Juan, you chose to position your hotels as HETEROFRIENDLY, a variation on the term ‘straight-friendly’ frequently used, what made you decide to choose this brand adjective as opposed to GAYFRIENDLY or simply GAY?

“The Axel hotel chain started with our Barcelona hotel which used to be a gay-only
hotel.  Typically our guests come from the US and Spain for the major part, followed
by the UK and France, and with the remainder coming from the rest of Europe.
Depending on the time of the year, the hotel has got a varying percentage of gay
people.  In the summer – July, August and September – 90% of our customers are
gay.  However, if you come during the winter months, the period when Barcelona
hosts various international fairs, the clientele tends to be a lot more mixed.” [...]

We want everybody to be welcome but we still want all
our potential customers to know that it is a hotel focusing on the gay community,
and if they are comfortable with it, that is excellent.  If they are not comfortable
being amongst gay people then they are not welcome here and should go to other
hotels. On average, throughout the year, the hotel is around 70% gay and lesbian
and 30% heterosexual.  We chose not to use the label ‘gay-friendly’ as we feel the
term has been overused. [...]

“We also chose not to position ourselves as a gay hotel because sometimes gay-only hotels
can be a little ‘too gay’ and some of our customers prefer when we are mixed.  We
are not and do not want to be a gay ghetto, we want everybody to feel welcome but we still want all our potential customers to know that it is a hotel focusing on the gay community.  We are a hetero-friendly hotel.” [...]

You initially used to be a gay hotel but then you decided to transition to heterofriendly, what did that entail?

“I believe that to position yourself as heterofriendly you have to open as a gay hotel
first and you have to be known and well-recognised in the gay community as a gay
brand or a gay product focusing on a gay clientele and then and only then you can
transition to heterofriendly product or brand.” [...]

“The danger comes when you start
welcoming girls and straight friends of gay men to a place, be it a bar or a club, the
place then starts becoming popular with these girls and their girl-friends, the ratio
has become a shrinking 70% gays, the remaining being 30% of straight girls.  Then
all of the sudden heterosexual men chasing after the girls start transforming the
place and really unbalancing the ratio. After a few months, you are not a gay bar or
a gay disco anymore, gay men have stopped coming and you cannot even pretend
to be gay friendly anymore.” [...]

Do you think that a HETEROFRIENDLY positioning will also appeal more to younger
gay people?

“The fact is that the older generations of gay men, those above 40, are typically more
used to the gay community and are not as open as the younger gays are now.  The
younger gay people like to mix when they go out, they like to be surrounded by
girls, boys, straights, gays, everyone together because they don’t care.  I guess the
fight for equal rights by the older gay generation has borne some fruits.  In the
same way as the young generation who seek such more mixed surroundings, we did
not want a hotel that would be catering for a ghettoised gay grown-up clientele, we
wanted to welcome everybody.  We realised that when our more grown-up guests
came to the hotel they liked to see younger people and that the younger people
wanted to see a mix of people.  The Sky Bar, the roof terrace bar of the Axel Barcelona is generally very mixed, except for the two specifically themed parties that we offer each week,  1 gay and 1 lesbian.  It is generally filled with 60% gay men and the 40% remaining is composed of straight men and women as well as lesbians.”

Was it difficult to get your family to support and invest in the hotel?

“The hardest part was not my family, it was the banks.  My background was not from
the hotel industry and nor was my family’s.  I have a marketing background and
studied economics and did an MBA.  However, I had been interested in the hotel
business ever since I was a child.  I eventually gained some experience working for
an international Spanish company, but always knew that I wanted to do something
for myself.  I was working on a Relais & Châteaux project for which I secured the
financing.  I realised then that there was a gap in the market with a niche for gay
hotels.  I researched and studied the opportunity and realised that the only gay
hotels in the world where usually in holiday destinations in the US or Europe, in
places like Fort Lauderdale, Key West, Provincetown, Sitges, Mykonos, etc.” [...]

