The great hotel debate organized at the Abama hotel, in the south of the island, by Grupo Vía reveals a tourism strategy for Tenerife which goes through, in the words of its CEO, David Pérez, “deseasonalizing the current United Airlines summer flight to New York to make it one that runs year-round.” Add the member of the government group of the Cabildo who “The forecast is to end 2022 with 35,000 North American tourists.”
Within this forum, hoteliers show the “cautious optimism” of the Tenerife sector that “continues as a star destination for Canary Islands». They claim to maintain that status “a increased investment in public infrastructure quality”. They value the presence of “more tourists concerned about environmental, social and economic sustainability.” With a “responsible and conscious, explorer and interested in being able to connect with the environment he visits” profile.
The direct connection between New York and Tenerife is protagonist. David Pérez underlines the success in occupying seats on the United Airlines flight during the summer. The annual balance is optimistic with those 35,000 tourists. The intention is to increase the number and the route to be as long as possible. “That’s what we work for” summarizes Pérez. The counselor puts the focus on the responsible tourist: “New customers are looking for different values from the usual sun and beach: environmental, social and economic sustainability.” He acknowledges that “the image of the Tenerife destination was very reviled in the British market, but we want to change the stereotypes to seek the attraction of a conscientious tourist.” Pérez dignifies the role of the administration in recent years and believes that “the public and the private must go hand in hand.”
Professionals and executives from the island sector open the debate. It focuses on the vision of trends and future tourists, promoting the luxury sector, the demand for trained workers and the increase in prices. There is coincidence that The tourist who travels to Tenerife has changed a lot, “which has caused a conversion of apartments to hotels.” Javier Alique, from Hard Rock Hotel Tenerife, detects that “the client who comes is beginning to take sustainability into account and their stays are getting longer.” Adrián Almirante from Las Terrazas de Abama warns: «People who travel want to take a piece of what they visit, soak up the local culture, but with respect for the place. That’s why infrastructures are so important.” Mano Soler, director of the Les Roches Marbella campus and moderator, highlights the transforming role of education.
even though 2022 was synonymous with uncertainty in the tourism sector, the professionals are “happy” with the results. But they remain cautious because “this can change from one day to the next,” says Jorge Marichal from Ashotel. Another conclusion is that the British market is traditionally the main one for tourism on the Island and will continue to be so for a while.
The increase in the cost of supplies and the inflation shot concern in the industry. The majority trend is to promote energy saving.
The sector values the human factor, the sense of teamwork and the attitude of service so that the industry continues to grow. Almirante sums it up: «It is very difficult to attract and retain talent. Now we look more at people focused on soft skills and a service attitude. We need employees who want to work and have a passion for what they do.”
Public-private collaboration
The professionals highlight the leap in quality of recent years. “Our people, culture and way of being give a plus of quality to the destination,” says Victoria López from Grupo Fedola. Jorge Marichal, from Cehat and Ashotel, agrees and adds: “We must work on infrastructure through the public sector along with other services that must go hand in hand with the hotel industry.” For this reason, he explains, “we ask the administrations to invest in tourism infrastructure.” José Fernando Cabrera, from the Golf Resort Group, highlights the effort to place the destination among the most important in the world with a commitment to quality: «We must follow the line of luxury. Improve air communications, invest Next Generation funds and fight against the lack of trained professionals. Maurice Damen, from Riu Hotels, says: “We must improve the infrastructure and analyze what a tourist sees when they arrive.”
