Paradores leaves the Covid crisis behind and is launching itself to recover one of its main markets: the British, which is also the first issuer of tourists in Spain. And more specifically the one with the most purchasing power. But the current geopolitical context makes a new strategy necessary.
“The peculiar situation of the state of the British market with Brexit and its potential related to the growth of its international trips to Spain, as well as the current post-pandemic context and other external threats, such as the Russian invasion of Ukraine, make it necessary to carry out a complete reorientation and adapted to said market”, acknowledges Paradores.
For this reason, the public company has put out to tender the press, communication, public relations and marketing services of the tourism sector to introduce the Paradores brand in the British market. The contract has an estimated value of 180,000 euros and a duration of one year.
[Paradores consuma la recuperación: sus ventas hasta abril superan ya las de 2019]
The aim is for the winning company to provide the necessary and specific services for the promotion and presence of Paradores in the British market, adapted to their characteristics, helping to attract and contact British consumers with purchasing power.
The idea is, according to the technical specifications of the contract, to position Paradores as a key element to discover the culture and nature of Spain, enhance its concept and offer of hotels, spa and gastronomy in the press and promote the new Parador routes in the market, as well as any other new development that may be of interest in the United Kingdom.
Despite the fact that we are already in the middle of summer, Paradores will promote itself in this market afterward since “it expects a strong rebound in tourism towards Spain when all existing travel restrictions disappear.” Important to the company is the advanced vaccination process in the UK (including the booster dose), which “allows us to predict that this rebound will begin to occur, most likely, from the summer season 2022”.
In fact, so far this year (until May) Spain has received 22.7 million international tourists, almost seven times more than in the same period of the previous year. Of these, 4.6 million are British.
25% more income
Paradores faces this year its full recovery after the pandemic. The company estimated a few months ago occupations that in summer will be 8% higher than those of 2019. In fact, the public company will close the year with 25% more income, according to the President and CEO of Paradores, Pedro Saura.
Pedro Saura, president of Paradores.
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A recovery also marked by the increase in international tourism in the network of 97 inns. At the beginning of the year it was 28%, but now it has gone to 35%.
The plan of Paradores contemplates an investment of 300 million euros for the next five years which will come from the cash, Turespaña investments and European funds.
Paradores closed the 2021 financial year with three million euros in net profit, leaving behind the 63.9 million losses recorded in 2020. This was due to the recovery of gross operating income during the second half of the year, which which meant that it amounted to 228 million euros throughout the year.
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