How is your hotel positioned in Barcelona’s luxury hotel sector? What is your comp set? What about the USPs?
EDITION Barcelona is uniquely positioned as a lifestyle destination for both travellers and local patrons, having established a leading ranking among Barcelona’s luxury hotels. We compete with the Mandarin Oriental Barcelona, lifestyle 5star properties but also more classical properties such as El Palace Barcelona. Our unique proposition lies in the DNA of the EDITION Hotels brand , which is to create ultimate desirability through a unique product while ensuring consistently high superlative service levels. Our F&B offering is unparalleled, ranging from a casual meal to fine dining, the Roof with 360 views of the city and a micro club. Our music entertainment and cultural calendar is unique and innovative in our sector.
Post pandemic, how has your property been performing? What are your expectations for the rest of this year?
We have seen an impressive rebound in demand from international travel, with a sustained level from the domestic market too. We are positive to see the same levels in the following months, while the demand is consolidating. We are hoping the International context as a whole continues to improve
What is your guest profile? Has this profile changed, if in any way, with the pandemic?
EDITION Hotels is a loved brand, with an exceptional international awareness. Forbes named us “hottest hotel brand in 2021” There is a sense of understated prestige, while we strive for a gracious and authentic service, while remaining highly personalised and individualised. The habits and behaviours have changed, with a lesser resistance to higher rates and increased demand for superior accommodations.
To what extent you are also targeting locals?
EDITION Barcelona has always been a choice destination for locals and the domestic market. I believe our mix of guests is ideal, with a unique blend of authenticity and connoisseurship when it comes to international travellers
Do guests perceive luxury differently? And maybe have different expectations?
Expectation are always high for all of our EDITION Hotels properties. Our product has remained consistent in its unique design but also the quality of our furnishings and finishes. Guest are eager to experience emotions, purposeful and meaningful travel moments.
Tell us more about your F&B?
A spectacular evolving local and dynamic restaurants & bars experience includes the restaurant Bar Veraz with an outdoor terrace “Bar Alegria” the legendary tapas bar by Catalan restaurateur Tomás Abellán, the renowned bespoke cocktail bar Punch Room and the iconic The Roof, a panoramic Mediterranean rooftop terrace for al-fresco all day dining and drinks, offering stunning views of Barcelona and an outdoor plunge pool.
Dance the night away in Cabaret, a micro-club that adds a unique layer to the city night scene. A multidimensional space that features a sophisticated nightlife experience magically uniting multifaceted music entertainment, the best in beverage, exceptional service and authentic design. In a nutshell, the experience is a one-of-a-kind with distinct restaurants and bars concepts all under the same roof.
What is your view on the rebound of corporate travel?
A certain percentage of pure business travel may not rebound any time soon, especially for businesses and companies who have transitioned to digital communications.
However we have seen corporate group business come back steadily over the course of the past couple of months. Barcelona is more relevant than ever for corporate events with a series of unique selling points that very few other destination in Europa can offer.
How is your MICE offering conceived?
We have not been predominantly reliant neither on leisure or corporate, equally attracting both guest target profiles,
We offer distinctive spaces at The Barcelona EDITION and target the luxury segment looking for prime location, exceptional service and unique events.
What has been your strategic approach to human resources and ensuring a high and consistent customer service?
We have been relying on a very professional human resources team and uninterrupted recruitment process, which has remained selective and focused on continued training. Motivating and developing our team is our priority as we want to retain them and help them grow their careers. The most valuable asset and a guarantee for a perfect service is a well trained and motivated team.
What novelties shall we expect for the rest of the year?
We are creating a very festive year end offering for corporate and social events as well as travellers staying at the hotel. At the same time, we are working on very exciting and artistic collaborations with partner bands, more to come.
We will be a partner of The Barcelona Cocktail Experience Week beginning of October with our award winning cocktail bar PunchRoom. That week Barcelona hosts for the very first time the Awards for 50 Best Bars.
In September our Cabaret private Events commercialisation will start. Our micro-club will also be available for private events such as cocktails, dinner, shows and parties
Julie Van de Kerckhove, General Manager, EDITION Barcelona
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