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City and finance


09 Nov 2016

BY Tom Parry

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Hard Rock to boost 18-34s in Tenerife

Palladium Hotel Group has said the opening of its new Hard Rock Hotel Tenerife property will enable the company to bring a younger client base to the Canary Island.

Tenerife Costa Adeje Promenade

Palladium is aiming for a younger clientele in the Canaries

Speaking at WTM London, the group’s associate marketing director Nuria Pizarro said the new addition to Palladium’s portfolio – which soft-launched on October 15 – was a means of boosting the numbers of 18-34-year-old travellers holidaying in Tenerife.


Pizarro added that according to Palladium’s own research, currently more than 50% of international visitors to Tenerife were over 55 years old.


“We are now pushing to get the fans of the Hard Rock brand to come and stay, and the opening of the hotel will help us to attract a younger clientele – that’s solo travellers, young couples and young families,” Pizarro said.


The five-star property, which is the group’s first in Tenerife, is located on the island’s southern coast near the town of Adeje and is due to have its grand opening on December 15.


Pizarro said the group expected the UK market to be its largest for the property, with Spanish travellers ranking second and Germans third.


Focusing on the UK market in particular, Pizarro said Palladium would be introducing its first full-time agency sales representative onboard from December to drive business to the hotel through the travel trade and to offer agent training.


“To us, the trade are the best ambassadors for a product so it is so important we can educate them about what Hard Rock Hotel Tenerife can offer and that we work with them,” she added.


Pizarro added that Palladium had also earmarked the Dutch and Belgian markets as having a “great amount of potential” and would be “investing strongly” in advertising and marketing in the countries.

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