The Asolan employers' association considers that "Lanzarote and its consolidation as a leading holiday destination requires a constant renewal of its promotional strategy in the different market niches" and for this reason has announced that it will request the Foreign Promotion Society (SPEL) to create a strategic line and tourism promotion "to attract a market niche with greater purchasing power given the new 5-star hotel plant that the island has reached".
Asolan points out that "several establishments in Lanzarote have completed a process of renovation and modernisation in recent years", which it believes will bring with it "an improvement in the island's positioning in the sector", and that "several hotels have opted for a new luxury segment, increasing their category to 5 stars.
In this way, the tourism employers' association points out that 2019 starts with a total of eleven 5-star establishments, "which has meant an increase of 57% in luxury hotels". These establishments, according to Asolan, are the Hotel Meliá Salinas in Costa Teguise; the Arrecife Gran Hotel, the Hotel Villa Vik in Arrecife; the Hotel Hesperia Lanzarote in Puerto Calero; the Hotel The Volcán Lanzarote, the Princesa Yaiza Suite Hotel Resort, the Hotel Iberostar Lanzarote Park, the Hotel H10 Rubicón Palace, the Hotel Gran Castillo Tagoro Family & Fun in Playa Blanca and the recent opening of Hotel Lava Beach and the Hotel Boutique La Isla y El Mar in Puerto del Carmen.
Demands infrastructure and services "up to standard" for high-spending tourists
"This important change requires a different strategy and the implementation of a specific action and marketing plan to attract and satisfy this luxury tourist, but also with a greater demand for quality", claims Asolan, who considers that "this increase in 5-star hotels will not only result in a better positioning of Lanzarote as a high-level destination, but will also positively influence an increase in spending at the destination".
"But at the same time it requires that Lanzarote be equipped with tourist services and infrastructures up to the standard of this high-spending tourist", said the president of the employers' association, Susana Pérez, who concluded by congratulating the new 5-star hotels opened last December, the Hotel Lava Beach and the Hotel Boutique La Isla y El Mar, which will soon be joined by the Hotel Fariones, which will open its doors with a new 5-star category. "Three new establishments in Puerto del Carmen that will result in the quality of our destination and contribute to the positioning of Lanzarote both in the national and international market", she concludes.