How is the Intercontinental Hotel positioned in Barcelona’s luxury hotel sector? USPs, comp set
InterContinental Barcelona positions itself as a high-end Luxury destination, with distinctive offerings in Barcelona’s hospitality market. Located in Montjuïc. The hotel is inspired by Catalan heritage, incorporating local art, Mediterranean ceramics, and colors that reflect Barcelona’s culture, all elegantly aligned with a sense of luxury and sophistication.
As for its Unique Selling Points, the hotel stands out in several key areas. Its prime location in Montjuïc provides guests with easy access to iconic cultural and natural landmarks, while being conveniently close to the city center and urban attractions. The hotel excels in both wellness and gastronomy, featuring the Michelin-starred restaurant Quirat, along with four additional dining and bar options. For wellness, InterContinental Barcelona holds an award-winning spa and a 24-hour fitness center. The overall atmosphere is one of refined elegance, where traditional Catalan influences seamlessly blend with modern luxury, offering guests a truly distinctive experience.
In Barcelona’s luxury market, InterContinental Barcelona competes with a selection of prestigious hotels, including W Barcelona, Hotel Arts, Grand Hyatt, Torre Melina, Nobu Barcelona, and Majestic Barcelona.
What is the profile of your guest? Which are your key feed markets?
InterContinental Barcelona has a diverse and Dynamic Guest profile, with both leisure and business travelers. Our guests at InterContinental Barcelona represent a diverse profile, primarily including business travelers and conference attendees drawn by the hotel’s proximity to convention centers, as well as luxury tourists, couples, and families seeking a high-end experience. Generally, our guests are looking not only for accommodation but for a complete luxury experience with personalized services in a strategic location in Barcelona.
To what extent do you also attract locals?
We attract local clients primarily through our restaurants, which offer exceptional dining experiences that appeal to Barcelona residents. Additionally, during the summer, our day passes to the pool are popular among locals looking to relax and enjoy a luxury setting. Our spa also draws in local visitors, offering a wide variety of treatments designed for guests who are not staying at the hotel. Through these offerings, we provide unique experiences that make the InterContinental Barcelona a destination for locals as well as travelers.
How important is the affiliation to IHG?
The affiliation with IHG is highly important to us, as it connects InterContinental Barcelona to a globally recognized network of luxury hospitality. This affiliation provides access to IHG’s extensive loyalty program, IHG One Rewards, which helps attract a broader clientele, including loyal members from around the world.
Additionally, the affiliation grants us access to IHG’s resources, training, and quality standards, ensuring that we consistently deliver exceptional service and innovative experiences that align with the expectations of a global brand. Overall, the IHG affiliation strengthens our market position and enhances the value we offer to both international and local guests.
Staffing has remained challenging in luxury hospitality worldwide. What has been your approach?
Staffing has been a major challenge for the luxury hospitality industry globally. To address this issue, various strategies have been implemented, including:
- Increasing compensation: we have offered performance-based bonuses to attract and retain top talent.
- Improving benefits packages: Enhanced benefits, such as flexible work arrangements that helps teams to balance their lifes
- Enhanced training and development programs: Investing in staff training and development opportunities can improve employee satisfaction and retention.
- Focus on employee well-being: Prioritizing mental health and work-life balance can boost employee morale and productivity.
- Leveraging technology: Utilizing technology for recruitment, onboarding, and training can streamline processes and improve efficiency.
- Building strong employer brands: Creating a positive employer brand can attract top talent and foster loyalty among existing employees.
- Collaborating with educational institutions: Partnerships with “best in class” hospitality schools.
- Embracing diversity and inclusion: Creating a diverse and inclusive workplace can attract a wider range of talent and improve employee satisfaction. We got QUEER certification for the hotel. All staff members have been trained
How do you motivate your staff?
Motivating staff in a luxury hotel is crucial for delivering exceptional guest experiences. Find hereunder some strategies that we use to inspire and empower our team:
- Fostering a Positive Work Environment:
- Lead by Example: Demonstrate the values and behaviors you expect from your team.
- Open Communication: Encourage open dialogue and feedback from all staff members.
- Recognize and Reward: Publicly acknowledge and reward outstanding performance.
- Team-Building Activities: Organize social events to strengthen team bonds.
- Investing in Employee Development:
- Training and Development: Provide opportunities for growth and skill enhancement.
- Career Pathing: Offer clear career progression plans.
- Mentorship Programs: Pair experienced staff with new hires.
- Offering Competitive Compensation and Benefits
- Empowering our Staff:
- Delegate Authority: Trust your team to make decisions and take initiative.
- Empowerment Programs: Train staff to handle guest requests and resolve issues independently.
- Encourage Creativity: Foster a culture where innovation is valued.
