Interview
Bruno Hallé, partner and co-head of Cushman & Wakefield Hospitality in Spain
Piscina Barcelona will focus on the strategic role of wellness spaces, pools and outdoor areas for the hotel industry. During the fair, Bruno Hallé, partner and co-head of Cushman & Wakefield Hospitality in Spain, will attend a panel discussion to speak to investors and managers about successful wellness projects. The session will feature important figures, including José María Rossell, CEO of Senator Hotels & Resorts, Meritxell Vilella, Marketing Director of the Aqua Hotel Group, Francisco Javier García Cuenca, VP of the Magic Hotel Group, Luis Rullan, Senior Director at HIP, and Alfredo Bataller, CEO of the Sha Wellness Clinic. With over 30 years’ international experience in more than 25 countries, Hallé is currently one of the most influential voices in hospitality, as the founder of Magma Hospitality Consulting, a member of the board of ITH (Instituto Tecnológico Hotelero) and the Spanish Tourism Board and a point of reference in investment and management trends. His role as the organiser, host and speaker at this Cushman & Wakefield seminar promises to provide insights into how aquatic facilities and wellness will continue to create value at the hotels of the future.
- With such a proven track record in the hotel industry, how would you define the current times for hotel investment in Spain and throughout Europe?
The hotel investment market is currently in excellent shape in our country. In our Hotel Investor Compass report covering Europe, we can see how the Iberian Peninsula is the most attractive region for hotel investors. There are several reasons for this perception, but, in my opinion, there are two very important ones: the hotel operating business has reached record highs in terms of income and occupancy, while the market continues to offer opportunities targeting a high return on capital.
- Lately we’ve seen how concepts such as wellness, pools and outdoor spaces have ceased to be added values and become key elements. What factors are driving this transformation in hotel projects?
For a number of years, the hotel industry has been aware of the importance of providing an innovative and quality product as a key factor in any destination or segment. In this regard, wellness spaces featuring pools can help to configure this offer with high added value, one which is of an experiential nature and in increasing demand. These elements can also diversify the public, so you can focus your activity on family or adults-only tourism, depending on the definition of the spaces.
- At Cushman & Wakefield, how do you assess the economic impact and revaluation capacity of infrastructures such as pools, spas and wellness areas at a hotel?
Hotel assets that provide these infrastructures or have the potential to build them have a higher value or revaluation capacity, as the case may be. Clearly, the infrastructure must be aligned with the overall concept of the establishment and in keeping with what the guests are looking for. The concept won’t be the same at an adults-only hotel and a family resort, but it will be an element with an economic impact on the marketing and the value of the asset. Incorporating this kind of infrastructure also helps to extend the season and, therefore, boost turnover.
- Many hotel projects are currently being promoted by investment funds and family offices. How does the wellness component influence your investment criteria? Is it decisive?
The hotel investment market has evolved into a mature environment with a high degree of professionalisation. Investors are analysing all the elements that may affect their investment and making their strategic plans in accordance with their needs and exit strategies. On occasions, if the asset needs extensive refurbishment for its repositioning, there may be investors who are more willing to assume the risk, because the return may also be higher. In any event, in the upper upscale and luxury segments, the wellness component should form part of the hotel product.
- You’re taking part in Piscina Barcelona at a seminar on the vision of pools and wellness held by managers and investors in the hotel industry. What attracted you to the project and what kind of value do you think this fair offers professionals in the sector?
I think what attracts us is the aspect of professionalisation that I mentioned. We must be able to analyse all the elements of a hotel asset, because the key to subsequent success lies in the detail. It’s in the interest of the hotel industry (both managers and investors) to fully understand the latest trends in the areas of pools and wellness, because they’re additional elements in the design of an attractive product that can even attract customers who aren’t guests during the day.
- What emerging trends can you detect in the design, use and conceptualisation of pools at hotels? What roles do personalisation and sustainability play?
ESG criteria are very much taken into account and, therefore, in the case of products such as pools and wellness that use up water and energy resources, we should analyse them in great detail. Besides, as you say, personalising and designing unique circuits or pools are distinctive factors that are appreciated by guests. In this trend, aquatic games are key in the formulas of family resorts, just as design can be in the adults-only segment.
- Artificial intelligence is beginning to play an important role in the hotel industry. What impact do you think it may have on the management of the spaces we’re talking about?
Artificial intelligence should help us to document ourselves and make better decisions in each area of the business. We’ve only reached the early stages of AI, but it’s sure to improve the product, helping us to optimise resources and anticipate trends.
- After so many years observing the evolution of the hotel sector, how do you see the future of the hotel+wellness binomial? How would you sum it up in one sentence?
After so many years going out together, I think we need to celebrate a wedding in style.
Cristina Benavides
Piscina Barcelona contributor
