Spanish suppliers suggest hotels should look to European companies with a strong regional presence to benefit from international experience with a local touch.
Spain-based fire-safety and security systems supplier, Onity, has a wide distribution network, with an exclusive partner in each country that works closely with headquarters; a typical trait of Spanish suppliers, according to international marketing manager Leire Iriberri.
"This way we are able to offer the benefits of a global company, with the local support required to look after customers," explains Iriberri.
International incentives
But what are the benefits of a global company? Furniture manufacturer Point SL, also based in Spain, says Spanish companies have extensive experience in the hotel-supply market due to the country's established tourism industry.
"We have thousands of hotels along the Spanish coast and the years of experience in meeting their requirements can be applied to the Middle East industry," says Point SL export manager Francisco Pons.
Like Onity, Spanish F&B equipment supplier Zumoval has established a presence in the Middle East through various trade shows and through locally-based agents. With decreased marketing budgets and increased competition, it is difficult for international suppliers to reach hotel decision makers, according to Zumoval export manager Jorge Pérez Laffont, but regionally-based agents with knowledge of the industry allow international suppliers to penetrate the market and offer a consistently-high level of service.
As might be expected, the three suppliers identify Spanish supply market highlights as F&B equipment, furniture and security devices, adding that the Middle East's hotel sector is looking for the very latest technologies and styles in solutions.
"In Spain our HT24 magstripe lock has historically been our star product and continues to be in high demand for its good value and reliability," says Iriberri.
"Yet in the Middle East, the new Advance line is more popular as it offers all the advantage of the HT-line locks, with the benefit of improved aesthetics, featuring a minimalist modular design, which blends with any hotel decoration type," she adds.
Business partners
Iriberri says the Middle East market demands higher-quality products that stand out; combining stylish designs with the latest contact-free technology, enabling properties to offer guests convenience and creating a high-tech image for the property. Likewise, Zumoval says high-quality products, flexibility and stylish designs gives the company an advantage among competitors.
But that is not all Middle East hoteliers value.
According to the suppliers, communication and after-sales service is a top priority; another reason Spanish supply companies are establishing a regional presence.
"We listen to clients and pay special attention to their needs so we can adapt our product line and offer exactly what they require.
"This, together with maintaining our usual high quality and reliability, enables us to build and maintain long-lasting relationships with them," says Iriberri.
And for suppliers, even in spite of the financial crisis, the Middle East markets remains very active due to lots of opportunities that can be traced in these countries," observes Laffont, while Pons says there are "big opportunities" in the Middle East for Spanish suppliers.
Small world
"With globalisation, geographical barriers are disappearing and the Middle East has become a big market accessible from anywhere on the planet. Spanish suppliers will target areas where opportunities arrive, and the region is a growing market," adds Iriberri.
Reinforcing this point, Onity and Zumoval promise speedy delivery times. "One of our strong points is the quick delivery of our equipment. In a few days we can ship our juice products anywhere as our equipment is adapted and certified to meet all market requirements," says Laffont.
