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

Berlin – the music capital: a week full of discoveries

The weird sounds of the Underground Sound Festival are reverberating through Alexanderplatz U-Bahn station. Smooth beats are flying from the former imperial post office in the direction of Oranienburger Straße. And techno basses are pounding over the grounds of the former Tempelhof airport. From 7th to 11th September the international music world will have its gaze firmly fixed on Berlin. For this is when the Berlin Music Week will transform every nook and cranny of the city into an exciting, throbbing music metropolis – music capital Berlin. There will be top-class events taking place everywhere: from Mozart marathons at the Berlin Festival and the Berlin Clubnight via the Popkomm International Music Fair through to the all2gethernow music trade meeting. It promises to be a week full of creativity and discoveries.

Berlin Festival: celebrating in the airport

Pop and dubstep, hip hop and psychedelic, tech house and post-punk – the diversity of the “Berlin Festivals” is unique in itself. On 9th and 10th September over 60 bands and DJs will turn the Tempelhof airport’s landing strips and hangars into a musical hotspot. Headlining names include the shooting star James Blake, his London colleague Boy George or Mr. Ozio, the grandmaster of French electronic. But the absolute top act is the Beginner band from Hamburg, who made a name for themselves with hits like “Liebes Lied” (Dear Song) and are appearing together on stage for the first time for seven years. And when the airport lights go out at midnight, the partying will continue until the early hours at the Xberg club: with DJ sets, gigs and performances in the Arena Berlin, the Arena Club, the Hoppetosse and the Glashaus.

Come to Berlin and stay with us at Axel Hotel Berlin!

More info: http://www.visitberlin.de/en

To all the experiences that accompany any stay with us, now we add this new and exclusively social network that will be at your disposal whenever you come to stay at any of our hotels. AxelPeople has been created to share unique, exciting and positive experiences, following the heterofriendly philosophy that prevails in  Axel Hotels … where “anything can happen”.

“Walls will be an option” for those who choose Axel. To access the network you just have to make a reservation through the Axel Hotels web site, or by phone or via e-mail. After due confirmation, you will receive a code with which you can access Axel People, define your profile (you can define the degree of privacy that you want to have), and begin to interact on the net from that moment on.

Among its areas, we can highlight the Lobby, which is a wall in the “Facebook” style in which users can publish their contents and even show their global position. Or the Events category, where the hotel maintains their clients updated on the most important parties and events in the city.

The most important feature can be found in the section called Rooms, where you can see who is staying in the room next door (only if the client whishes to publish that information), and begin an interaction that, who knows, might be the start of a wonderful story, or simply a new way of making friends and getting to know people. But the you won’t be the only one present in Axel People, the different hotel areas will also be part of the experience in a personalized way. In this way, the Sky Bar Terrace, the wellness area and even the Kitchen Restaurant will offer exclusive promotions that will offer the clients the possibility of interacting with the services offered.

What are you waiting for? Come to Axel Hotels and start joining Axel People!

In Argentina, when the thermometer low, the Axel Hotel Buenos Aires temperature rises. In June we have two actions that you can not miss to enjoy the warmer climate and atmosphere of the city. On June 9th  beats will accompany you with Rumba, Samba and Mambo, and 23th. we’ll offer you a concert of Ultratango.

Do not hesitate and come to visit us with the special package Hot Winter Pack in Buenos Aires that we have prepared for you:

• Stay
• Dinner
• Access to wellness
• Late check out

Cheer up! You wait a month full of activities to keep warm!

Contact us – Tel. (+54) 11 4136 93 93 • buenosaires@axelhotels.com

On June 9th. Axel Hotel vibrates to the sound of Rhumba, Samba and Mambo thanks to the brilliant saxophonist Yamile Burich, along with guest singer Suhel Mahmud. As usual, we will be delighted with Latin rhythms and, in this occasion, we’ll enjoy also with the participation of some special guests: the best Cuban musicians.

An unforgettable night to enjoy with the rhythm of Cuban music. I’ts fun time!

On June 23 we will introduce Ultratango, an innovator Argentine Quintet who has created a new style of contemporary and modern music: electronic music fused with tango. The group is composed of the brothers Leo and Gaston Satragno (keyboards, programming), Braulio D’Aguirre (drums), Julio Perez (bandoneon) and Sami Abadi (Violin). Ultratango will tribute to Astor Piazzolla not to mention the great classics of tango.

A new way of feeling tango…. at the Axel Hotel Buenos Aires.

Contact and Information: (+54) 11 4136 9393 | buenosaires@axelhotels.com

In this exhibition you can enjoy pictures of musical instruments, especially those belonging to the family of wind, one of his favorites, as expressed by the painter. The elements of his pieces, applied decision, prompting state and join a variety of textures. ” The Way of Energy ” shows the construction of an image born of balance between the force of matter and energy of the personality of the artist.

Patricia has received the “Ring of Art, Notable Women” because of her TV show: Culture A Day. This cultural news space includes both the visual arts such as theater, music, film and literature. The program also offers equal opportunities for both established artists and to the novice.

We’ll be looking forward to your visit to hear the inspiring work of Patricia! It will be open to the public in an exhibition in different rooms of the hotel until July 31th.

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…”

On 12 Sabrina Gonzalez, Argentina exquisite singer dedicated to Blues and Jazz, will perform hits of African American music accompanied by guitarist Maximiliano Hraceck and special guests. Their repertoire will not forget the standards of jazz and soul on a different night, full of the best rhythm and swing.

Shortly thereafter, on Thursday 26, we present the concert Echoes of Paris, New York and Rio Suhel singer and actor Mahmoud, a frequent guest at the musical evenings of Axel Hotel Buenos Aires. Accompanied by his trio, invited us to visit these magical cities through its music and rhythm. An imaginary journey and intimate, full of charm…

THURSDAY, MAY 12, 22:00 H. AFROAMERICAN music

THURSDAY, MAY 26, 22:00 H. ECHOES OF PARIS, NEW YORK AND RIO

“The freedom to pursue one’s own sexuality is part of an individual’s freedom of expression,” said Justice Carlos Ayres Britto, the writer of the opinion.

The vote was 10-0. One justice abstained due to previous statements in favor of same sex civil unions.  A few here in the States will argue this ruling is nothing but separate and equal. Advocates in Brazil are having none of that.

“There is something to celebrate this result,”  said Cleber Vicente, project coordinator for the Rainbow Group in Rio de Janeiro (as reported by the country’s state run the state-run Agencia Brasil). “It is a struggle that stretches for over 15 years.”

This decision makes Brazil and Argentina as the two South American countries to recognize gay relationships. [UPDATE: As Jay reminded in the comments, Uruguay passed civil union legislation in December of 2007]

The separate but equal debate is worth having, but this decision is all success. Sure the word marriage is missing, but please consider this: a country, with an extremely large Roman Catholic population, just gave legal recognition/rights to gay families. If this isn’t a win, then the word is meaningless.