The new hotel manager of the establishment, Mariola Carbajo, highlights the surge in last-minute bookings and the growth of markets such as the United States and Canada.
The Gran Marbella Resort faces the summer season with occupancy forecasts that it describes as "very good," according to its new hotel manager, Mariola Carbajo. In her first weeks at the helm of the establishment, Carbajo has noticed a change in traveller behaviour: last-minute demand is reaching record levels.
"Marbella continues to be one of those destinations that many people decide on almost impulsively when looking for sun, gastronomy, quality and lifestyle," explains Carbajo. The executive, who took on the role coinciding with the start of the high season, has used these first months to be close to guests and learn first-hand about their preferences.
One of the most relevant pieces of data the resort has is the growth of source markets such as the United States and Canada, which join the traditional strength of the European client, especially the British. This geographical diversification reinforces the stability of the destination throughout the year.
Carbajo has defined three priorities for her management: to elevate the guest experience through small details, to promote a work culture connected with Marbella and Andalusia, and to care for the hotel’s human team. "They are the ones who make customers want to return," she emphasizes.
The hotel manager has also praised Marbella's hotel plant, which she describes as "one of the best in Europe." In her opinion, the diversity and quality of the offering make the city a competitive destination throughout the twelve months of the year. "We do not see competition as a problem, but as a stimulus to innovate," she states.
Regarding Marbella's brand image, Carbajo believes it has evolved beyond luxury: today it is associated with a Mediterranean lifestyle, safety, gastronomy, sports, wellness, and quality services. "Few destinations can boast such a privileged climate and first-class infrastructure," she adds.
However, the executive points out an important challenge for the city: to advance in sustainability and efficient mobility. "We want visitors to enjoy comfort, especially in the months of highest influx," she notes. She also advocates for continuing to position Marbella as a twelve-month destination, with sufficient arguments to attract travellers outside of summer.
The Gran Marbella Resort, located in one of the most exclusive areas of the Costa del Sol, thus prepares for a summer in which anticipation in bookings gives way to the improvisation of the traveller who decides on the spot. The commitment to quality and attention to detail will be, according to Carbajo, the keys to retaining an increasingly demanding clientele.
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