How Spain perfected the art of the chain hotel

As the sun sets over Madrid, residents and holidaymakers take in the view sipping G&Ts and snapping selfies at the city’s tallest rooftop bar. It’s part of the RIU Plaza España hotel, which offers a panoramic vista across the Spanish capital from its 27th floor (plus a dizzying walk across a glass bridge – don’t look down).

RIU is better known in Spain for its coastal resorts in destinations such as Chiclana, Malaga and the Canary Islands but the Madrid hotel is part of the group’s “Plaza” portfolio of smart, urban properties. Its vertiginous, sky-high experience regularly attracts queues around the block – and while visitors’ ears pop in the lift, RIU hotels have soared to the top of a list of the best and worst hotel groups in the world from British consumer organisation Which?

It isn’t the only one winning gold for its home country – RIU ranked joint first with two other Spanish hospitality groups, Iberostar and Paradores, in a survey of 2,000 Which? members. Which? describes these as “lesser known” but they beat competitors from France, America and elsewhere across criteria such as cleanliness, customer service, value for money and food and drink. Other major Spanish players such as Melia and H10 also ranked highly (sixth and seventh respectively). Spanish hotel chains, it would seem, know how to keep their guests happy.

Global scope

The idea of a hotel chain is synonymous with meeting rooms and generic, uninspired decor. So what makes these ones such a hit? For RIU, which started as a family business in Mallorca in the 1950s, the secret lies partly in the diverse, global scope of its offering. It’s a homegrown brand, but, in addition to its 27 hotels in Spain, it has nearly 100 more worldwide, from North and Central America to Africa and South Asia. Its “Palace” collection focuses on spectacular natural settings – think tropical paradise in Cape Verde or the coral reefs of Mauritius – while adults-only properties and family-friendly all-inclusives mean that there is something for everyone. Its high-quality buffets were also commended; the downfall of many a resort hotel.

Spain’s tourism has increasingly been highlighting less-trodden, off-season destinations such as the green northern corridor or even the rural regions around Madrid in recent years – but, specialising in beach resorts, Iberostar’s position on the list suggests that a sun-and-sea holiday remains hard to beat. The brand also has a global presence but its highest concentration of hotels is in Spain, with 32 properties in places from Barcelona and the south coast, to the Canary and Balearic Islands. A new hotel in the Es Trenc area of southern Mallorca is due to open next year. Respondents praised the “first-class” customer service and “beautiful” grounds they found at its properties.

The group also seems to understand that eco initiatives are often important to today’s traveller. Iberostar properties use AI to reduce food waste, electricity from renewable sources and have eliminated single-use plastics. They’re also involved in planting mangroves to help protect Spain’s coastlines and are aiming to serve 100 per cent responsibly sourced fish and seafood in their restaurants by 2025.

Historic element

Reflecting the diversity of Spanish hospitality, the Paradores group is an interesting contrast. This state-run network dating back to the early 20th century converts historic buildings – castles, convents or stately homes, often in remote locations – into charming hotels with a palpable sense of heritage. Parador de Cangas de Onís is set in a Benedictine monastery on the banks of the river Sella in Asturias, surrounded by the Picos de Europa mountain range; guests at Parador de Plasencia in Extremadura stay in a monumental gothic complex from the 15th century; and Parador de Bielsa in Huesca’s Pineta Valley is the place to experience the Spanish Pyrenees of Aragón.

These hotels are so unique that it’s arguably slightly odd for them to be considered alongside the likes of InterContinental (the same could be said of Relais & Chateaux, which is a collection of independently owned and operated hotels) – but nonetheless, Paradores has become a brand popular with holidaymakers for its “excellent service, food and fantastic buildings”.

The group says its properties in the northern and inland parts of Spain tend to outperform the beach locations. Paradores in places such as Toledo, Santiago de Compostela and Alcala de Henares (the birthplace of Cervantes) have been awarded Spain’s prestigious Repsol stars for gastronomical excellence.

Currently receiving record levels of tourism, with 95 million visitors expected by the end of 2024, Spain is one of the most popular holiday destinations in the world – and it’s predicted to beat France to the number one spot in coming years. The diversity of the country’s landscapes – from the hills of Asturias and plains of Castilla to sunny costas and islands – means that groups are spoilt for choice when opening hotels. Interestingly, the lowest ranked chain was a French one, Campanile – it seems the rest of Europe has a thing or two to learn from the Spanish.