The Palmanove-Magaluf Hotel Association, Calvia Town Hall and Meliá Hotels International pledged in 2015 to transform the area of Magaluf through a collaborative five-year regeneration plan.

Two years later, the destination is making headway in achieving its five key objectives as the Palmanove-Magaluf Hotel Association reveals its summer season results and a summary of how investment in the area is starting to have an impact.

The quality of hotels in Magaluf has continued to improve, with 60% ranked as four- or five-star properties and a total of 30,000 beds now available in total in the destination. Average per room, per night prices have also increased in line with the investment in hotel facilities to ensure a high-quality product and total overnight stays increased by 4.4% to almost 5.5 million in 2017, compared to 2016. This increase in stays has also been attributed in part to the opening of Magaluf’s first five-star property, VIVA Zafiro hotel, and the renovations of Meliá Calvia Beach and Sol Beach House Mallorca.

Indicators of the destination’s transformation can be seen when looking at the shifts in customer segmentation. This demonstrates a change in the area’s tourism model, influenced by the investment in high quality facilities and customer safety to make Magaluf an attractive family holiday destination.

Family and adult couples continue to dominate the customer segment, representing 70% of guest numbers – an increase of 13.23% compared to 2013. Young people, associated with Magaluf’s nightlife culture, now only represent 22% of the area’s overall visitors - a decrease of 7% when compared to figures seen in 2013.

The UK has maintained its position as the primary tourist market, representing 22% of all travellers to Mallorca and 48% of Palmanove & Magaluf’s. Total numbers of British tourists increased by 1% compared to 2016, totalling 167,316 hotel stays, in spite of Brexit.

Extending Magaluf’s season to a nine-month period, running from March to November, is one of the key objectives in the destination’s five-year plan. Increased security, public order and the overall reputation of the area also remains a priority.

Working in partnership with the local government and hotel Association of Palmanove-Magaluf, Meliá Hotels International has invested a total of more than 200 million Euros in the refurbishment of its properties in the area to support the wider regeneration of the destination. For summer 2018, the hotel group will launch a new state-of-the-art shopping mall, offering underground car parking space in the centre of Magaluf, as well as introducing a new hotel – Sol House Calvia Beach - overlooking the beachfront, replacing the previously demolished Jamaica Hotel.

Sebastián Darder, president of the hotel association, said: “The destination aims to continue consolidating new quality product and the new customer segmentation, which has allowed us to increase occupancy, profitability, and the social and economic sustainability of Magaluf, as well as continuing to improve the reputation of the destination among adult travellers and families.

“The destination continues to improve year after year, in 2017 we have presented a summary similar to that of the excellent year in 2016, although with a greater number of overnight stays, longer hotel opening periods, and a larger number of jobs created. And, in spite of the relatively frequent news about events in Punta Ballena, a very specific street within the destination, we are also very satisfied to report that the figures for crime, drunkenness and other public order issues remain in clear descent.”

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