for 85 people.
Iberia VIP lounge at the airport of Mexico City.
The gastronomical innovation of 2011
was the hiring of Spanish master chefs
Paco Roncero, Ramón Freixa, Toño Pé- on its long haul flights, which will be fully
rez and Dani García –with eight Michelin operational in about a year.
stars among them-- to redesign the com- By then, Iberia expects to have taken
pany’s in-flight meal service, adapting it delivery of its first Airbus A330-300s, as
ROUTE NUMBER OF RETURN FLIGHTS
Madrid – Buenos Aires Two daily flights
Madrid – São Paulo Two daily flights
Madrid – Bogota Twelve flights a week
Madrid- Mexico City Eleven flights a week
Madrid- Lima Nine flights a week
Madrid- Caracas One daily flight
Madrid – Havana One daily flight
Madrid – Rio de Janeiro One daily flight
Madrid- Quito- Guayaquil-Madrid One daily flight
Madrid- Santiago, Chile One daily flight
Madrid- San Jose, Costa Rica One flight a day
Madrid – Montevideo Six flights a week
Madrid – Santo Domingo Six flights a week
Madrid-Guatemala-San Salvador-Madrid Four flights a week
Madrid- Panama City Four flights a week
Madrid - Cordoba Three flights a week
Madrid – San Juan, Puerto Rico Three flights a week
Barcelona – São Paulo Two flights a week
Iberia operates 258 flights to 19 Latin American
cities, connecting them to 38 European destinations
and another 13 in Africa and the Middle East
to the demands of today’s customers. The announced last March. The wide-bodied
change, which has already taken place in aircraft will consume some 15% less fuel The new team of chefs responsible for
Iberia’s new meal service.
Business Plus on long-haul flights, is be- than the aircraft it will replace.
ing introduced gradually, and brings more The merger of Iberia with British Air-
variety to the menu, while remaining faith- ways at the beginning of the year with the
ful to Iberia’s commitment to healthy and forming of the International Airlines Group
tasty Mediterranean cuisine. (IAG) holding unit is expected to strength-
IBERIA
Meanwhile, Iberia is now making addi- en both airlines on North and South Atlan- www.iberia.com
tional improvements to all seating classes tic routes, their “natural” markets.
Special WTM · November 2011 17

18. With its privileged climate, the archipelago is the ideal place to enjoy the outdoors and
CI offers good value
The Canary Islands, a paradise
of nature with much more than
sun and sand
T
he Canary Islands, a volcanic archi-
pelago world famous for its beautiful
beaches, are much more than a des-
tination where you can enjoy over 1,500
kilometres of coastline. The mild, spring-
like climate, with an average temperature
of 22º Celsius all year round (71.6ºF), is
an enticement to visit its 500 beaches
with their varied landscapes and to enjoy
them either alone, as a couple or with the
family, yet there are many other outdoor
options on top of that.
La Gomera, Gran Canaria, Fuerteven-
tura, Lanzarote, El Hierro, La Palma and
Tenerife are considered some of the
world’s most interesting volcanic regions
and blend seascapes with the splendour
of their cliffs and mountains, which in-
clude Teide, the highest peak in Spain at
3,718 metres.
The islands are also one of the most Hikers are captivated by Canary landscapes, such as this one in the northern zone of La
biodiverse regions in the world, with 40% Gomera. Photo: Promotur Canarias.
of the territory falling within 146 protected
nature areas that include four national the many different levels of difficulty of- parents and the family’s youngest mem-
parks, five biosphere reserves, two natural fered, up to trekking and high-altitude hik- bers to enjoy together or separately, with
heritage sites and three marine reserves; ing. Without a doubt, one of the best ways schools for windsurfing, surfing, golf, div-
experts consider the Canaries one of the to approach the landscape and enjoy it to ing and climbing adapted to age.
best places in the world to observe the the utmost. Besides entertainment for all ages,
universe, thanks to the quality of the skies, Another option is a ride on a camel, an there is a broad offering specifically for
which are also protected as well. animal that has present in the islands since children, young people and family groups
In addition to the gifts that nature has the fifteenth century and has survived to that ranges from visiting volcanoes and
blessed the Canaries with, the islands this day through tame, trained specimens caves to walking along trails in prehistoric
have a fully articulated offering linked to who carefully take their riders for a stroll. forests, sailing with dolphins and whales,
those qualities; they bring their experience The most daring visitors and mountain adventures in theme parks alongside ex-
as an established tourist destination, of- lovers can opt for caving and delving into otic animals and enjoying water sports.
