‘All-inclusive’ market approach

The Middle East market craves for entertainment, bespoke experiences, innovative and ultra luxury concepts when it comes to travel. Palladium’s strength lies in all-inclusive premium luxury segment, which is a perfect blend for the clients from this region, says Sandra Polo Canudas, Asia & ME Commercial Director, Palladium Hotel Group.

TT Bureau

Could you share about the latest property that opened recently?

In Europe, TRS Ibiza Hotel, inaugurated last summer 2022, is the first premium, all-inclusive, adult-only hotel in Ibiza. In America, Palladium Hotel Group recently announced the opening of 45 Times Square Hotel, a boutique hotel located in the heart of New York City, managed by the company under an ephemeral brand and expectedly to soon convert into Only YOU Hotels.

How important is the Middle Eastern market?

Over the past decade, this region has observed an important incremental interest from the world’s leading hospitality companies. Palladium Hotel Group is actively seeking for new growth opportunities in the Middle Eastern Market. We see a high demand and new hotel projects arising on these markets in terms of luxury and lifestyle hospitality products, as well as in the all-inclusive premium and luxury segment, which is exactly what Palladium Hotel Group is specialized in and where we can make the difference. We have also observed a strong appetite for the entertainment component, which is exactly where Palladium can bring its know-how and innovative concepts directly from Ibiza and the Caribbean. There is no doubt that the Middle Eastern market is and will be one of our preeminent target markets today and in the future.

What is the engagement planned with travel agents and corporate bookers?

Palladium Hotel Group collaborates closely with key travel representatives in the GCC and is keen to continue to grow. To do so, the group works with a representation agency – Akhom Consulting. Palladium Hotel Group has also been present in some relevant trade events, such as the ATM fair in Dubai, where the group will continue to be present at.

Are there any special facilities that cater to this market?

Palladium Hotel Group operates 40 hotels in seven countries: Spain, Mexico, Dominican Republic, Jamaica, Italy, Brazil and the USA, and manages 10 brands, such as BLESS Collection Hotels, TRS Hotels, Ushuaïa Ibiza Beach Hotel, as well as the three properties managed by Palladium Hotel Group under the franchise brand Hard Rock Hotels, and which are located in Marbella – Puerto Banús, Ibiza and Tenerife. We consider these are all very appealing propositions to the Middle Eastern Market.

What are the expectations from ME market this year?

We started the company in 2019. Right after, we all faced a break, but we are now back to work to grow brand recognition in the Middle Eastern market. We believe our brands have a lot to offer.