Hard Rock Hotel Tenerife

A party all over, where the music of the 80s was the main protagonist, with the performances of Village People, C + C Music Factory, Blackbox and Rozalla, was the highlight of last night’s opening of the Hard Rock Hotel Tenerife, the new luxury hotel located in Playa Paraiso (Adeje), aimed at a young cliente, between 35 and 45 years old, with a high purchasing power, which is a real commitment to explore a previously unheard of market niche of Tenerife island.

That is the peculiarity of the second establishment opened by the company Palladium in Spain – whose main owner is the former Foreign Minister Abel Matutes Juan – after his successful experience in Ibiza, which coincides with a significant drop in youth tourism in the South in recent years 15 years, which the business sector attributes to an insufficient supply of leisure, both day and night. Now a powerful investment of 70 million euros has allowed to transform two three-star hotels and 1,000 rooms (closed in April 2015) into one of five with 624, of which 266 are suites.

Hard Rock Hotel Tenerife began to receive customers on October 16, 2016, has the parabienes of the sector and the main institutions, as it offers a differentiated product that brings quality to a top-level destination, such as southern Tenerife, although it has forced to activate a comprehensive plan to support the complementary offer of Playa Paraiso, directed, above all, to restaurants, retail stores and leisure facilities.

The Cabildo, the Ayuntamiento de Adeje and the Chamber of Commerce of Santa Cruz de Tenerife have been involved in this task, consisting of training courses, innovation, decoration and various actions to improve the tourist space. Everyone agrees that the opening of the new hotel and the customer profile that it attracts forces the establishments that make up the complementary offer of the area to make a leap in quality.

The director of Palladium Hotel Group, Abel Matutes Prats, said this week in a forum in Arona that the opening of the hotel “is an attraction for young premium tourism, which is usually the most consumed and spent on destination.” The director, who praised the hotel’s plan and the climate of the island, insisted on the idea that “the important thing is not so much the number of tourists that come, but its level of spending”.

The commercial director of the chain, Sergio Zertuche, was convinced that the bet of the company for the south of the Island will be a success and that will produce “beneficial changes” in the environment. Regarding the profile of the client, he aimed at couples, families and single singles “very identified with music”.

The mayor of Adeje, José Miguel Rodríguez Fraga, said that the new accommodation:

Hard Rock Hotel Tenerife will improve, enrich and diversify the tourist offer of Costa Adeje, the island of Tenerife and the Canary Islands.”

The municipal councilor highlighted the “singularity” of the hotel establishment because it is a product “differentiated and focused on a new visitor profile”.


Jorge Marichal, president of the Hotel and Extra-Hotel Association (Ashotel), pointed out in a recent report published by this newspaper that the South has lost more than 300,000 young tourists in a year, compared to the current statistics of arrivals with those of the boom of the 90’s and the beginning of the century.

“We must not give up this important source of income and the key is to be able to offer fun, but classy, ​​aware that this segment of visitors represents an important portion of the pie of the tourist business,” said the provincial president of the Hotel management and extrahotelera.

The Circle of Entrepreneurs of the South of Tenerife (Cest) also welcomes the thematic proposal of Hard Rock because it considers that it will contribute to lower the average age of the tourist that visits the Island, whose aging in the last years, To the “too strict” ordinances for the opening of new leisure facilities.

Courtesy of Diario de Avisos
Photo Sergio Méndez