fer a wide variety of leisure services and the bowels of the earth to appreciate the
activities and a professional accommoda- Canary caves and stalactites. Depending Golf destination
tions offering to suit all budgets. All in a on the expertise and experience, there is The Atlantic archipelago is an estab-
safe destination. an option for cave climbing, jumping from lished golf destination. Canary Islands
mountain to mountain or descents into courses have been designed by renowned
Natural splendour valleys and ravines. professionals in the game who have deftly
With roads, paths and trails that prom- Other recommended activities are pre- proposed appealing courses that are a
ise relaxation and escape, the Canary Is- cisely climbing and canyoning among the challenge for experienced players and are
lands are the ideal place for hiking and for mountains, rocks and ravines. combined with easy layouts for beginners.
breathing and experiencing the islands’ Tenerife, where the green tones of
history and culture up close. There are no Also for the family the greens stand out against the Teide
limits to hiking in the Canary Islands and The islands’ activities and entertain- and the ocean, is known as one of the
the whole family is welcome because of ment programmes offer activities for world’s best golf destinations lf. It is
18 Special WTM · November 2011

19. home to nine golf courses: Golf Abama Golf de Las Palmas, which stands next to The sea on your
in Playa San Juan, Guía de Isora, created the crater of an ancient volcano. In con-
by Dave Thomas; Amarilla Golf, designed trast, Cortijo Club de Campo, one of the
mobile phone
by the seaside by landscape designer longest courses in Spain, is set in a cen- Thanks to the Canary Islands, anyo-
Donald Steel; Buenavista Golf, designed tenary palm grove just six kilometres from ne interested in water sports now has
by Severiano Ballesteros and located on the city of Las Palmas de Gran Canaria. access to a new free tool: an iPhone
spectacular cliffs in the Teno Rural Park; Maspalomas Golf Club, in the south of and iPad app available through the
Centro de Golf Los Palos, whose course the island, one of the places with the most Apple Store platform that provides
is a veritable garden of lush and colour- hours of sunshine a year in the world, is information on surfing, windsurfing,
ful vegetation; Golf del Sur, designed by ringed by a protected nature dune park diving, sailing and fishing in English
Pepe Gancedo, as was Golf Costa Adeje, of more than 400 hectares, a feature that and Spanish. Water Sports Experience
with its astonishing adaptation to the envi- has distinguished the course design cre- can be downloaded from a link on the
website itself at www.canarias.es
environment. Currently they also have the
largest practice area in Canary Islands,
one mile long, now open to play. The
Arizona style of Anfi Tauro Golf Arizona
extends over 650,000 square metres. In
turn, the 9-hole, par-27 Anfi Tauro, which
opened in 2001, occupies an area of
45,000 square metres.
The 18-hole, par-71 Meloneras Golf
Course, located along the bay of the same
name, has 9 holes with mountain views
and 9 others overlooking the sea. The 18-
hole, par-3 Las Palmeras Golf Sport Urban
Resort, with holes up to 150 metres long,
has night lighting and practice tees as well
as a golf school.
In turn, Fuerteventura and Lanzarote
have a total of six golf courses that they
have been promoting together for two
Abama golf course, in Tenerife.
years as a brand whose name is syn-
onymous with strength: LanzaFuerte. The
two islands have joined forces to create a
joint golf product, taking advantage of the
ronment and respect for the ancient farm ated by Mackenzie Ross. barely 20 minutes that separates them by
terraces; Golf Las Américas in the heart of The two 18-hole courses of Salobre sea and highlighting the quality of being
Playa de Las Americas, one of the island’s Golf & Resort contrasts with their desert able to play on very different courses.
most popular southern resorts, which
stands out for its site; and Real Club de
Golf de Tenerife, founded in Taroconte in
1932, which is the second oldest club in
Spain and still retains a typically British air
of distinction. On the island of La Gomera
just 40 minutes away by ferry, landscape
designer Donald Steel has created Ten-
erife Tecina Golf, a spectacular 18-hole
course perched on a cliff.
Gran Canaria’s qualities as a golf des-
tination helped it become the first spot in
Spain to be chosen as the site for a course
120 years ago: the Real Club de Golf de
Las Palmas. Since then, the offering has
been expanded and updated and has also
been completed with hotel establishments
that specialise in this segment.
The island has a total of eight courses
within a radius of less than 50 kilometres,
starting with the oldest, the Real Club de Playa de la Francesa, Chinijo Archipelago Nature Park in La Graciosa, Lanzarote.
