In conversation with Enrique Escofet, General Manager, InterContinental Barcelona (Exclusive Interview)

How is the hotel positioned in Barcelona’s highly competitive market?

We at the InterContinental Barcelona love to say that the core values that have allowed us to become one of the main reinventors of urban luxury tourism are aligned with those of the InterContinental banner – a travel experience rooted in luxury supported by more than 70 years of brand tradition, a service centered around providing the very highest standards of quality, combining knowledge of local culture with international know-how and a passion for good food, reflected in each hotel’s exceptional flagship restaurant, destinations themselves for hotel guests and locals alike. All combined with internationally acclaimed concierges with ample local knowledge, VIP services selected through the InterContinental Ambassador program and the exclusive Club InterContinental experience.

The InterContinental Barcelona was created with a desire to contribute towards transforming urban luxury tourism, so it adapts to the needs of our guests, who seek inspired experiences through unforgettable stays.

The hotel features 273 rooms and 18 suites, and we recently inaugurated the extraordinary 170 sqm. Presidential Suites. At 42 sqm., the Intercontinental Barcelona boasts the largest standard rooms in Barcelona.

Located in the heart of this historical yet cosmopolitan city, inspired by the organic Mediterranean lifestyle and overlooking some of the city’s most emblematic sites, the hotel exudes elegance and an appreciation for discreet luxury.

As a human-centric hotel, striving to provide added value to guests and staff alike is part of our DNA, which is reflected in the way we conduct our business responsibly and in a more sustainable manner.

Having opened at such a delicate time, how would you describe the progress so far? What are your expectations for the rest of 2022?

While it is true that we opened at a delicate time and that we are still in the positioning phase, we are extremely satisfied with the way the market has welcomed the hotel. Response has been very positive, with both local and international guests welcoming the arrival of a brand as prestigious as InterContinental to the city of Barcelona, and the results have been along these lines. We expect to complete the hotel’s first year with positive results.

What is your guest profile? Do you foresee any changes in terms of guest profiles as travel recovers post pandemic?

Regarding individual travelers, since March we have been seeing a moderate increase in leisure travelers, amounting to more than 70% in the last few weeks – the winter months extremely saw occupancy rates due to the effects of the Omicron variant, so they are not considered representative. Barcelona is getting closer to its normal business mix, and in terms of pricing, in Q2, the city underwent a sharp increase of prices spearheaded by Luxury hotels.

However, in the last couple of weeks, we have noticed something of a deceleration in demand, at least during the month of August, and not only in our hotel, but also in some other 5* establishments. The main reason might be macroeconomic news alerting of strategic changes within the main US and European financial institutions, in an attempt to lower the rampant inflation of recent months.

By country, we have seen an increase in share by the UK in our main OTA channels, and no presence of the Chinese, Japanese and Korean markets.

Has guest behaviour changed? What about their expectations when it comes to luxury? – time of booking, type of accommodation, length of stay etc.

In terms of behavior, we have not noticed an increase in the length of stay, which still remains at under 3 nights. Lead Time has not expanded a lot, and it still stands at approximately 30 days among individuals. We just recently opened our stunning 170 m2 double Presidential Suite, which has been warmly received by guests, and we have been surprised at just how fast it has sold already during the summer campaign.

The Intercontinental Barcelona boasts an impressive product of the highest standard. How important is your affiliation with IHG?

For a number of years now, we have had an excellent relationship with IHG, which has allowed us to bring the InterContinental brand to Barcelona. It is hard for large companies to franchise their luxury brands, but by collaborating closely with IHG over the last few years, we have been able to prove our worth as a solid company with the same vision as the InterContinental brand in terms of how we see the sector and luxury tourism as a whole.

In many destinations, hotels are facing staffing challenges.

Unfortunately, Barcelona is no different, and we ourselves are facing no shortage of challenges. Since the start of the pandemic, we noticed that a significant percentage of the region’s talent pool was changing career paths towards other industries. Over time, we have become convinced that this trend will not be reverting, and therefore, as an employer, we think of finding and implementing innovative ways to attract new talent as our responsibility.

How have you approached identifying, nurturing and motivating talent?

We at the InterContinental Barcelona believe in our employer brand, and we have been working non-stop to enhance our value proposal and to nurture our corporate culture.

As our greatest asset, we believe our team deserves a truly enriching employee experience, which includes giving them a chance to be heard, engaging them in different tasks and activities, making them feel part of this family and helping them grow professionally.

Talent development is embedded in our DNA; we believe in giving young professionals opportunities to prove their worth, and to this end, in order to help them reach their full potential, we have different development plans in place designed to allow them to acquire knowledge and expertise across many areas.

Keeping our teams inspired and motivated to ensure a long-lasting and outstanding commitment to our hotel and its guests represents our top priority.

Could you tell us how you see your perspectives for the recovery of MICE and business travel?

The MICE segment has shown a healthy recovery in the market, both in number of events and number of participants, with a short-term dynamic that has been maintained throughout the year. Expectations for the coming year remain very positive, although if we have learned anything from past experience, it is that this segment is extremely sensitive to external influences, so all being well, we expect it to continue on a growth path to stability throughout 2023. Business Travel, however, has undergone a notable change in behavior, with a slower recovery and fewer bookings when compared to than we had previously.

How have your F&B and wellness offerings been conceived?

The essence of InterContinental Barcelona is the passion for gastronomy, which is why it has bars & restaurants by Michelin Star Chefs and up-and-coming talents. The gastronomic proposal is composed by Quirat restaurant, advised by Víctor Torres, Spain’s youngest Michelin Star Chef, the restaurant represents the purity and richness of the elements that make up the earth; the Cocktail Bar Gebre symbolizes the essence of earth in its coldest state; and the Arrel restaurant, source of vitality of the earth.
In addition, from the Montjuïc Terrace the guests can enjoy panoramic views of Barcelona and spaces as well as the 173 Rooftoop Terrace restaurant or the Boira Coffee Lounge for a morning experience with a luxury breakfast.

On the other hand, what makes InterContinental Hotels & Resorts truly different is the genuine interest they show to their guests through personalized and caring services. InterContinental Barcelona offers the most exclusive VIP services through the InterContinental Ambassador program and an exclusive experience thanks to Club InterContinental, which combines personalized service with exclusive privileges such as, for example, chauffeured airport transfer and pick-up, water, refreshing cold towelettes, wifi, newspapers and destination and hotel information; special rooms and suites; exclusive culinary experiences; and private spaces, among others.

The luxury of pampering is also expressed through InterContinental Barcelona’s magnificent spa, the largest hotel spa in Barcelona, which, at 1,200 square meters, becomes a true sanctuary to nourish body, mind and spirit.

What novelties might we expect during the rest of 2022?

In line with our commitment to sustainability, September will see the inauguration of a large 2,000 m2 rooftop garden located above the meeting rooms, which, in addition to modifying the interior urban landscape, will also feature an orchard for the Quirat Restaurant and fruit trees. It will also allow us to reduce energy consumption in these meeting rooms by around 30%.

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