The first international hotel chain to establish a foothold in Benidorm is French company Accor, which recently acquired the three-star Benilux Park Hotel and turned it this summer into a four-star establishment called Mercure.
Ahead of the hotel’s 2022 debut, Spanish site El Confidencial reported that until Accor acquired the Benilux Park Benidorm had no globally branded hotels.
Accor has 5,100 hotels in 110 countries. Of these 810 hotels in 64 countries bear the Mecure brand. Ten of them are in Spain.
This report adds there is a growing demand among visitors to Spain for internationally-branded hotels.
Cristina Ramos-Fernandez, Chief Operating Officer of franchised hotels in Southern Europe for Accor, said such destinations as Benidorm and Torremolinos—which is farther south on Spain’s Costa del Sol—now are attracting guests who book their hotels and flights separately and do not want to book package vacations and all-inclusive.
Globally in Southern Europe’s hospitality market, there is a trend to change the mass-tourists destinations market offer to attract more individual customers and break away from the exclusive distribution of tour operators. The seasonal adjustments of some destinations and the repositioning of hotel assets are supporting the development of projects in some locations such as Benidorm. This trend has attracted international chains’ attention.
Ramos-Fernandez said the Mercure Benidorm would benefit from new design, the creation of five penthouses on the rooftop floor, a duplex room and landscaping featuring a garden of vegetables and aromatic plants.
The opening of the refurbished hotel in June gave Benidorm a new gourmet restaurant, called Malaspina, under the direction of chef Roberto Artzeni. It offers Mediterranean food, meats and desserts, all made from local products.
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