Gabriel Riera. Marketing Director for Hotels Beds
Q- Gabriel, tell us why you’ve just waited for this moment to change the trademark.
A- The receptive group that made the decision about Barceló Travel has also evolved, just as markets have done in recent years. We thought this was the right time for a change of looks in an effort to separate receptive tourism from travel agencies, and also draw a line between us and sale agencies operating in Spain. By doing so, we put the image of the company and the image of receptive tourism on the opposite sides of the fence. This avoids any kind of confusion whatsoever. Two years ago, we founded Barceló Destination Services, and you bet that scored a big hit. Now for the presentation, we’ve chosen the WTM, one of world’s major travel fairs, while the presentation we’re planning to do at FITUR will serve as a complement to this one.
Q- Why did you choose pink as a corporate color?
A- For many years, the Barceló Group’s operations have been identified in blue and yellow. So, we picked pink as a way of setting ourselves apart from those two colors. We huddled with the personnel of our publicity agencies and had a lot of fun skimming through the different proposals. We believe pink is closely linked to modernity, is very much in sync with our style and, above all, is completely different to the other colors. Pink kind of gives you, you know, nice sensations that paint a knee-jerk picture of a bed in your mind.
Q- How’s the market evolving?
A- In a brisk and selective way. Two years ago, we set up an online booking system exclusively designed for our professional customers. The system is going smoothly and it’s gotten two enthusiastic thumbs up in the market. This drove us to create a philosophy for www.hotelesbed.com that uses one of the finest search engines for tour operations that money can buy right now.
Q- Could the agency network have access to this online booking system?
A- No, it’s just for tour operations.
Q- What advantages does this system offer to customers?
A- Most of all, speed and cost cutting. In the past, bookings were supposed to be made via fax. Today, you’re just one click away from a reservation, and that saves plenty of time and money.
Q- How many destinations are you working on right now?
A- Spain, Portugal, Andorra, Turkey, Bulgaria, Rumania, Costa Rica, the Dominican Republic and Mexico. That amounts to nine destinations in all.
Q- Which are going to be your oncoming additions?
A- The United States, the U.K., Greece and France will jump on the bandwagon in 2004.
Q- How does Hotels Beds expand?
A- We’ve got two ways to grow, I mean, real organic growth in terms of international expansion: either by opening new offices or by acquiring so-called implanted companies in other countries.
Q- Are you going to enhance existing services, too?
A- From a receptive standpoint, we believe every destination has its own features and needs different services. That’s how we help tour operators pry open new markets and make big bucks.
Q- You’ve been rubbing elbows with your competitors in the Global Village during this year’s WTM…
A- That’s right. For the first time ever, we’ve had a stand inside the Global Village. In the face of the new way reservations are made, we’re unveiling our brand-new online booking system and making the most of our direct competitors.
