Jordi de las Moras, Leisure Marketing Manager with Meliá
During one of the sessions of MITT 2015, Caribbean News Digital exclusively talked to Mr. Jordi de las Moras, Leisure Marketing Manager with Meliá Hotels International, who says that the company will stand for the Russian market.
How is the Russian market doing in Meliá hotels in such regions as Palma de Mallorca or Levante, in Spain?
The Russian market percentage has especially gone down in Catalonia. In 2014 nearly 1.200,000 Russians tourists came to Spain, 65 percent of which visited Catalonia. The rest is divided into 12 and 14 percent in Canarias, Mallorca and the coasts.
The impact suffered by the company in Catalonia is low, because most of that 65 percent go to Costa Brava, where we don’t have any hotel. The impact has been minor. The real thing is in Mallorca, where we have 5-4-star hotels. That’s where we believe we’re going to have a 35-40 percent decrease this year.
What are the areas or hotels managed by your company with the highest growth in terms of the Russian market?
The most significant growth has been reported in Mallorca, in hotels Sol Antillas Barbados and Sol Wave House, as well as Meliá de Mar in 2014. We have also gone up in Canarias.
What has the bankruptcy of four tour operators in two years entailed for the tourism decrease and Meliá’s references in Russia?
It has brought about the fall of the number of passengers, since one of the tour operators that went bankrupt wasn’t directly working with us, but through an inbound agency.
What tour operators do you think are taking the space left by those who failed?
Within the group of new players on the Russian field, who have been working very well over the past two or three years, I would highlight Coral Viajes. They are doing a great job, very unhurried.
What’s the percentage of Russians that were traveling to Spain and might now go to the Caribbean?
I don’t think that Spain’s customers have turned their eyes to the Caribbean. Let’s keep in mind that the clients of the Caribbean go there in wintertime and I don’t believe that the tourists that used to come to Canarias have now changed their course to the Caribbean. There are customers for the Caribbean and customer for Canarias. Our math doesn’t reflect that turn.
Did Meliá notice the fact that Iberia stopped flying to important destinations like Cuba, Dominican Republic, Puerto Rico and some other places in Latin America during 2012 – 2014?
No, we haven’t had that perception. Most of the customers we receive fly with Russian tour operators. We have had a fall because they have reduced their operations.
What did Meliá do to meet the needs of Russian tourists?
We’ve worked hard to make them feel like home in our hotels. First of all, we had our collaborators in every hotel speak Russian language, at desks, restaurants, bars, etc. The second step entailed the translation of all the information related to the Russian market. We finally adapted the cuisine to their preferences.
Do you think that gastronomy is a key element to Russians?
Yes, it’s very important.
How about the service?
Essential.
You have a significant presence in Cuba. What do you think that should be improved in those destinations so Russian tourists feel more comfortable and stay in your hotels in that country?
Our product is not only present in Cuba, but in Punta Cana, Egypt, Dominican Republic, Mexico. The product is there and it’s very solid, pretty-well positioned. We have to be capable of fostering our product and making people appreciate it.
Do you have any loyalty program so Russian tourists that visit Spain can also go to the Caribbean and your hotels in America?
Meliá has a loyalty program. It’s called Meliá Rewards and we give discounts and added values to those customers buying on melia.com.
Does it specifically target Russia?
No. It’s a loyalty program for the company’s customers worldwide.
How many Russians tourists do you receive on a yearly basis?
Spain receives 1.200,000. We understand that the Russian market is undergoing a complicated moment due to political and economic matters. So the company modifies the budgets and stands by the Russian market. The Russian market is very important for us, as it stands out in almost all our 5-star hotels in Punta Cana, in Mexico, with Paradisus brand, or Gran Meliá in Barcelona or Madrid. We will support them and hold our ground, working hard.