“I realised that the niche opportunity was
to focus on the gay community and offer them very nice establishments in the
centres of large cosmopolitan cities that are favoured destinations of gay tourists.
Of course, I had to buy the building and I put all my money into it, and while my
family also took part in the investment, I still had to find a bank that would become
the biggest stakeholder.  I had to visit several banks and convince at least one of
them of the validity of my project.  You can imagine how some of the meetings
would go – you would have at least 10 men, all dressed in black or navy suits,
looking sternly at you while you tell them that you are gay, that you have a project
of opening a hotel that will focus on the gay community and that it will cost around
€12million.”

Did your bank manager provide the necessary financial support due solely to him
seeing a good business opportunity or was the bank itself actively engaging in
attracting gay businesses?

“I did not knock on the door of a particular bank because of a specific program to
support the gay community.  I just went to several of the major banks, and selected
this particular one because I got the best feeling.  The project financing was entirely
driven by this specific bank manager who could see that the project was good.  He
had an important position in the bank, I am not sure if he was gay or not, it should
and does not really matter, the key was that he was smart and that after a few
conversations he could see the great potential that my project offered, he liked my
business plan and looked at the pros and cons.  I was buying the building in 2000,
before real estate prices climbed to the 2007 peak level and before the 2008 crash
and therefore, this looked like a good opportunity for them.” [...]

“I do not think that today any bank in Spain – and I would venture even in Europe -
knows or has got any active successful program to capture the pink euro.  In 2000,
there definitely were none.  I know some Spanish banks have tried to do small
campaigns for supporting gay businesses but never with any real consistent
marketing strategy.  Generally, these are sporadic campaigns, very localised and
never part of a real strategy.  In some cases companies have tried to position
themselves as GAY- FRIENDLY, but frankly, in our day and age, in liberal societies
and in the environment in which I move, who is not gay-friendly?  You only need one
gay customer to be gay-friendly and you do not even have to treat them particularly
well – and the gay community has caught on to this.” [...]

What is your view on some of these large international hotel and resort groups’
strategy to open gay hotels?

“Some of these companies have indeed stated that they are looking to open gay
hotels and if you, for example, look at Thomson holidays they too are looking to
brand some of their hotels as gay or gay-friendly. Are they looking to offer a special
package-holiday for people going on a gay holiday? How many gays will there be at
the destination? Is it even a gay destination? Who decides whether their hotel is gay
or not?  As you can imagine, I know a lot of the hotels of Barcelona, the Axel hotel is
in the official tourist guide together with some other hotels that are supposed to be
gay-friendly.  Let me tell you, their owners and their management are not gay, and
some of them are as unfriendly to gays as if they were the bishop of Rome!!!  I do
not know how they can have the audacity to claim to be gay-friendly.  In truth most
gay-friendly hotels are really simply trying to widen their revenue sources and as
such will target the gay market.  They will of course treat gay customers in the same
way as they do all their other customers, however they will not make any efforts to
attract gay guests nor attempt to engage or support the local gay community, their
only aim is get a share of the pink wallet.” [...]

For the entire Interview click here

Ricky Martin spoke about marrying in Spain last year

Puerto Rican pop singer Ricky Martin was given Spanish citizenship today, the country’s government said.

The star, who came out in 2009 reportedly wants to take advantage of Spain’s gay marriage laws.

Spokesman Jose Blanco told a news conference that ministers had agreed to grant him a “letter of naturalization”, issued in special circumstances, because of his “personal and professional links with Spain”.

Spanish newspaper El Pais reported that Martin sought citizenship in order to marry boyfriend Carlos Gonzalez Abella, with whom he is bringing up his twin three-year-old sons.

Spain passed legislation allowing same-sex marriages in 2005, only the third country to do so at the time, with 20,000 gay couples entering into marriage since.

