Although most of the usual commercial actions in tourist complexes, resorts, golf courses, etc., tend to focus on international markets seeking beneficial business niches for properties and companies, today we are going to focus on the potential that local markets can offer us. In this case, as we are doing from Sotogrande, we are betting on very specific markets such as Gibraltar: Betting on the local market in the hotel and golf business.
It is not my intention to show commercial and marketing directors where they have to focus their efforts to promote and create campaigns that yield a positive return on their complexes’ income statements. However, we do want to point out the benefits of the markets right around us that, without a doubt, could bring us added value, helping to break the dreaded and tedious seasonality.
The Potential of Gibraltar
Gibraltar houses a population of about 29,000 inhabitants in an area of less than 7 km². It has an economy based on the service sector—mainly as a financial center, tourist hub, and free port—and a per capita income higher than the national average. Taking advantage of its privileged strategic position, it has a naval air base for the British Armed Forces.
Of those 29,000 inhabitants, the number of companies and corporations doubles due to its highly specific financial and tax situation. This is why large financial multinationals and the gaming world have established their residence in such a small territory.
In addition to this business, its naval base has cruise ships full of clients who disembark at its local businesses, hotels, and entertainment venues, visiting all the offerings we have in our territory without leaving the border.
Taking Action: The Sotogrande & NH Hoteles Strategy
That is where my personal commitment to this local market is focused, and that is why I am laying the foundations for promotional tools and establishments with the potential to project the services and products we offer from Sotogrande and NH Hoteles.
As an example, today we have closed a very particular and exclusive agreement with a highly important leisure establishment for our chain’s products: Golf, playing rights on our golf courses, events in our hotels, and our real estate products.
“The Golf Box”, a company dedicated to attracting corporate clientele from Gibraltar and international firms, offers its facilities for the promotion—in addition to its simulator and restaurant services—of the products of its exclusively affiliated partner in Spain.
Why not bring all your clientele to our complexes? That is the idea. The potential of the Gibraltarian and British client is very strong, with a per capita income well above the national average, and with an extreme fixation on national products.
The Reality of Local Awareness
Many times we believe that we are in the “middle of the street” (the center of attention), that people wake up in the morning thinking about visiting our businesses, our golf courses, and our hotels and resorts. It is actually quite the opposite.
When you actually get in touch with the businessmen and residents of this territory—which we use as an example, as it can be extrapolated to other local markets close to our business complexes—you realize that they do not know everything our products and services can genuinely offer.
In line with the previous paragraph, from here I place my bet on “local markets”, on “door-to-door” visits for local marketing, and more specifically, from my position at Sotogrande and NH Hoteles, on the agreements we are closing to strengthen our brand and continue commercializing all our assets.
