This week Tenerife Magazine caught up with Commercial and Marketing Director, Ángel Tomas to find out more about the man behind the partnership with GF Hoteles which is bringing you this month’s fabulous competition prize which includes four nights at the five star deluxe Costa Adeje Gran Hotel, the flagship of GF Hoteles.

TM: Ángel, firstly congratulations on GF Hoteles being awarded the Certificate of Excellence 2011 by TripAdvisor. Can you tell us what it means to GF Hoteles to receive that award? (En primer lugar felicidades por GF Hoteles de recibir el Certificado de Excelencia 2011 de TripAdvisor. ¿Puede decirnos lo que significa GF Hoteles para recibir ese premio?)

Ángel: Para nosotros significa el reconocimiento de nuestros huéspedes, la enorme satisfacción de conseguir agradar a quienes se alojan con nosotros e incluso superar sus expectativas. Esto nos anima a exigirnos más y en consecuencia a mejorar nuestro producto, infraestructura y servicios.

For us the award means recognition by our guests, the enormous satisfaction of knowing that when staying with us, we have exceeded their expectations. This encourages us to demand more of ourselves and to continue to improve our product, infrastructure and services.

TM: What do you think sets GF Hoteles apart from many others when it comes to identifying and meeting customer needs?( ¿Qué piensa usted establece GF Hoteles aparte de muchos otros cuando se trata de identificar y satisfacer las necesidades del cliente?

Ángel: Nuestro mayor rasgo diferenciador es la calidad de servicio y la eficiencia del trabajo que desempeñan mis compañeras y compañeros con amabilidad, simpatía y profesionalidad.
Asimismo, trabajamos e invertimos capital a diario para mantener y mejorar la infraestructura e instalaciones de los hoteles. Esto es normal dado que de momento todos los hoteles que gestionamos son en propiedad y no alquilados.
También pienso, sin duda ninguna, que nuestros hoteles están ubicados en una de las zonas turísticas más privilegiada del mundo: COSTA ADEJE.

The main thing that sets us apart is the quality of service and the efficiency which my colleagues bring to their work with their friendliness, their understanding and their professionalism. At the same time we strive and continually invest money to maintain and improve the infrastructure and installations of our hotels. This is normal practice for us because at the moment we own all our hotels, we do not rent them.
I also think, without a doubt we live in one of the most privileged tourist areas in the world – Costa Adeje.

TM: As a hotelier on Tenerife, what do you think are the biggest challenges facing the tourism industry today? (Como un hotelero en la isla de Tenerife, ¿cuáles son los mayores desafíos que enfrenta la industria del turismo hoy?)
Ángel: En nuestro ámbito local y regional, el mayor desafío es consolidar el destino como un clásico, que tenga una demanda constante y fuerte de los mercados emisores y no sea coyuntural. No queremos ser un destino “refugio”, aunque hay que reconocer que cuando nos toca serlo nos viene económicamente favorable.
La otra clave es mantener un destino moderno y actualizado, renovado si es preciso, especialmente los hoteles.
Dar más énfasis a la diversión, a la cultura y a la gastronomía.
En general, que la llamada oferta complementaria sea “atractiva” para que los visitantes y huéspedes se dejen cautivar y la disfruten y les aporten emociones y sensaciones que más tarde contarán en sus entornos de relación, convirtiéndose así en los mejores prescriptores que podríamos imaginar.

Otro aspecto que debemos dejar rotundamente claro al mercado, es la sostenibilidad de la industria turística de nuestro destino COSTA ADEJE y de la Comunidad de las Islas Canarias en general. La responsabilidad social corporativa y solidaridad con las personas más necesitadas de nuestra comunidad, es un asunto que aún siendo todavía incipiente nos preocupa y deberemos consolidar para conseguir ofrecer una imagen vanguardista a nuestros actuales mercados y los potenciales y futuros.

Debemos demostrar que somos parte de Europa, una Sociedad occidental segura y avanzada, con principios democráticos y solidarios y respetuoso con el medio ambiente. Valores de la “vieja”Europa” y de las sociedades más desarrolladas hoy en día.
Vivir y trabajar duro y con ilusión los valores y el enfoque del marketing 3.0

Por último, imaginación e innovación. Sorprender al huésped y visitante constantemente y evolucionar nuestro producto de acuerdo con sus necesidades y expectativas, así como también “conservar” los bienes y servicios que funcionan y que el usuario los quiere tal cual los conoce, sin cambios, sin deterioros.

In our local and regional area, the biggest challenge is to consolidate the destination as a classic one and to maintain a strong and constant market, not a cyclical one. We don’t want to be a ‘fall-back’ destination although we must recognise that when that happens we have to be economically attractive.

The other key is to ensure we maintain a modern and up to date destination, renovating where necessary, particularly hotels.

Pay more attention to our culture and gastronomy.
Generally speaking, the so-called complimentary offer is to be ‘sexy’ for our visitors and guests, to captivate and amuse them, giving them emotions and experiences that they will share with their circle of friends, becoming the best ambassadors that we could imagine.