Appearing on the Larry King show last year, he had said: “I would get married… There are many countries around the world where same-sex marriage is a right. Not in Puerto Rico, unfortunately. And not in many states in America.

“Yes, we could go to Spain and get married. We can go to Argentina and get married. But why do we have to go somewhere else? Why can’t I do it in my country where the laws are – you know, protecting me?”

He added: “I can go to Spain. I have many friends in Spain. And get married. And make it very beautiful and symbolic. But… I [can't] do it in the backyard of my house. I want to have that option. I don’t want to be a second class citizen anymore. I pay my taxes. Why can’t I have that right?”

Minimum 3 nights> 16% off Best Available Rate
Minimum 4 nights> 20% off Best Available Rate
Minimum 5 nights> 22% off Best Available Rate

CONDITIONS:

Offer subject to availability.
Booking period until 30/12/2011.
100% cancellation fee. Cancellations or changes will entail penalty of 100% of the total.
Reservations are not refundable.
Offer valid for rooms Axel City Doble Estándar y Axel Premium, prices only
accommodation and included VAT.

And if you want to make a marriage proposal, just do it in the most original way. Symposia can also help you with your Commitment Circuit. On this occasion, a personal assistant will accompany each of you for a day full of surprises and details, until you meet the perfect environment to make the great proposition. The spell of the entire journey will ensure success.

In addition, the Axel Hotel Barcelona can be an ideal stop on any tour of these two Circuits: the cozy Kitchen for breakfast, the soothing treatments at the Wellness, cool environment of the Sky Bar and Ground Bar for a cocktail, the sexiest room for the night … And the best part is that all these great services will have a 20% discount for all our Axel lovers. Just contact Symposia to get advise from the best professionals.

Go ahead! If you were thinking about preparing something special and did not how, test the most seductive experience by Axel & Symposia!

www.symposiabcn.com
info@symposiabcn.com
Tel.: 647 577 727 – 605 916 322

Do not miss the opportunity to get the latest available rooms for these dates in an offering that includes:

• 20% discount on room rate
• Breakfast
• Free wifi
• Free access to the Wellness

This offer will be available only for bookings made via mail (barcelona@axelhotels.com) enclosing this newsletter until the 15th. June.

Subjected to availability

Valid until June 15

For the third year running, Barcelona is well into the preparations to welcome you to the most important LGBT pride festival in the Mediterranean – Pride Barcelona’11. The main celebrations will be on the weekend of the 24th, 25th and 26th of June, but entire festival includes a program that runs from the 18th to the 28th!

30 charitable associations, many local businesses and the entire LBGT community have again united to organise a new pride for the city – offering ten days of culture, sport, debate, entertainment and parties. Pride Barcelona is a major free not-for-profit event that both celebrates the best of the Catalan capital, but also promotes inclusion and visibility in the major Catalan towns and cities.

Spain is a shining example of LGBT Rights, and is already on the global map for pride celebrations in Madrid and Maspalomas – always reaffirming our open, respectful and tolerant character. Barcelona is now firmly placed on that map – growing bigger and better every year.

Barcelona Pride could not be organised without the support and generosity of the sponsors and collaborators. Axel Hotels is one of them and we want to invites you to come to the gay Pride and stay at the Axel Hotel Barcelona.

Come and experience Pride Barcelona 2011. See for yourself why this new event is now among the greatest pride celebrations in the world!

With this new service, Axel Hotel Barcelona offers, both its guests and anyone who wants to make a break after an intense workday, a place to relax and share the best moments of the day around a good glass of wine. In addition, a small tapa`s menu joins the exquisite selection of wines by Castillo de Perelada and a selection of three “guest” wines is added weekly to please every palate.

After this delicious time nothing better to complete the evening than going to the Kitchen, the Axel Hotel Restaurant, where customers can live the perfect end for a night full of flavors, music and good atmosphere. The Wine Bar of Axel Hotel Barcelona has a privileged location in the heart of the city (Aribau -  Consell de Cent) in a very popular business area where people will enjoy a truly relaxing moment after-work.