Special WTM · November 2011 19

20. The Canary Islands:
PR
CI
a winning, exotic destination
with European quality
The Canary archipelago attracts more and more tourists: arrivals have risen 20% in 2011
Volcano Nature Park, Lanzarote.
This year, the Canaries were the Spanish international tour operators were forced
to seek safer, alternative destinations for
destination with the most growth in tourist their clients. The logical choice was the
arrivals. For millions of travellers, the Canaries, the winter destination par excel-
archipelago is a trusted choice because of its lence in the minds of millions of central
and northern European tourists, an exotic
safe conditions and European quality standards, place with European quality standards at
as well as its renowned hotels and services. the same time.
The question is: Can the Spanish desti-
Airlines and tour operators have also added nations in general and the Canary Islands
more scheduled and charter flights between in particularly retain some of the tourists
the Canaries and their main source markets, so that were diverted by international tour
operators in 2011? Sebastián Escarrer,
travelling to the island is easier than ever. vice president of Meliá Hotels Interna-
tional and chairman of the Exceltur tour-
A
ccording to the official survey of and summer seasons had already dis- ism lobby, thinks so.
tourist movements at borders (Fron- played growth rates of 4.3% and 20.7% “If entrepreneurs and the public sector
tur), the number of inbound foreign respectively. do things right in 2011, as has been the
tourists to Spain rose by approximately 8% And at the FITUR tourism fair held in case, we may retain a portion of those cli-
over the January-August period of the pre- Madrid, also in January, Paulino Rivero, ents. And that is not only because of the
vious year. This growth was even stronger President of the Canary Islands, pointed experience we provide tourists, but also
in the Canary Islands, which reported out that occupancy figures for the islands because many tour operators have learned
gains of 20%. Several factors explain this had improved in 2011, thanks to renewed that, despite the lower margin Spain may
trend, including the Arab Spring, but the efforts in tourist areas. The archipelago provide them, the risk is also lower, be-
archipelago’s own ability to renovate its takes the tourism industry very seriously: cause if they must withdraw abruptly in
tourism offer and reach new market seg- it knows that it moves 30% of its econo- certain countries, it costs them a con-
ments are some of them. my. The government has also established siderable amount of money. That’s why I
In fact, the Canary Islands had been a series of airport rebates to improve the think we will retain part of the growth from
seeing a surge of tourism even before the Canary airports’ competitiveness and off- 2011”, said Sebastian Escarrer at a con-
events of the Arab Spring, which caused set the disadvantages arising from dis- ference last July.
a diversion of international tourist flows tance. The first available data, offered by the
to other destinations. In last January, for However, in any case, the revolts of the Spanish Tourist Office in London, confirm
example, slot reservations for the winter Arab Spring intensified in February and this trend. In the UK, e.g., sales of pack-
20 Special WTM · November 2011

21. served by at least 21 trips (one per week
during the winter season). And eight
of these new itineraries established by
Ryanair, Easyjet, Jet2 and Thomson-
fly depart from British airports. Another
significant example: the Russian tour
operator VKO, part of the TUI group, will
be introducing Gran Canaria as a holiday
destination in the Russian market with the
inauguration of the first weekly flights be-
tween Moscow’s Domodedovo airport and
the island, which is to be operated by the
Russian airline Vim Airlines this winter
with 220 seats per week.
In fact, thanks to an agreement with the
Spanish Government, a number of rebates
for airport charges have been established
for airlines that increase the number
of passengers, establish new routes or
schedule more flights. Operations on off-
Anaga Rural Park, Tenerife.
peak days or those in low demand will also
receive rebates so as to avoid airport con-
age tours to the Canary Islands for the 2011 to March 2012. gestion. The Canary Islands government
upcoming winter season have soared by Thus, in all, the islands will be receiving aims to make these rebates permanent.
17%. Thus, the Canary Islands has cap- 7.5 million arrivals from different airports. Better flight connections to the Canar-
tured 22% of the organised winter market The region will be connected with almost ies are reflected in Exceltur’s ranking of
share. It should be recalled that a total of 150 non-Canary destinations, including the tourism competitiveness of Spain’s
2.72 million British tourists travelled to 22 British ones this winter. And that is be- regions. According to the report, the Ca-
nary Islands has risen in the ranking and
is now among the top 5 Spanish regions in
The geopolitical circumstances of 2011 have provided terms of transport connections, along with
an opportunity to introduce the Canaries to tourists Madrid, Catalonia, the Basque Country
who had not considered holidays in the islands before and the Balearic Islands, even though the
Canary Islands are a four-hour flight from
Europe’s major source markets.
