Two weeks ago, the president of the Community of Madrid attended an event to support several five-star hotels, within an event called Luxury Hotel Sustainability Conferencewhich housed a palace located in the Barrio de las Letras. Isabel Díaz Ayuso assured that the region was experiencing “one of our best moments thanks to these luxury hotels. “They have helped Madrid take that leap thanks to the quality of the services they provide.”
The praise given to representatives of the Four Seasons, the Urso or the Villa Magna was followed by a speech in which Ayuso outlined the objectives he seeks when attracting clients willing to pay the 900 euros it costs to sleep a night in their rooms. “Both they and their children will want to live among us in the future, to work, to create their families here, to study, to put down roots,” claimed before saying that “it is a tourism that is committed to good taste.”
In one sentence, the leader of the regional PP outlined the guidelines of the policies that her party is applying in Madrid to create the conditions that attract a type of citizens with very high purchasing power. Regarding housing, the City Council has just approved a special plan to build apartments in Velázquez which will be sold for 13 million euros eachon average. This example is one of the many that have made it almost impossible to find apartments in the district of Salamanca for less than a million and that this area is the germ of what has begun to be called the new miami due to the abundance of numerous new neighbors arriving from Latin America with large capitals.
Many of these new Madrid residents are constantly on the hunt for the exclusive and are willing to pay 255 euros for a ticket to a summer cinema on a rooftop in Canalejas, as El País reported recently, or to pay large amounts of money to belong to a club only suitable for millionaires that has just opened on Serrano Street, next to Puerta de Alcalá.
This last place is called The Library, a bar-winery with high prices per glass (you can pay up to 94 euros for a champagne) and a Wine Society limited to 90 members, with an entrance fee of 6,000 euros to access its services. and an annual spending obligation on wines of at least 20,000 euros. “The society promotes connection and learning in an environment of luxury and absolute privacy,” they say about this environment on their website, where among luxury photos a quote from Karl Marx draws attention.
The series of luxury services also includes high-priced private education, infrastructure that both the Community and the City Council are also facilitating, to the point of forcing the law to the maximum in some cases such as Brewster, the school opened in Chamberí last year without a license. He did it in a historic building next to the Quevedo roundabout that the regional government had previously consolidated, spending three million euros of public money there. The fees for this center range from 6,000 euros per year in tuition for students aged 3 to 4 years to 22,344 for the last year (between 17 and 18 years old).
Mayor Almeida has also shown, like Ayuso, his public support for the luxury sector, which he devoted himself to as soon as he arrived in Cibeles. In a conference given at the Círculo Fortuny at the beginning of his first term, he highlighted “the importance of taking care of tourism with a high purchasing power” and that his Government’s actions were aimed at “reinforcing” “high-end tourism” that “also It has to be about gastronomy and quality of life.”
But the spearhead to attract all these tourists and potential Madrid citizens are exclusive sporting eventsmacro concerts like those that the Berbabéu and hotels can host. The mayor himself participates in regular events and meetings with the main brands of the latter and is also processing numerous special plans to convert old office buildings into four and five star tourist accommodation.
As a result of its policies, the brands Brach (Gran Vía 20), Nobu Hotel (C/ Alcalá 26), Melia Colection (C/ Atocha 83), Radisson Collection (C/ Moratín 52), or Nômade People (Gran Vía 11), a five-star hotel that will elevate the category of the Iberostar it replaces. It remains to be seen if this fever for luxury manages to overcome the first major setback suffered by the sector in the city, after the bankruptcy of the main operator of the gastronomic gallery in Canalejas.
If the Four Seasons continues in losses and with an occupancy of around 50%, its figures may end up affecting nearby projects such as the second UMusic that the Universal chain wants to open in Madrid: it will be right in front and to build it it will have to join three protected buildings for five years of works. His optimistic economic plan aspires to get closer to what the rest of the luxury hotels currently charge the rich who visit Madrid: 137 euros per diner in restaurants and 113 euros for each ticket to the theater.
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