- Creating a Sense of Belonging:
- Diversity and Inclusion: Promote a diverse and inclusive workplace.
- Employee Recognition Programs: Celebrate milestones and achievements.
- Employee Wellness Initiatives: Offer programs to support physical and mental health.
- Providing Exceptional Guest Experiences:
- Set High Standards: Encourage staff to strive for excellence in every interaction.
- Guest Feedback: Use guest feedback to improve service delivery.
- Empowerment to Delight: Allow staff to go the extra mile to surprise and delight guests.
- Leading with Empathy and Understanding:
- Active Listening: Pay attention to your staff’s concerns and needs.
- Empathy: Show genuine care and understanding.
- Flexibility: Be adaptable and willing to adjust to changing circumstances.
7. Tell us more about the F&B and wellness offerings of your hotel.
InterContinental holds 5 different Food and Beverage options, as well as an award winning spa and 24-hour fitness centre.
As for F&B, the restaurants our hotel holds are:
QUIRAT is a Michelin-starred restaurant that offers an elevated dining experience, blending innovative Mediterranean flavors with the rich traditions of Catalan cuisine. The restaurant features two seasonal tasting menus, crafted with the freshest locally sourced ingredients to promote sustainable gastronomy. The ‘24K Menu’ includes 13 dishes, while the ‘18K Menu’ offers 8 carefully curated courses, each showcasing the flavors and traditions of the region with modern flair.
Arrel: another of our hotel dining optiond, Arrel highlights seasonal, locally sourced ingredients through its open kitchen and shareable dishes. It offers a buffet breakfast for hotel guests, an executive lunch menu Monday to Friday, and an à la carte dinner menu for both guests and external customers, all emphasizing fresh, high-quality produce.
Gebre is InterContinental Barcelona’s signature cocktail bar, offering a concept that captures the essence of the earth in liquid form. The bar features a carefully curated cocktail menu, crafted with precision and artistry by our professional mixologists. Open year-round from 5pm – 1am, for guests and external customers.
173 Rooftop Terrace: InterContinental Barcelona’s Rooftop offers panoramic views of the city and a Mediterranean menu focused on fresh, locally sourced ingredients. The space also features an infinity pool and a selection of signature cocktails, providing a relaxed yet refined atmosphere.
Boira Coffee & Tea Lounge: Sophisticated lobby lounge offering a selection of cakes, desserts, coffees, and teas, providing a relaxed setting for guests to enjoy a refined break throughout the day.
We offer two exceptional spaces for fitness and wellness: the SPA InterContinental Barcelona and our fully equipped fitness center. Recognized as Europe’s Best Luxury Spa in 2024 by the World Luxury Awards, our spa features a range of treatments, including facials, body rituals, and crafted massages, alongside a thermal circuit with a large hydrotherapy pool, hammam, dry sauna, and heated lounges, providing a comprehensive and luxurious wellness experience.
To what extent luxury relates to lifestyle?
At InterContinental Barcelona, luxury is more than high-end services, it is also about creating a seamless lifestyle experience. True luxury, to us, means offering experiences that integrate effortlessly into the lives of our guests, enhancing both their sophistication and relaxation. Every detail we work in pur hotel, is carefully designed to complement the way they live, offering moments that connect with our guests beyond just their stay. We focus on personalization, and by so we elevate our guests’ time with us, making their visit not just a temporary escape, but a memorable part of their lifestyle.
Is there a recipe on how to achieve the balance between desirability and value?
There isn’t a single, definitive recipe for achieving the perfect balance between desirability and value. However, there are several strategies and principles that can help guide us towards this goal:
- Understand Your Target Audience:
- Deep Dive into Needs and Desires: Conduct thorough market research to understand your target audience’s preferences, pain points, and aspirations.
- Identify Core Values: Determine what truly matters to your customers, beyond just the product or service itself.
- Prioritize Value Proposition:
- Clear Value Statement: Articulate a clear and compelling value proposition that highlights the unique benefits your offering provides.
- Cost-Benefit Analysis: Assess the perceived value of your product or service against its cost to ensure it aligns with customer expectations.
- Design for Desirability:
- Aesthetics and Experience: Investing in design and user experience to create a visually appealing and intuitive product or service.
- Emotional Connection: Tap into emotions and storytelling to evoke positive feelings and create a memorable brand experience.
Do you plan any novelties in 2025?
Hopefully for 2025 we will be able to further consolidate our experiential luxury proposal, that each guest who visits us will have a genuine and unforgettable experience. Our commitment to Sustainability shall continue to grow, to leave a positive impact on the community and the environment. And, of course, continue to lead a team that enjoys what it does, because only then can great achievements be achieved.

Enrique Escofet, General Manager, Intercontinental Barcelona
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