INTERVIEW WITH JORDI CLOS

"We have raised prices and Barcelona now has more and better quality tourism"

The president of the Gremi d'Hotels, of the Derby hotel chain and of the Egyptian Museum of Barcelona, highlights that before the pandemic, hotel prices in the city were too low and that tourists were starting to be of a very worrying quality, a situation that has now been reversed. He criticizes the municipal government for "not knowing how to listen" and for dedicating itself to hindering projects and approving regulations that end up causing undesired effects.

Jordi Cabré

december 07, 2022 - 03:10

--- How are the mummies? --- Look, when these things happen to you, you feel hurt. It's one thing for these protests to take place in museums like the Louvre or the British Museum, and another for them to go and attack a family and private museum. When you see that they go with that idea, that's when you feel especially hurt: in other cases, they have gone to look for more or less well-protected paintings, but here it is clear that they wanted to cause harm because we are talking about a sarcophagus from the Ptolemaic era, more than 2,500 years old. Contrary to what someone has said, the sarcophagus is not a replica: the mummy inside is a reproduction, but this sarcophagus is real and its protection with a display case cannot rule out that the molasses they poured on it will not end up affecting it. Besides, they spread the molasses on the walls, on fabrics, everywhere. I honestly see an unnecessary malicious intent. They wanted to cause harm. --- But this protest, was it against the Egyptian Museum or against Jordi Clos for being president of the Hotel Owners' Guild? --- We are talking about uncultured people. Anarchism is one thing, but I know anarchists with a good cultural background. This is not the case. These people say "now we will continue and go to Lleida" (we will see if they want to attack the Sorigué Foundation), but they only look to see if there are important brands sponsoring behind them. In our case, they clumsily linked it to Coca-Cola and its sponsorship of the climate summit in Egypt. From there they derive it directly to… a sarcophagus in a family and private museum! They show that they have no idea what a patron is. And, secondly: it is they themselves who are linked to big brands! --- How? --- We are talking about an environmental foundation financed by relatives linked to billionaire figures and companies such as Rockefeller's great-great-grandchildren, Paul Getty's granddaughter, Robert Kennedy's daughter, or Walt Disney's niece. Very anti-capitalist, all of it. --- Let's talk now about the Guild. How is the hotel sector right now? --- This year until March we were still coming out of a pandemic, and it was in April when everything started to pick up. Now we can say that we have returned to 2019 figures, from May until the end of the year. Not exactly in terms of occupancy, where we are slightly below, but in global terms: the price of rooms has risen by about 10-11 euros on average and, however, occupancies are growing. In short, we are recovering the level of tourists from before, even increasing prices. And incidentally, precisely because of this price increase, we are getting better quality tourism. I must say that before the pandemic we were with very low prices, and the tourism that was coming was starting to be of very worrying quality. Now we have increased not only the quantity but also the quality. We are hopeful and happy. --- And next year? --- Next year we believe we will repeat the 2019 figures, although now we know that current events change every day. I must say that, in economic terms, I find that business reality goes in one direction and current events in another: business-wise, the moment is good now, beyond our sector, but you pick up the newspaper and everything seems like the apocalypse. That imbalance worries me because it must mean something important. --- What audience is coming, primarily? --- As a result of the pandemic, we consider the Asian market closed. China, Korea, India, obviously Russia… are currently inactive markets. I'll give you an example: in China we have an exhibition, like a museum, and now they've just told us that they will be closed for ten days because it turns out someone entered with coronavirus. That's how it is. --- And America? --- The North American market is starting to work, but it has been the European market that has made a spectacular rise. It's time to open a bottle of cava, but not only in Barcelona: also in cities like London or Edinburgh; I observe that in many nearby cities the tourism sector is doing very well. Another thing we have observed, by the way, is a change in the way of booking: people are booking very last minute!

Jordi Clos ©Marina Julman

--- What does that mean?

--- In 2019 people had a very programmed agenda or calendar: now it seems we have gotten used to going at the last minute, but that's even true for attendees at fairs and conventions! --- Is it post-pandemic culture? --- I think the pandemic has created a certain culture of improvisation, yes. --- And the state market? --- With the decrease in pandemic figures, we made a large investment in communication for the public throughout the State, a campaign that worked very well and increased this public by 12%. Now, I don't know if these figures are here to stay. I do highlight that the price increase we made in Barcelona has been carried out by all hotels in Spain, at a very similar level. --- You are one of the great opinion-makers about the city, it sometimes seems like your great obsession. Tell us about that: Barcelona, today… --- The Barcelona we know has been created in the last 25 years. It is then that the rest of the world is able to put it on the map; before, they had less idea. Therefore, yes, it was the Olympic Games, but accompanied by a great moment of expansion, of creativity, with politicians capable of carrying out great projects, the new Fira, the new Fòrum, the airport, the port… It was a true explosion, accompanied by being a city that welcomed people well. This has been broken in the last 8 years, due to a philosophical change that has led Barcelona to choose a different spirit of government. The Catalan procés also divided the population a lot, agreed, but the fact is that the municipal government dedicates itself too much to hindering projects. Notice that nothing is built in Barcelona! Jordi Clos ©Marina Julman

