In conversation with Martin Garcia Lires, General Manager, Unico Hotel Madrid (Exclusive Interview)

How has the property performed post pandemic? What are your expectations for this year?

At Hotel Único after the pandemic we have worked as normally as possible towards the client. We have created a safe environment by applying the highest measures of cleanliness and security, providing everything necessary to our customers. returned to normality quickly. This pandemic has taught us to take decisions quickly and this can be extrapolated to know how to adapt to the changing needs of our customers.

This year looks to be a very good one, possibly one of the best since we opened more than 10 years ago.

Do you anticipate any possible headwinds due to the international context?

We are used to work in a situation of uncertainty, so we are ready to adapt to any changes that may arise due to international instability.

Fortunately, Madrid as a destination is becoming more and more consolidated and this point helps us in the face of future unforeseen events.

How do you see the evolution of rates especially considering the newly opened properties? Is there a risk of saturation?

Madrid has a very good hotel infrastructure in all categories. Tourism in Madrid is growing a lot, so the city needs new hotels to be able to accommodate all the tourists.

Hotel rates in Madrid used to be much cheaper than in other European capitals and in recent years this has been changing thanks to the interest in Madrid as a destination.

Tell us more about the positioning of the hotel in Madrid’s luxury segment – comp set, USPs, guest profile.

Hotel Único Madrid is very well positioned in town. There are a huge good hotels, but Hotel Único is a five-star luxury boutique hotel located in one of the most exclusive areas of the capital, in the heart of the Milla de Oro, or Golden Mile, of the Salamanca district. A 19th century palace concealing spaces of noble architecture and natural light where you can find a relaxing atmosphere in our rooms and in the two star michelin Restaurant Ramón Freixa

Our clients come looking for a unique accommodation, located in one of the best areas of the city, but at the same time they can disconnect from the hustle and bustle enjoying the peace that is breathed in our hotel and relax thanks to the personalised attention of our team.

Has the guest profile changed? What about guest preferences – length of stay, type of accommodation, spending at the hotel etc.

Our clients are not looking for ostentatious luxury. At Unico Hotel, guests will find a team committed to offering the best experience to each guest. A detailed, elegant and at the same time unsophisticated design. A passion for a cuisine committed to its origin, technique and product. And a holistic vision of luxury that goes beyond attention to detail and seeks to offer our guests an authentic experience in which special attention is paid to music, lighting, wellbeing and commitment to the environment.

To what extent you also attract locals?

At Hotel Único we also offer services for local clients. Our restaurant Ramón Freixa is open to all those who love haute cuisine.
Massage service in our wellness suite with Natura Bissé and Comfort Zone treatments. Regular experiences such as wine tastings, flower and aroma workshops, etc…

How are your F&B offerings conceived?

Our promise is to offer guests authentic experiences and gastronomy is an essential part of that. In Ramón Freixa Restaurant art meets gastronomy. Dishes hiding stories to be discovered one bite at a time, scenes where tradition and avant-garde coexist, madness and common sense. Compositions that don’t forget that flavor will always take center stage, having received the international recognition of chef Ramón Freixa, who here treasures two Michelin stars and three Repsol Suns. Ramón Freixa Madrid is about all that and more

Which are your personal top 5 off-the-beaten-track tips in Madrid?

The main advice that I would give to any tourist is that the longer the better, because in Madrid there is a lot to do.
I recommend walking through the streets of Madrid, Las Letras neighborhood, Chueca, Madrid de los Austrias, Royal Palace, Temple of Debod, Plaza Mayor… Without a doubt, on the walk we cannot miss a visit to the Retiro Park

The great museums: del Prado, Thyssen, Reina Sofía and also visit the small art rooms that dot the streets of Madrid.
Get to know the Gastronomic markets such as the Mercado de San Miguel, San Antón or the Mercado de la Paz among others.
And enjoy the best gastronomic offer at all levels, as well as Madrid’s nightlife

Hotel Unico Madrid part of Unico Hotels  

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