SPAIN - Tourism
CEO, Arabella Hoteles e Inversiones
Bio
Francisco Vila is CEO of Arabella Hoteles e Inversiones.
The fundamental difference we have noticed at Arabella is that clients now seek experiences and memories that can last. In the past, people would ask, “Where have you been on vacation?” but now the question is, “What have you done during your vacation?” Naturally, the hotel product, including the restaurant, must meet the quality expectations of the clients. Every brand makes its promise, whether it is three, four, or five stars, but what really matters is what you do at the hotel and outside of it. It is important to create wonderful memories of your holiday stay. Mallorca is primarily a holiday destination, and experiences are the key. We have introduced an experiences book. One of the hotel’s strengths is that the concierges must have a deep understanding of what is happening on the island. Hence, we have created a list that we maintain both in a physical book and an updated online version. This ensures guests always know what they can do in Mallorca, what they can experience, as well as where to visit and where to walk, capturing the small details from guides but making them a genuine local experience, which is what people are seeking.
Our approach to sustainability aligns with quality tourism, aiming for year-round employment and a significant economic impact while fostering environmental stewardship and social inclusion. Our vision for Mallorca is to become a circular destination because no single entity, such as a hotel, can achieve circularity alone. Despite efforts like solar panels or onsite gardens, true self-sufficiency in energy and food requires partnerships. Circularity extends the lifespan of resources by reusing them rather than extracting, using, and disposing. It stimulates innovation, enhances staff pride, and boosts our reputation. Most importantly, it fosters partnerships, a key aspect of circularity where we collaborate across primary, secondary, tertiary, and quaternary sectors. Recently, we produced Mallorca’s first circular wine using organic remnants from our kitchens composted and sent to local vineyards. This certified circular wine, made with local grapes, not only enriches guest experiences, but also supports local agriculture and cultural sectors through collaborations with artists for label design. Our commitment extends to social responsibility. For three years, we have engaged in urban cleanup, and this year, we have expanded to Estancia Montaner, a 5,000sqm area. Here, we grow zero-kilometer products in collaboration with gardeners who have intellectual disabilities. This initiative exemplifies responsible tourism, creating positive impacts on the environment, economy, and social fabric of Mallorca.
Mallorca has become a significant tourist destination, hosting events like marathons, cycling races, ATP tennis tournaments, and golf championships. Two years ago, we decided to collaborate with the European Tour to attract high-level golf tourism, successfully hosting a men’s tournament in 2022 and a ladies’ tournament in 2023. These events enhance Mallorca’s reputation as a venue for top-tier sports events and benefit us by elevating our prestige, even though they require substantial investment. Additionally, Arabella Hospitality has a detailed expansion plan approved on January 1, 2024. We aim to grow in Germany, Switzerland, Austria, and within Spain, seeking opportunities to operate hotels through lease agreements or management contracts, with significant growth potential in the luxury and super-luxury segments. Expanding our golf operations is also a priority, but more complex, as our strategy involves integrating golf courses with our hotel properties rather than managing standalone facilities.
Mallorca is increasingly positioning itself as a destination for quality luxury experiences, with significant growth in the demand for five-star hotels and luxury accommodations, driven by major brands like St. Regis, where we were among the pioneers; however, recent reports of market saturation are concerning. This clientele seeks tranquility, peace, and easy access to amenities such as restaurants and hospitals, but maintaining these qualities amidst overcrowding and accessibility issues is challenging. My fear is that if not addressed, these problems could negatively impact the high-end tourism sector, which is crucial to our economy. As for Arabella, although modest with our three hotels and four golf courses, we will continue to elevate our standards, improve service quality year-round, and overcome internal challenges, like securing qualified personnel, to deliver exceptional experiences.
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