the Canary Islands (on direct international cause many airlines have scheduled more
flights) from January to September, a fig- flights with respect to the previous winter Renovation of the hotel
ure that represents an annual growth of season and also established new itinerar- industry
16.5%. ies to the islands. The on-going renovation of hotels and
As noted by the Canary Islands’ Depart- For example, there are more than one tourist areas is another feature of the Ca-
ment of Tourism, the diversion of tourists hundred new routes, considering routes nary tourism industry in recent years. A
in 2011 has provided an opportunity to tourism moratorium law went into effect
introduce the Canaries to travellers who in 2001, in order to promote the transfor-
had never considered a holiday on the mation of tourism to a more sustainable
islands before. In fact, “several surveys model, which meant limiting the growth of
were conducted in airport departure ar- beds.
eas” and these tourists had very positive “Although the different measures in the
impressions of their trips, even though the regulations, including the approval of the
Canaries had not been their first choice. Emergency Measures Act in 2009, did not
The intention to repeat is high,” explained solve the obsolescence problems of cer-
the same sources. tain Canary destinations at first, they have
managed to convince the private sector
Among the top 5 Spanish and moved from theory to practice at last,
regions with the best with the signing of various agreements to
connections rehabilitate public and private spaces,”
In 2011, airlines and tour operators according to sources from the islands’
increased the number of scheduled and Deputy Ministry.
charter flights between the Canaries and There are several noteworthy agree-
major source markets. Travelling to the ments in place to renovate infrastructure
island is easier than ever, as shown by the and hotels in Tías (Lanzarote), Teguise
reservations for slots in Canary airports (Lanzarote), Corralejo and Morrojable
this winter, which runs from November Vegueta, Gran Canaria. (Fuerteventura), Sur de Gran Canaria,
Special WTM · November 2011 21

22. Puerto Naos (La Palma) and Santiago del tourism products and take advantage of by Bayard, the international publishing
CI Teide (Tenerife). For example, the Puerto the islands’ unique opportunities. This is house. Thus, restaurants, tourism activi-
del Carmen Modernisation Plan (Tías, calculated to add value in an increasingly ties companies, hotels, self-catering-ho-
Lanzarote) represents an investment of saturated market. tels, beaches, nature parks and cultural
120 million euros and will affect a total of Four Product Clubs have been created heritage products participate in the Family
seven establishments, most of which will so far: Wellness Delight, Family Welcome, Welcome programme.
be refurbished or replaced by other uses. Water Sport Experience and Volcanic
Moreover, aside from the incentives and Experience. Companies associated with Wellness Delight: 71 establishments.
facilities the different regulations make these product clubs have corresponding By their very nature, the Canary Islands
possible, many entrepreneurs have reno- labels certifying the establishments’ high are a unique, exclusive wholesome space
vated their establishments, which high- levels of reliability, which is a guarantee in which to enjoy activities related to re-
lights the Canary Islands’ growing efforts for both end users and tour operators in- laxation, wellness, beauty and health.
to update and offer tourists an appealing
product. Furthermore, more and more
hotel establishments boast internationally
approved environmental quality seals.
In this sense, the data show that the
number of beds in hotels is gaining weight
at the cost of extra-hotel accommoda-
tions (apartments). Similarly, higher-end
beds are gaining a greater share of the
overall supply. For example, the number
of beds in four-star hotels and higher cat-
egory establishments accounted for 20%
of the total accommodation offer in 2000.
Ten years later, that percentage had ris-
en to 30%, equivalent to approximately
125,000 beds.
Reconversion of mature
destinations
In the coming years, the Canary Islands
will also be carrying out two pioneering
projects to overhaul mature tourist des- terested in marketing these new products Companies with potential for joining this
tinations, particularly in Maspalomas Currently, 717 establishments have programme are, among others, those that
(Gran Canaria south) and Puerto de la joined these product clubs. An explanation offer products and services related to wa-
Cruz (Tenerife North). Both projects are of what these four clubs consist in follows. ter, with or without a lodging component
supported by the Spanish Government (spas, thalassotherapy), tour operators
and in fact, only two destinations in Spain Volcanic Experience: 323 establish- and clinics that offer health and beauty
will benefit from similar plans: Playa de ments. This seal certifies the specialised products and services in conjunction with
Palma (Balearic Islands) and the western tourist services offering that includes: ru- tourist accommodations.
