After different projects in Benidorm, from the hotel factory, we can affirm that Benidorm offers two very different sub-destinations. On the one hand, the traditional destination for sun and beach which we discussed in the last post, “Benidorm, the repositioning of a mature destination” and, on the other hand, there is the sub-destination located in the surroundings of the Terra Mitica thematic park. In this post we will discuss this new sub-destination that many did not know.

The area of the environment of the Terra Mítica thematik park is an area where you can see the skyline of Benidorm and, even, you can see the sea. In addition, the noise that can generate both theme park and the different resorts of the area is not a problem because of the considerable distance that separates them.

This sub-destination is composed by 4 big resorts: Grand Luxor, Magic Terra Natura, Barceló Asia Gardens and Meliá Villaitana. All of them are resorts of minimum 4 stars and have more than 300 rooms. They are different with each other and all have their own theme.

• Royal Hideway Asia Gardens: leaded by Barceló Hotels & Resorts, is a 5 stars Grand Luxury resort with an asian theme. It was the winner of the World Travel Awards of 2018 as the best hotel in Spain. It has a large number of MICE rooms, in which you can celebrate from car presentations to business lunches.

• Meliá Villaitana: operated by Meliá Hotels, the resort has an hotel of 4 stars and other of 5 stars (under the name The Level at Meliá Villaitana), the two of them have a mediterranean theme. The golf courses are one of its main attractions.

  

• Grand Luxor: resort which has a part 4 stars and 5 stars, both luxury and boasts direct access to the thematik park Terra Mitica. Opened in 2016, its numerous MICE rooms make this hotel one of the favourites to carry out events.

  

• Magic Terra Natura: a 4 star animal-themed resort formed by bungalows and with its own wildlife park that will delight the whole family. He has been awarded by TripAdvisor as one of the best hotels for families in the world and the best of Spain.

  

The customers of this sub-destination are families and couples of a medium-high purchasing power and, mainly, spanish. The customer of this sub-destination does not usually visit Benidorm, goes specifically to these hotels because the services offered by the resorts are everything they need during their stay. Thus, the hotels that belong to this area are considered destination hotels. The theming of the resorts is one of the key elements that make them own destinations (they take care of all the details: vegetation, sound, smell, decoration and gastronomy).

These resorts have facilities that allow them to retain their clients throughout the entire stay. These include: spa, areas to make exercise, several swimming pools, kids club, activities for adults, varied cuisine and guest experience.

Three of the four resorts bet strongly on MICE tourism, one of the main segments, especially in low season. As discussed in the previous post, Benidorm seeks to become a MICE destination, and these hotels are a key element to achieve this. Asia Gardens, Meliá Villaitana and Grand Luxor have each different rooms that allow them to accommodate more than 1,000 people and events of different types (dinners, car’s presentation, product launches, meetings, incentive trips…).

At the hotel factory we continuously analyze changes and trends occurring in the industry to advise our clients in repositioning and conceptualization projects. If you have any questions or wish to learn more about this new segment, please do not hesitate to contact us.