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The opening of Hard Rock Hotel Tenerife was marked with a star-studded Children of the 80s party. Claire Dodd joins the celebrations.
Freddie Mercury climbs atop the base of a palm tree. Arms aloft, he punches the air, directing the crowd every time the drum beat hits. By the bar, a surprised Cyndi Lauper welcomes a lace-clad Madonna with a big old bear hug. And at the back of the crowd, Boy George and Marilyn are clinking glasses and doing what every good pal does on a night out – watching for lipstick on the teeth.
We may be well into the 2000s, but that sure hasn’t stopped the stars of the 80s from making their way to Adeje, Tenerife for the opening of Hard Rock Hotel’s second European property. Opening party attendees have given it their all, dressing to the nines for the Children of the 80s theme. And though none of the stars in the crowd are real, the ones on the stage very much are.
Hard Rock and its partner, the Palladium Hotel Group, have gone all out to celebrate, with pop favourites, Rozalla (Everybody’s Free), C+C Music Factory (Everybody Dance Now), Blackbox (Ride On Time), and the YMCA-loving six-piece Village People all taking to the stage. Fireworks fill the sky, as neon-clad dancers boogie atop giant Rubik’s cubes.
Fun though the party is, it’s also a statement of intent. The duo has further properties planned for Europe, with a London Hard Rock Hotel slated for summer 2018, but Tenerife is a strategic win. As with Hard Rock’s Ibiza property – which opened in June 2014 – it’s set to change the holiday landscape on this Canary island.
Abel Matutes Prats, chief executive of Palladium Hotel Group, says: “Tenerife is a very different property from Ibiza. But both push forward the offer that visitors expect of those destinations. It’s a huge opportunity, because there’s no other place in Europe that has what we offer here.”
So, what is that offer? Unlike Ibiza, this hotel will be open year-round.
And it can best be summed up as chic, minimalist modern luxury, with a playful edge. With 624 rooms including 260 suites split across two towers, it’s much bigger than Ibiza. Guests on half-board can choose from six restaurants, each with a distinct style, from traditional Spanish flavours at tapas restaurant Ali-Ole to the modern Asian restaurant Narumi and steakhouse Montauk.
The on-site Rock Spa offers quirks such as musical massages and an ice room. And for guests wishing to live it up, the Rock Royalty levels, on the 13-15th floors of the Nirvana Tower (closest to the sea), offer exclusive amenities, including a private concierge, private lounge, VIP check-in and free spa treatments.
The decor is very also different from US properties such as Las Vegas. Pared-back luxury furnishings and white marble dominate the Tenerife property’s bright, clean spaces. But a Hard Rock staple – memorabilia – is here. Highlights include snaps of the Beatles holidaying in Tenerife in 1963, just before they shot to international fame, alongside outfits from Lady Gaga, Britney Spears and Elton John.
Most important to note is that the brand is targeting a much wider consumer group with the hotel than party-led Ibiza. With five pools including a big salt water lagoon, complete with DJ booth, and a family friendly-pool, it is looking to attract families, and those who want to relax as well as those keen to party.
A particular selling point is that all rooms have ocean views. And other musical flourishes such as being able to order a Fender Guitar or DJ decks (with accompanying headphones) for free via room service, may help.
Though all-inclusive isn’t available, it may be offered in the future.
All this makes Hard Rock very different from what Tenerife is used to, and may help the island attract a younger crowd.
Karen Blanchard from the Tenerife Tourism Corporation says: “There’s still somewhat of a perception in Britain that Tenerife is just beer, cheap holidays and high-rise hotels. That’s a small and diminishing part of the tourists that come. The average age for a British visitor is 47.
The Hard Rock is a very different product, so it’s going to attract a visitor that wouldn’t come normally.”
It’s an offer that seems to have gone down well so far with operators. Bookings for the season to April are around 70% occupancy, though Palladium says it hopes to push this higher once the site is established.
“It’s looking great, but obviously we would like 100%,” says Nacho Gozalbo Fernandez, commercial director for UK, France & Scandinavia at Palladium.
Gary Boyer, head of purchasing at Classic Collection, agrees that younger consumers may follow the brand to the island: “We feel that a clientele loyal to the brand will be anxious to book Hard Rock Hotel Tenerife. Hard Rock Ibiza has sold very well for us, with some lucrative group bookings from well-heeled single sex parties.”
But it is also showing it can balance the demands of families with those looking for luxury. Kids’ clubs – which each have their own dedicated spaces, play areas and rooms – include Lullaby (6 months to 3 years), Hard Rock Roxity Kids Club (4-11 years) and Teen Spirit for 11 to 17-years-olds, which includes a gaming area with Xbox Kinect, PlayStation and tablets.
Alan Cross, head of trade at Jet2holidays, says: “The hotel is a new and exciting addition to our product range. We know agents are thrilled to be offering it. Because of its strong brand and concepts such as an adults-only pool, swim-up bar, rock spa, and children’s splash park, it appeals to people of all ages. Early trends point towards more of the same success [as Ibiza].”
As the sun sets on my time on the island, there’s confetti in the pool, streamers in the palm trees and the giant Rubik’s cubes are now covered in empty champagne glasses. Theparty may be over but you can expect plenty more to come.
Book it: Classic Collection offers seven nights’ B&B at Hard Rock Hotel Tenerife, from £1,080pp, including Gatwick flights and transfers, based on two sharing in May.
NACHO GOZALBO FERNANDEZ
Commercial director for UK, France & Scandinavia, Palladium Hotel Group
WHO IS THIS PROPERTY SUITABLE FOR?
We have facilities for families, couples and seniors, and we are ready to welcome everyone here. This is not Hard Rock Ibiza. Yes, we plan on having music parties here, but this is a place to relax.
WHY WAS TENERIFE AN ATTRACTIVE DESTINATION FOR HARD ROCK?
It’s ideal for those wanting some winter sun, but still within Europe.
WHAT DO YOU THINK THE PERCEPTION OF THE HARD ROCK BRAND IS IN THE UK?
We are doing a lot of work on this. The British guest is more familiar with our Hard Rock Cafes. We have done a lot of work to show the niche we have, that it’s not about burgers and fries. This is about fine dining, a beautiful location and five-star bars. We’re still working on changing the perception of what Hard Rock can be. These are new products, so they need much more explaining. We are developing a very intense relationship with the trade that we didn’t have before.
WHAT WORK DO YOU HAVE PLANNED DIRECTLY WITH AGENTS?
Right now, we are working on our own training course – it’s been very successful. We’ve done several giveaways for stays in the hotel. And for early 2017, we’re preparing a plan of incentives, for different parts of the UK, so everyone can get their share. We’ve also just appointed Joanne Peters as UK agency sales representative for Palladium Hotel Group to work with the UK travel trade and ultimately drive agency sales.