Costa del Sol (Andalusia). These four em- ral accommodations or those located in
blematic projects are part of the national natural or ecological environments; com- Water Sports Experience: 88 establish-
strategy entitled Spanish Tourism Plan panies specialising in adventure, active ments. The average age of the tourists in
Horizon 2020. or nature tourism; wine and dining estab- this segment is between 30 and 45 years
So far, we have created the Maspalo- lishments located in natural environments and they have high purchasing power. A
mas and Puerto de la Cruz rehabilitation and/or ecological settings; museums and total of 66% of them travel with their fami-
consortia, in which the central govern- interpretation centres for protected areas; lies and stay approximately 11 days. And
ment, regional government, councils and and associations and public entities that the Canary Islands are without a doubt a
municipalities involved are represented. manage protected areas. benchmark nautical destination in Spain:
The objective of these institutions is to the archipelago has 35 marinas, 7,226
renovate tourist areas, highlight the value Family Welcome: 235 establishments. moorings and 96 companies that offer
of the natural, cultural, historical, and The Canaries provide families with pro- activities such as: cruise sailing with con-
commercial resources in each area and posals that combine the beach with com- ditions typical of ocean sailing, light sail-
diversify the range of accommodations plementary activities such as sky-watch- ing, Latin sailing, windsurfing, surfing, kite
and entertainment. ing, boat tours, cultural tours, dining and surfing, game fishing, diving and whale
entertainment, etc.. This seal provides watching, etc..
Product Clubs guarantees and an offering that ranges
Yet, rehabilitation processes are not from leisure and relaxation for parents, Tour operators can find more direct ac-
enough. For a few years now, Turismo de including all kinds of ancillary services for cess to detailed information on the differ-
Canaria has been working on a complex families with children, to participating in ent products and services these four clubs
strategy of segmentation to differentiate an “edutainment” programme designed provide at www.canarias.es
22 Special WTM · November 2011

23. Tenerife looks to the future PR
The Island is updating its tourism strategy for the coming years and moving forward
with a destination revamp and new holiday products
of Arona, Adeje, Santiago del Teide and
Puerto de la Cruz and the hotel trade as-
sociation Ashotel.
Along with this, the island is constantly
searching for new tourism products that
will enrich your holiday and complement
the traditional sun and sand. A good ex-
ample is whale watching, where Tenerife
ranks as one of the most privileged places
in the world for observation, which can be
done 365 days a year. The draft for setting
up an interpretation centre for these sea
mammals or installing educational panels
at the ports where boat trip depart are just
two of the actions implemented to raise
the profile of this product.
T
enerife is looking to the future. La process which examines issues such as
Isla intends to stay at the top as one improving the destination, promotion and
of Britain’s favorite holiday destina- innovation whereby Tenerife has become
tions with over 1,400,000 Brits choos- a model for a close knit, productive public-
ing to spend their holidays on the island private collaboration,
in 2010. Within this framework, Tenerife The goal is to maintain Tenerife’s lead- The island has also chosen to enhance
is updating its Tourism Strategy for the ership and competitive edge as a holiday its volcanic assets and is currently work-
coming years, continuing its ongoing re- destination on the British market, among ing on the creation of five full themed
generation of the destination and boost- others, which saw a 10 per cent rise in tours so tourists and locals can enjoy and
ing or setting up new tourism products to UK visitors to the island in 2010 over the get to know in an entertaining way the
complement its sun and sand range. previous year. A trend that is being rein- landmarks that make Tenerife a volcanic
forced in 2011 - in the first eight months, paradise well worth discovering. Not only
the numbers increased by a further 10 per will it give added value to the volcanoes
cent compared to the same period in 2010. but it will also highlight the network of
To maintain British tourists’ confidence, viewpoints and other resources featured
Tenerife is committed to renewing the des- on the tours.
tination through the Regeneration Conven- These key elements, along with the is-
tion, which has invested in 65 million Euros land’s outstanding weather, nature, tradi-
into the Island in recent years in more than tions and gastronomy, put Tenerife in a
170 projects: improvements to beaches, magnificent position as a holiday destina-
promenades and gardens, improvements tion for UK visitors whose loyalty is shown
to roads used by large numbers of tourists, in the figures such as the high rate of re-
The major challenge facing the Island making motorway junctions more attractive peat visitors - around 80 per cent - and
now is adapting its Tourism Strategy on the highway and pilot studies into com- Tenerife will once again be the favorite
2008-2015 to the new economic and so- prehensive rehabilitation, among others. winter destination for Brits 2011-2012.
cial climate, as well as the new industry This Agreement is an initiative launched by
dynamics. The involvement and support Turismo de Tenerife with support from the
www.webtenerife.com
from the holiday trade is essential in a Tenerife Government, the district councils