Gabriel Escarrer (Palma, 1971) oversees the last details for the inauguration of the Torre Melina hotel (formerly Juan Carlos) in Barcelona. The iconic establishment reopens on January 24 after being closed for nearly four years and an investment of 40 million euros to transform it. And it does so with a full board under the management of Meliá and its most exclusive brand (Gran Meliá). The president and CEO of the company conceives this luxury five-star hotel as an urban resort open to the city, a destination that, he assures, maintains its appeal.
How was the project for this new hotel born?
For me it has always been an iconic hotel and I think Ferrater did a great job. Since it was created, I have been drawn to its gardens, the congress hall… I think it is the most complete hotel in Barcelona. Unfortunately, the former property ran into financial problems and suspended payments. It closed for good with covid and every time I passed by I thought it couldn’t be that such an iconic hotel was closed. So, at the hands of a partner with whom we have collaborated on several projects, Tony Chedraoui [founder of the Tyrus investment fund], we saw the opportunity to buy it. And here we have the result.
How does it differ from the old Juan Carlos?
There has been an investment of 40 million euros and a year of intense work to transform and improve it. We worked a lot with the City Council, highlighting the essence of the hotel and what it represents for Barcelona, ??especially the garden area and Torre Melina. We have reduced the number of rooms, from 438 to 391, completely renovated them and made them more spacious. There is also a very specific project to attract all the citizens of Barcelona, ??all the residents. We will make memberships for the spa, we have opened six different food and drink outlets, including the Erre restaurant by chef Íñigo Urrechu, when previously the hotel had only two outlets. Food and drinks should represent practically 50% of the hotel’s income. In addition, we incorporate an urban beach club called Beso, a concept that started in Formentera. And we have also created something very innovative for Barcelona, ??which no one has in the luxury segment, long-stay residences, much in demand by American and Middle Eastern clients. The goal is for it to once again be the reference hotel for Barcelona and its major events.
Have they reached an agreement with the City Council to extend the land concession?
We are in discussions with the municipal government team, and there is a predisposition to do so.
They also manage the conference center, which reopened in October. Is there a demand to hold events there?
In this case the land belongs to the Pons family and we have reached an agreement to extend its use. We are completely surprised by the reception it has had. This 2024 we have scheduled many small events, with which we feel comfortable. And for 2025 we already have several large-scale events.
What employment forecasts do you have for the hotel?
The prospects are very good. Barcelona had a very good 2023 and I think it will live a 2024 that will certainly not be worse. We will position the hotel in the high segment, with which the price will weigh heavily. But for this first year we should not have less than 63%-64% employment. We open with a large group that will occupy the entire hotel, and from February 1st it will be open to the general public.
They make a big bet for Barcelona. Do you believe in the future of the city?
Without any doubt. Barcelona has a really fantastic position. We already have eleven establishments here, fourteen in Catalonia.
There are speeches that compare it to Madrid and say that it is in a slump.
Madrid and Barcelona are complementary and selling them together would greatly help the international market. This is not the time to divide, but to add. Long-distance tourism, whether from Asia or America, comes for long stays and offering Barcelona and Madrid together is a very powerful combination.
Tourism is criticized for oversaturation. Is it a problem?
Certainly. It is not the time to continue growing, but to consolidate what we have good and, together, to design the tourist model that we love, both in Barcelona and Catalonia and in the whole of Spain. The problem of overcrowding is understood as an oversupply that has gone beyond its limits, that of tourist rentals. I believe in them, but not in a flat all by itself. They must be complete buildings or single-family houses, for coexistence. This overexploitation of tourist rentals, especially in the historic centers of large cities, has led to gentrification and loss of identity, and this is not good for the tourism we are looking for.
What needs to be changed?
Instead of focusing on the number of arrivals, we should focus on spending. There is a lot of mass tourism which for me brings nothing and is superfluous. I think it was very positive when all hotel licenses were suspended, but I also think that tourist rentals need to be suspended, to regulate where we want them and at what percentage.
Do you think it was a good decision, on the part of the previous municipal government team, to make a break in the granting of hotel licenses?
Yes, but the hiatus must be temporary and, with public-private collaboration, determine which tourism model we want. And this model doesn’t go for more, it goes for better. If it’s to stop for the sake of stopping, it doesn’t make sense. And stop definitively, either, because that does not go against competitiveness.
Have you been able to discuss all this with the new Minister of Industry and Tourism, Jordi Hereu?
Yes, and I took away a pleasant impression. Last week he called me into his office, because I am also the president of Exceltur, the largest tourism lobby with 34 of the most important companies in this country. He also advocates for Spain to be a reference in terms of social sustainability, with public-private collaboration. In his time as mayor of Barcelona, ??he was very involved with the development consortium and experienced first-hand everything that led to the uncontrolled boom in housing for tourist use. I saw him very sensitized to the subject and prepared to listen to the sector in order to work together.
