Gran Debate Hotelero en el Hard Rock Hotel Tenerife en Adeje

Gran Debate Hotelero en Hard Rock Hotel.

Jorge Marichal: “El sector hotelero debe seguir creciendo de una forma inteligente, no tiene sentido hacer más de lo mismo”.

El presidente de Ashotel insta al Ejecutivo canario a obligar por ley a las comercializadoras de alquiler vacacional a ser responsables civiles subsidiarias y no meras intermediarias.

Varios consejeros de la patronal hotelera analizan en el Gran Debate Hotelero, organizado por el Grupo Vía, cómo potenciar el destino turístico canario y cuáles son sus amenazas.

El presidente de la Asociación Hotelera y Extrahotelera de Tenerife, La Palma, La Gomera y El Hierro, Ashotel, Jorge Marichal, afirmó esta mañana en Adeje que “el sector turístico, más concretamente el hotelero, debe tener claro que su crecimiento debe ser inteligente; esto significa avanzar en nuevos productos, no tiene sentido alguno hacer más de lo mismo”. Marichal se expresó en estos términos durante el Gran Debate Hotelero que organiza hace algunos años el Grupo Vía en distintos destinos turísticos españoles y que en el caso de Tenerife tuvo lugar este año en Hard Rock Hotel Tenerife, en Playa Paraíso, Adeje.

Al respecto, Marichal abogó también por que en esos productos diferentes es necesario dar mayor valor añadido, y defendió la importancia de apostar claramente por la generación de empleo, para que cada vez sea de mayor calidad. “Tenemos que cualificar más aún a todo nuestro personal”, remarcó. El presidente de Ashotel compartió mesa de debate con varios miembros de su Consejo Directivo, como con Sandra Guervós, directora de Operaciones para Canarias de Meliá Hotels International; Miguel Villarroya, director general de Spring Hoteles; Marco López, director general de Dreamplace Hotels; Javier Muñoz, director de Operaciones para Canarias y Cabo Verde de Iberostar Hotels & Resorts; y Victoria López, directora general de GF Hoteles y vicepresidenta de Ashotel. A ellos se unió Álvaro González, director de Marketing de Hard Rock Hotel Tenerife, quien explicó inicialmente el concepto de su hotel y el cliente al que se dirige.

Antes de comenzar el debate intervino el viceconsejero de Turismo del Gobierno de Canarias, Cristóbal de la Rosa, quien se refirió a algunos déficits de infraestructuras turísticas, entre ellos la terminal del aeropuerto Reina Sofía. “Tenerife Sur no está a la altura del esfuerzo que los hoteleros están haciendo en calidad; es necesaria una nueva terminal, no un edificio simplemente”,   dijo.

“Necesitamos que toda la cadena de valor de la industria turística tenga el nivel suficiente para mantener las cifras y la calidad del empleo que se genera”, apuntó. De la Rosa aportó también algunos datos de interés para conocer la magnitud del sector hotelero canario, como los 671 establecimientos registrados en las Islas, 246.000 plazas hoteleras, 177.000 extrahoteleras tradicionales y, según la última actualización disponible, 130.000 plazas de alquiler vacacional.

Marco López se alineó en su intervención con el planteamiento de Marichal relativo a innovar en nuevos productos para crecer. “El debate sobre la moratoria turística está superado; hace ya años que en el sector hotelero en las Islas jugamos a la calidad, no a la cantidad. Somos conscientes de que tenemos un territorio frágil, limitado, fragmentado y nos hemos adaptado a esta circunstancia, conocemos las cartas con las que jugamos”, dijo el director general de Dreamplace Hotels, quien apuntó que “existen en el planeamiento de Tenerife considerables parcelas hoteleras más por ejecutar, pero no se desarrollan porque no tienen la calidad necesaria”.

Para poder innovar y crear nuevos productos, apuntó Miguel Villarroya, es necesario que los empresarios tengan seguridad jurídica, un aspecto que a veces falla. “Seguimos sin contar en Arona con un instrumento tan básico y necesario como el Plan de Modernización y Mejora (PMM); el no tenerlo solo aporta inseguridad”, subrayó.

