The new luxury trend

The large chains are committed to growing in the luxury segment; increasingly related to a lifestyle product that is better adapted to the need for new experiences sought by the client, which makes these brands more sustainable and profitable. The main companies in the sector affirm that the brands with the greatest potential for development are those that go beyond the standard and opt for rooms with superior features, extra services, experiences, F&B, etc.

Spanish franchise chains are committed to adapting by offering all kinds of options to owners, focusing on a more bleisure product in the main cities of the world, offering great possibilities for repositioning existing hotels. Investors are looking for a product in the luxury segment, focusing on lifestyle. With in-house or external F&B services, attracting clients that are not exclusively guests, increasing the range of services.

With regard to spanish chains, lifestyle is already perceived as a trend, as it is a requirement for clients and investors, adding value to the hotel product. This is why the idea of transforming the most classic hotels in secondary cities in southern Europe has a future. Within the lifestyle product, the fundamental pillar is to create a unique atmosphere, combining space and F&B, in order to achieve a different spirit and ambience for each hotel.