Iberostar Looks Back At 2018 & Ahead To A Busy 2019
Bruce Parkinson, Open Jaw
Iberostar Bavaro Suites
Spain-based hotelier Iberostar had a busy 2018 with 13 hotel openings, and the growth will continue this year, with seven more properties set to open.
2018 revenue reached $4 billion, a year-over-year increase of 9%, and 4,000 new jobs were created. This increase was driven by the excellent performance of the hotel division and double-digit growth for its travel businesses.
The Iberostar Group reports that it is also moving steadily ahead with its ‘Wave of Change’ movement, with significant milestone achievements in all three of its key areas of action: the elimination of single use plastics; promoting the consumption of responsibly-sourced fish; and boosting coastal health. The company aims to serve as a benchmark for responsible tourism thanks to its ambitious sustainable management strategies.
Following the opening of 13 hotels in 2018, Iberostar will open a further seven this year, in Spain (Majorca and Madrid), Italy (Rome), Portugal (Lagos), Tunisia (Monastir and Sousse) and Turkey (Istanbul). The hotel chain add three new destinations and 1,500 rooms in the process. Iberostar says 2019 will also be crucial for the consolidation of operations currently underway in Los Cabos and Litibú (Mexico) and progress in other destinations including Montenegro, Aruba, Albania and Cuba.
With quality and innovation underpinning its value proposal, the Iberostar Group remains firmly committed to its ambitious plans to reposition and expand its hotel portfolio.
In recent years the company has invested more than $750 million in its existing hotel product, a policy that is set to continue until 2022 with further investments already allocated to Europe and America. As a result of these major investment efforts, all the chain’s hotels are now in the 4- and 5-star categories, and over 70% have been recently renovated. Following the new products created in 2018, this year will see new and exciting projects that will lead to new developments of its existing hotels.
Throughout 2019, the company will continue to invest in improving and extending its range of services, coming up with innovative concepts associated with gastronomy, personal care and wellness through its Fit&Fun program.
This will add to its offer of Star Prestige premium services and provide even better entertainment for its younger guests thanks to the new Star Camp program, which combines fun and recreation with value-based learning for kids.
The company will also continue its policy of digitalization as a means of optimizing guests’ experience with tools such as My Room Online, where customers can view 360º images in order to select their room during the booking process; the mobile app, a direct customer communication channel; or the online check-in system.
Bruce Parkinson Editor-in-Chief
An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.