Vivienda vacacional

La vivienda vacacional fue otro de los asuntos abordados, igual que sucedió en la edición del año pasado. A la pregunta del moderador, Carlos Díez de Lastra, de si este producto podría enriquecer el destino, Marichal manifestó que “la gran discusión tiene que ver con la sostenibilidad” y es importante que el equilibrio que permite que Canarias tenga un modelo turístico de éxito no rompa la cadena de valor y mantenga el nivel de empleo. Por eso abogó por controlar las plataformas que comercializan las viviendas vacacionales e instó al Gobierno de Canarias a regularlas, “mejor con una ley”, para que no sean meras intermediarias, sino responsables civiles subsidiarias, como sucede en otros países. “Sabemos, según datos del Gobierno canario, que estas plataformas facturan anualmente en las Islas unos 50 millones de euros en comisiones por hacer de meros intermediarios”, recordó Marichal.

Sandra Guervós, por su parte, apostó por “jugar con la misma baraja”. “La competencia nos hace más fuertes, pero parece que tenemos a la opinión pública en contra, parece que los hoteleros somos los malos y luego damos un abanico abierto para permitir que otros jueguen con otras normas”, dijo Guervós, quien manifestó no estar en contra de la vivienda vacacional, aunque instó al Gobierno de Canarias a aumentar considerablemente el número de inspectores de Turismo y Hacienda para controlar esta actividad.

Para Javier Muñoz este debate es “complejo”. “Coincidimos en que hay que regular esta actividad para que coexista con el resto de negocios hoteleros, pero desde mi punto de vista no debemos perder de vista cuál es el modelo turístico que nos ha funcionado y que la moratoria de 2001 fijó en Canarias el germen del éxito turístico”, explicó. “Ahora debemos tener claro que incorporar masivamente plazas al mercado es sobrecargarlo, y este matiz lo considero importante”, añadió. Por eso, abogó no solo por regularizar sino por analizar también la carga que soportaría Canarias para seguir siendo ese modelo de éxito.

Victoria López se mostró contundente y dijo que no puede permitirse la vivienda vacacional mientras las administraciones públicas no garanticen su control. “No se puede empezar la casa por el tejado, hay que hacerla por los cimientos. Creemos primero la normativa necesaria, establezcamos un tope que permita la buena convivencia y después ya podemos permitir esta actividad”, dijo López, quien apostó también por “desaprender algunas de las cosas que hemos ido haciendo para aprender nuevos planteamientos”. Por eso, añadió, “debemos dejar de ser un destino refugio para ser un destino referente”.

“Hacemos un producto mucho mejor de lo que creemos”, salió al paso Marco López, convencido de que se debe poner en valor la experiencia del turista dentro del hotel y que la vivienda vacacional “vivirá siempre a rebufo del precio”.

Principales amenazas

Respecto a las amenazas a las que se enfrentan los hoteleros, Javier Muñoz afirmó que la más importante es la autocomplacencia. “Que ya tengamos 16 millones de turistas no es óbice para cruzarnos de brazos, aunque es importante resaltar que los hoteleros en las Islas “se han puesto las pilas a tope en la renovación de sus establecimientos, es fundamental entender que a pesar de que estemos cerrando con altas rentabilidades los ejercicios, es ahora el momento de renovar, aunque haya que cerrar al público los establecimientos”.

Finalmente, Miguel Villarroya recordó que las amenazas pueden convertirse en oportunidades para atraer a nuevos clientes, podemos captar a diferentes segmentos si somos capaces de darles buenos productos a todos, entre ellos, ejemplificó, la gastronomía. “A los millenials les gusta comer bien, igual a los de la Generación Z o a los baby boomers”, afirmó, y apostó por asumir la necesaria revolución tecnológica si se quiere ser inclusivo. “Hay que disparar directamente al gusto del consumidor”, sentenció.

 

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