Hoteliers in Puerto de la Cruz have expressed their willingness to diversify and to find new products for the future.

The new Puerto de la Cruz Consortium is pleased at the response to an initiative raised with the hotel association Ashotel.

Talks have been held about various projects to revitalise Puerto and reactivate the tourism industry in the area. One of these is for hotels to look at what they present to clients and to offer a different approach with regard to themes, activities, etc. Six of the ten accommodation establishments in Puerto de la Cruz have already expressed their interest in doing so.

Ashotel president, Jorge Marichal presented the project at a news conference and explained: “This initiative allows tourism establishments in Puerto de la Cruz to properly position their products in the market through a change in their business models.”

It is hoped the ideas will allow hotels to improve their viability in the medium and long-term and therefore Puerto too. The project does not necessarily mean building improvements but hoteliers will be encouraged to explore private initiatives.

Consortium manager, Fernando Senante said the project was a clear and decisive attempt to renew the town’s hotel trade “through a process of innovation and creating new products that are attractive, different and targeted at specific customer segments.” Particular attention would be paid to sales channels and personalised relationships with customers to encourage loyalty. The consortium will offer its help in drafting new models and looking at feasibility studies.

Ashotel vice-president in the north, Enrique Talg said the efforts and support of hoteliers would undoubtedly lead to increased tourism and competitiveness, as well as new jobs.