--- Isn't it an exaggeration to say that nothing is being built? --- Not at all. Note that, in contrast, it is being built in L'Hospitalet: 10 more hotels. Curious, isn't it? Our sector in Barcelona cannot grow and, not only that, but now in Barcelona the bet is on "degrowth". And this affects any sector. Real estate is the sector that generates the most wealth in a city, it energizes other sectors, but in Barcelona it has completely stalled. Janet Sanz, Deputy Mayor for Ecology, Urban Planning and Mobility, decided that 30% of the investment in new projects, even for renovations, should be accompanied by 30% for social housing: very good, but I'm afraid this contains a colossal error. Something like the "only yes means yes" law, since if things are not done well there can be unintended consequences, despite good intentions. It's called "backfiring". --- And what are those unwanted effects? --- Well, look, right now no housing is being built in Barcelona. Simply. Neither social, nor non-social. --- And what could be done then? --- Well, French philosophy could be applied: build (or rebuild) the building and give a part of these euros, that 30% of the investment, to the City Council. And let the City Council invest it in social housing or whatever it deems appropriate, so that private investment is not prevented from reverting to the general interest. Now, what happens? Well, no builder wants to build social housing, for example, on Ganduxer Street. It has no market. Therefore, it is not only that the municipal government lacks business criteria: what is lacking, above all, is dialogue. Knowing how to listen. They just don't consult! --- The Gremi d'Hotels is precisely headquartered on Via Laietana: have they been heard, as neighbors, about its reform? --- No, not at all. And it's a reform we don't like, because many sectors that operate around the Port are affected, such as the restaurant industry. It's not uncommon that, when the work is finished, people prefer to go eat or dine in other areas of Barcelona. A good study of the project has not been carried out; there has been more ideological dogma than anything else. And the same for the Eixample.

Jordi Clos ©Marina Julman

--- Has there been no dialogue either? --- The Cerdà Plan is a very consolidated urban planning formula, the Eixample is an example of urban structure for the whole world, it allows unloading at the chamfers, it makes green interiors in the blocks possible... We are even promoting its declaration as a UNESCO World Heritage Site; and this is not to look pretty or to get an award: it's to protect it! And prevent misfortunes like those being committed now. Now we have these yellow cement blocks, the floors painted in colors, which are added to the bike lanes, to the bus lanes, all of which makes circulation through the center almost impossible. They even want to reduce Muntaner and Aribau to two lanes! --- In theory, it is to reduce pollution. --- They don't realize that all of this even increases pollution. And that there are people who need to go by car, especially those coming from the Metropolitan Area. If you block the city center, you also block the entrance! Large European cities are conservative and cautious on this issue: yes to improvements, but not to rapid transgression without careful consideration. All alternatives must be looked at and dialogue must take place. But of course, dogma has been pulled, and these solutions have dirtied the city. --- Stained? --- In Paris and London, they collect the leaves when they fall. The lack of cleanliness in this city is scandalous. The fact is that if we seek better quality tourism, tourists are not foolish and they notice these things. But I have to say that the issue of cleanliness is not just about service provision: look at the issue of graffiti, for example. In Barcelona, opening a business is extremely complicated; it's full of bureaucratic obstacles… the result is that premises remain closed and, therefore, are perfect spaces for graffiti artists. Barcelona is absolutely saturated with them, and that, by itself, gives an image of a dirty, abandoned, neglected city. A maintenance regulation is necessary in this regard. --- Did we also fail in security? --- Everyone knows someone who has been robbed in recent months in Barcelona. A few years ago, politicians were serious and didn't tell lies. The current ones, in this regard, said "man, it's only 300 robberies a day during August"... But August is full of tourists, precisely! What image is intended to be given this way? And some people tell me "but man, don't say that, if we say these things we harm the city's image." I don't agree: of course, it's good that it's said! And that it's known! But don't they see that it will be known anyway, through social media?

Jordi Clos shows Jordi Cabré the drawings he received from a girl who visited the Egyptian Museum of Barcelona.

--- Now that Christmas is coming… Are we a dark city? --- At the time, I told Mayor Hereu that Barcelona lacked light and he got angry. Fortunately, they improved it. However, I believe it could still be greatly improved. --- Is an airport expansion really necessary? --- Of course. It cannot be that the issue is still under debate. I respect that all alternatives must be examined to respect the natural environment, but it is not true that the third runway needs to be asphalt! Many alternative formulas exist that have not been looked at. Our main client, for example, comes by plane. Especially to attend congresses, fairs, and conventions. If we don't expand the airport, Barcelona will no longer be considered for hosting these events! This is what happens when we become "the city of no." ---And how can we fix it? --- Look: there's 50% of people who know things, who are restless and wise, or who at least have a plan. And another 50% just stick to their dogma. --- Is Madrid surpassing us? --- At this moment they are developing a campaign to boost trade in Madrid. It's not exactly that it's surpassing us: four years ago Madrid was far below Barcelona (in fairs, in congresses, in prices...) and now they have simply moved up positions. The trend is what worries me. And not only Madrid: now cities like Malaga have put themselves much more on the map. --- Finally: you are one of the most important patrons and philanthropists in the city. Has the Egyptian Museum come out of the pandemic well? --- We have greatly increased the volume of visitors, but also of activity, especially teaching, that aimed at children. Look at this letter a girl from outside Catalonia sent me recently, with drawings of mummies and thanking so much for the existence of the Egyptian Museum… These kinds of things are what fill me, and that is what is behind the figures!

The thank-you drawings Clos receives for the Egyptian Museum give meaning to his patronage.

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About the author

Jordi Cabré

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