By Mdb Digital

Copyright majorcadailybulletin

Mallorca’s hotel sector has urged other parts of the tourism industry to raise their game by investing in higher standards, warning that only a shift towards quality will allow everyone to benefit from record seasons like this year’s. Speaking at the 20th Risk Management in Tourism conference in Palma on Friday, María José Aguiló, executive vice-president of the Mallorca Hoteliers’ Federation (FEHM), said Balearic hotels were reaping the rewards of years of investment and repositioning.

“Each sector speaks from its own circumstances,” she told reporters. “The hotel sector is seeing the results of long-term investment and a commitment to quality. That work allows us to maintain a sound pricing policy. For years we were told to go for quality and raise the profile of our customers – and that’s what we have now. Other sectors need to make the same leap.”

Aguiló stressed that price rises must be matched by service of the same standard. “Customers know that if they are paying more, they expect quality service in return. Some parts of the industry meet that expectation, others don’t. Those that don’t need to do their homework,” she said.

Participants in Friday’s WTW conference at the Gran Meliá Victoria.

The conference, held at Palma’s Gran Meliá Victoria Hotel, focused on the growing risks facing the tourism sector. “To face risks, you need knowledge and security,” Aguiló said. “We are living in a time of volatility and uncertainty, where geopolitics affects all economic activity, and tourism is especially sensitive.”

On concerns about overtourism, flagged in a recent Balearic government survey of residents, she argued that growth was still necessary. “Economies can’t exist without growth. The key is not to grow more, but to grow better – to have sustainable success that allows for balance.” She added that the future lay in “betting on what brings most value – and that is the hotel sector.”

Aguiló also called for action against illegal holiday rentals, which she said caused “enormous damage,” and for a “natural shift towards tourism that is more sensitive to local communities and the environment.”

Juan Carlos Tárraga, tourism director at WTW, said progress was being made but warned the balance was “not an easy equation” and required measures from both the public and private sectors.

Miguel Sanz, director-general of Turespaña, said Spain faced the challenge of managing its recent success while moving towards sustainability and responsible tourism. He urged Spain and the Balearics to take a lead role internationally.

Referring to the new direct Palma–Abu Dhabi route with Etihad Airways, Sanz added: “Diversifying our tourist markets is a positive step.”