The large hotel chains are once again focusing on Barcelona to bring some of their most emblematic luxury brands. The year has begun with a major opening, that of the Torre Melina hotel under the most exclusive Meliá banner, giving new life to the old Juan Carlos after an investment of 40 million euros with which the asset has been completely renovated.
It will be followed by others that will help renew the city's offer in the high segment, key to attracting international travelers who align with the city's new tourism strategy. Fewer visitors but with greater added value. And these, especially North Americans and Asians, have a preference for staying in hotels with brands that are familiar to them and have global prestige.
The Torre Melina Gran Meliá will be joined in 2024 by the Sofia hotel under a new banner from the American Hyatt. Until now the establishment was managed by Selenta, which had a franchise agreement with the American group to operate it under the Unbound Collection brand. But the intention of the new owners (Blasson and Axa) is to reposition the hotel in the Grand Luxury segment, for which they have invested between six and ten million euros in renovating it. Another grand opening is expected in the fall, that of the Forum's SLS hotel. It will be the first establishment of this premium brand in Europe, operated by the British group Ennismore, linked to Accor. Currently the company only has SLS hotels in Beverly Hills, Miami, Bahamas, Cancun, Dubai and Buenos Aires. Now Barcelona will be added.
The La Florida and Miramar hotels will also increase their positioning with two new brands and investments. The UAE group Sunset Hospitality will manage the first under its Social Living Collection banner. The reopening is expected in 2025, coinciding with the hotel's centenary. Jaime Buxó, CEO of Sunset Hotels
Other establishments are also preparing a revaluation of their assets outside the luxury segment. This is the case of the Expo hotel, which will become the first Moxy in Spain with a planned reopening in spring, a Marriott brand focused on young professionals and millennials. The firm already operates other unique five-star establishments in Barcelona such as the Cotton House on Gran Via, or the Edition, in the heart of Ciutat Vella.
“The arrival of new international brands will help position the destination even better and consolidate Barcelona with greater intensity in the European market,” considers Albert Grau, partner and co-director of Cushman.
The process of renewing the hotel offer – which must include the transformation of other establishments such as the Grand Hotel Central, on Via Laietana – thus fits with the tourism model that the city is trying to promote: entering more without growing in quantity. And it is also a consequence of the approval of the PEUAT. The Special Plan Urbanístic d'Allotjaments Turístics, initially approved in 2017, prevents the opening of new establishments in the city center, so the entry of big brands and a better quality offer can only be done through renovation and modernization of existing establishments.
According to Turisme de Barcelona, visitors staying in five-star hotels spend more than the rest. In 2022 – latest data available from Turisme de Barcelona – they spent 164 euros per person per night compared to the average of 84 euros. The consortium considers that this type of accommodation focused on the high-end has demand and room to grow. This is shown by the occupancy of five-star hotels last year, reaching over 70%, five points more than in 2022. A very good figure if you take into account that the objective of these establishments is to achieve a high average price and not so much fill the building.
The unprecedented growth of tourists from the United States, which in 2023 represented 13% of the total (in 2022 it was 11%) and the recovery of the Asian market after the pandemic, China grew last year to represent 1, 7% of visitors (in 2022 it was 0.9%) explain the good occupancy levels of five-star hotels. To these visitors, we must add clients who travel to Barcelona to attend a fair or on business.
Thus, the trend and what the city aspires to is to increase the share of the premium offer. In the last five years, four five-star hotels and another two Grand Luxury hotels have opened, so that beds have grown by 18.6% and 13% respectively. Among the brands that have joined since the pandemic, InterContinental, Sofitel and Sonder stand out.
