{"id":2880,"date":"2016-08-10T09:08:04","date_gmt":"2016-08-10T08:08:04","guid":{"rendered":"https:\/\/www.thehotelfactory.com\/en\/?post_type=post&#038;p=2880"},"modified":"2022-03-04T13:25:07","modified_gmt":"2022-03-04T13:25:07","slug":"playa-de-palma-a-mature-tourist-destination-in-full-repositioning-process","status":"publish","type":"post","link":"https:\/\/thehotelfactory.com\/en\/playa-de-palma-a-mature-tourist-destination-in-full-repositioning-process\/","title":{"rendered":"Playa de Palma: A mature tourist destination in full repositioning process"},"content":{"rendered":"\n<p style=\"text-align: justify;\"><em><span style=\"font-weight: 400;\">What are the strategies that are being developed in Playa de Palma to recover the destination? What effects will be obtained with this type of change?<\/span><\/em><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Playa de Palma, the pioneer destination of <strong>mass tourism in the 60\u2019s<\/strong>, has been suffering for years hangovers of its latest decades of glory. After its greatest years not as bright years followed and hoteliers, which beat them in terms of price and facilities. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Due to this situation and to an <strong>international thriving economic juncture<\/strong>, Playa de Palma initiated a rehabilitation <strong>plan of the whole destination<\/strong> based on two strategies: \u00a0<\/span><\/p>\n<p><strong><b><b>1.\u00a0<\/b><\/b>Repositioning of the hotel products<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><strong>Hotel refurbishments<\/strong> focused on a defined segment (For example: adults only) and <strong>repositioning of its product<\/strong>, oriented to the catchment of the target segment. As follows, an exhaustive internal and external analysis\u00a0has to be carried out, being aware of the compatibility of the segments with the hotel\u2019s actual clientele, including a benchmark of the best practices orientated to this segment and a designed conceptualization of the products that upholds the feasibility of the project. <\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Emergence of <strong>new 5* hotel products<\/strong>. Until 3 years ago, there was no 5* hotels in Playa de Palma.\u00a0<a href=\"https:\/\/www.puresaltgaronda.com\/\">Pure Salt Garonda<\/a>, by Mac Hotels, was the first to open followed by\u00a0<a href=\"https:\/\/www.iberostar.com\/hoteles\/mallorca\/iberostar-playa-de-palma\">Iberostar Playa de Palma<\/a>\u00a0which was converted into a 5* hotel. Tho more inaugurations are expected to take place in the next months: Llaut Palace and Hipotels Playa de Palma Palace.<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><strong>Hotel companies take positions<\/strong>:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" style=\"float: right; margin-left: 10px;\" src=\"https:\/\/www.thehotelfactory.com\/wp-content\/uploads\/2016\/08\/Chiringuito-300x300.jpg\" alt=\"chiringuito\" width=\"300\" height=\"300\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><strong>Enhancing their position:<\/strong> an example of this strategy is HM Hotels, that became the leading hotel company of the destination in terms of number of hotels, in 2015 they opened a hotel that is the most lifestyle of Playa de Palma, HM Balanguera Beach, and purchased Ayron Park, Kross and Dunas Blancas.<\/span><\/p>\n<\/li>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><strong>Disembarking in Playa de Palma:<\/strong> Hipotels opened its first two hotels in the destination (Hipotels Playa de Palma Palace 5* and Hipotels Gran Playa de Palma 4* sup.)<\/span><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong>Investment and rehabilitation of Playa de Palma\u2019s environment<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Opening of new <strong>complementary offer<\/strong> spots, such as the Enjoy International establishments, with leisure services available 365 days of the year and a thematization process of the 15 beach pubs with different styles such as \u201cchill out\u201d or \u201csurfer\u201d, transforming them into mediterranean Beach Clubs few metres from the beach.<\/span><\/p>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These two strategies led to <strong>5 positive impacts<\/strong> in Playa de Palma:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Attraction of tourists<\/strong> with a higher purchasing power, causing the multiplier effect in bars, shops and restaurants.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Increase in the value of hotel assets:<\/strong> Because of the hotel refurbishments that had been taking place and the increasing appetite of investors for assets in Playa de Palma, these assets incremented their value to levels never seen in this destination.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Lengthening of the season:<\/strong> facilities had been adapted to the winter and pre\/post summer season, enabling the reduction of seasonality in the destination.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Better labour conditions:<\/strong> As a consequence of the lengthening of the season, job insecurity and unemployment was reduced during the winter.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Improvement of the economic, social and environmental results.<\/strong> A virtuous circle started by relying on quality based tourism instead of quantity, which generates wealth, reduces job insecurity and improves the environment.<\/span><\/li>\n<\/ol>\n\n","protected":false},"excerpt":{"rendered":"<p style=\"text-align: justify;\"><em>What are the strategies that are being developed in Playa de Palma to recover the destination? What effects will be obtained with this type of change?<\/em><\/p>\n<p style=\"text-align: justify;\">Playa de Palma, the pioneer destination of mass tourism in the 60\u2019s, has been suffering for years hangovers of its latest decades of glory.<\/p>\n<p>[&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":6424,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[617,634,620,604,636,565],"class_list":["post-2880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-adults-only-en","tag-hotel-reputation-en","tag-investment-en","tag-new-products-en","tag-profitability-en","tag-segmentation-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Playa de Palma: A mature tourist destination in full repositioning process | The Hotel Factory<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thehotelfactory.com\/en\/playa-de-palma-a-mature-tourist-destination-in-full-repositioning-process\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Playa de Palma: A mature tourist destination in full repositioning process | The Hotel Factory\" \/>\n<meta property=\"og:description\" content=\"What are the strategies that are being developed in Playa de Palma to recover the destination? 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