Daily opened, from 19 h to 00 h.

]]> http://www.axelhotels.com/live/axel-hotel-barcelona-presents-its-new-wine-bar-by-perelada/feed/ 0 http://www.axelhotels.com/live/sky-bar-axel-hotel/ http://www.axelhotels.com/live/sky-bar-axel-hotel/#comments Tue, 17 May 2011 08:49:26 +0000 Axel Hotels http://www.axelhotels.com/live/?p=2735 The new expanded terrace of the Hotel, Sky Bar is the place thought to enjoy both day and night. During the day, its sun loungers and pool are perfect for sunbathing and cool in the hottest days. At night, the Sky Bar becomes the ideal place to enjoy the summer atmosphere of Barcelona and the [...]]]> The new expanded terrace of the Hotel, Sky Bar is the place thought to enjoy both day and night. During the day, its sun loungers and pool are perfect for sunbathing and cool in the hottest days. At night, the Sky Bar becomes the ideal place to enjoy the summer atmosphere of Barcelona and the most inspiring cocktails in the new chill lounge & bar area where you will find people most cool and fun way to Barcelona.

It provides spectacular views of city of Barcelona with the Sea on the background, and feels closer to heaven as you swim in the pool or Jacuzzi and have a drink or a snack to the rhythm of the music and atmosphere Axel.

Come and enjoy a perfect summer day in the terrace of The Axel Hotel Barcelona.

Nonstop SKY bar: 12am – 1:30pm
Lunch & dinner snacks Hours: 1:30pm – 4pm / 8:30pm -11:30pm

RESERVATIONS: +34 93 323 93 93 – barcelona@axelhotels.com

Barcelona, Buenos Aires and Berlin are our Axel Cities, we love them and we wanted our fans shared their top tips for enjoying them.

During the promotion we recieved a lot of pharses, opinions and advices and we want to share with us some of them:

“Having the pleasure of staying in the Jewel of Barcelona, Axel Hotel Barcelona three times, my tip is to stay longer. Extend your stay by at least two days as Axel Hotel Barcelona has too much to see itself. So, spend two days poolside and relax a bit. Get to know the staff and the clientele as I have made friends for life. You should too…so, stay two extra for you.”

“Enjoy shopping Berlin with Kadewe two steps away. Enjoy gay Berlin with bars and restaurants one step away. Or just enjoy stylish Berlin and stay where you are… at Axel!”

“Of course , for parties during night and day. Barcelona is a city for smiling people who can find a great beach , great parties and a protected environment just a few walks away from the city.”

“Although the culture and nightlife in Berlin is one of the best in the world (the best in my opinion) people travelling to Berlin should always take the time to visit the gay holocaust memorial. The gay men and women who were caputed during the holocaust are not generally regarded as victims of the holocaust so even if only 1 couple reads this and goes to visit it it will keep the memory of these people alive.”

“Axel Hotel Barcelona gives you a first class experience. Take in the details. From the lobby to the rooftop the hotel is gorgeous. Axel provides the ultimate “heterofriendly” accommadation. From the moment you walk inside you feel that we have finally arrived. You are in the gay neighborhood. Bars, clubs, restaurants and shops are just minutes from Axel. I love restaurant La Flauta. It is only one minute from the hotel”.

“The Axel Berlin, was at the top of our list after a long day…. but the Day we spent at Gleis 17 and Sachsenhausen was the most humbling touching experience of my life!! Berlin is an absolutely amazing city with so much history packed into it!!”

“For sure Europe’s leading city for a combination of Culture, Dining, Partying and Beach in a gay and heterofriendly way !”

“While the nightlife is amazing and the tourist sites are incredible, nothing beats a lazy afternoon at an outdoor restaurant ordering tapas and sangria and watching all the beautiful barcelenos walk by…”