Another aspect that we must keep absolutely clear in our market is the sustainability of the tourism industry in our destination of Costa Adeje and in the Canary Islands in general. We have a Corporate responsibility and a solidarity with the most needy in our community which is a constant concern to us, and we must consolidate in order to be able to continue to offer a cutting edge image to our current, future and potential markets.

We have to demonstrate that we are a part of Europe, a safe and advanced Western society with solid, democratic principles and respect for the environment. ‘Old Europe’ values and one of the most advanced societies of our day. Living and working hard, enthusiastically supporting the values of Marketing 3.0.

Finally, imagination and innovation. Constantly surprising guests and visitors and continually evolving our products to meet their needs and expectations, at the same time maintaining our best and those services that work well – the ones that users know and want to stay just the same, unchanged and undamaged.

TM: How do you think Tenerife needs to move forward in order to face the challenges of the future in the tourism industry? (¿Cómo cree que Tenerife tiene que avanzar para hacer frente a los retos del futuro en la industria del turismo?)
Ángel: Por añadidura a lo ya mencionado anteriormente, si quiero resaltar la importancia estratégica que tiene el transporte para la supervivencia y estabilidad de la economía de Tenerife y en general de nuestro archipiélago. La llamada conectividad aérea, que sea abundante y cómoda, que vuelvan las conexiones nacionales al aeropuerto Reina Sofía de Tenerife Sur.

In addition to what I have already said, I would like to highlight the importance of transport for the survival and sustainability of the Tenerife economy and in general, that of our archipelago too. The so called aerial connectivity which is abundant and comfortable, should bring National connexions back to the Tenerife South, Reina Sofia airport.

TM: Finally Ángel, tell us a little about yourself: (Finalmente Ángel, nos dice un poco sobre usted:)
Are you from Tenerife?(¿Es usted de Tenerife?)
Ángel: Nací en un pequeño pueblo de la provincia de Zaragoza, Langa del Castillo, hace 50 años y vine a Tenerife en Noviembre del año 1985. Desde esa fecha y aquí en Tenerife, siempre he trabajado en hoteles, en diferentes puestos y cargos, pero siempre dedicado en cuerpo y alma a este sector de actividad, que engancha y además me divierte, es como una adicción, una forma de vivir.

I was born in a little town in the province of Zaragoza, Langa del Castillo, 50 years ago and I came to Tenerife in November 1985. Since then I have worked here on Tenerife and always in hotels, in different jobs and responsibilities but my heart and soul have always been in this sector which hooked me and then enthralled me, it’s like an addiction, a way of life.

TM: How long have you worked with GF Hoteles and what were you doing before that? (¿Cuánto tiempo ha trabajado con GF Hoteles y lo que estaba haciendo antes de eso?)
Ángel: El año 1992 comencé en el A.T. Villa Tagoro, en aquel entonces perteneciente a la empresa DOFELA, S.L., como Jefe de Administración y Personal. En el mismo hotel y pasados 2 años, asumí el cargo del Director.
De allí, en el año 1995, fui de Subdirector al recién inaugurado Hotel FAÑABÉ CosTaSuR y al año siguiente ocupaba la plaza de Director del mismo.
Con la creación de la marca GF Hoteles a principios del siglo XXI y gestionando ya a partir del año 2.002 cuatro hoteles, sobre todo con la incorporación del recién construido COSTA ADEJE GRAN Hotel, se hacía necesario unificar la comercialización y gestión de contratación y marketing de toda la cadena. Es entonces cuando la Propiedad de GF Hoteles -D. Fernando López- me propuso asumir esa responsabilidad, la cual acepté con mucha ilusión y coraje y todavía vivo este reto a diario. Es sencillamente “excitante”.

I started working at the A.T. Villa Tagoro in 1992, which at that time belonged to DOFELA S.L., as Personnel and Administration Manager. Two years later, at the same hotel, I became a Director.
From there, in 1995 I was Deputy Director at the recently opened Fañabe Sur Hotel and a year later I occupied the same post as Director.
With the creation of the GF Hoteles brand at the beginning of the 21st century, already managing four hotels including the recently constructed Costa Adeje Gran Hotel, they needed to unify their marketing and management of recruitment, and the marketing of the entire chain. That’s when the Proprietor of GF Hoteles, D. Fernando López, offered me that responsibility, an offer I accepted with enthusiasm and courage and it’s a challenge I still live with daily. It’s quite simply ‘exciting’.

TM: How do you relax and where do you like to go on holiday? (¿Cómo usted se relaja y donde le gusta ir de vacaciones?)
Ángel: En mi vida integro, las 24 horas del día, el trabajo y el ocio, la vida pública y privada. Siempre hay tiempo para todo, para el trabajo y para el descanso. Lo importante es exprimir cada oportunidad y vivir intensamente cada momento.
Vivo en el Sur, en Torviscas, y disfruto sobre todo de la naturaleza y del océano. Me encanta caminar por estos parajes y otros muchos de la isla -sobre todo en Masca y Anaga-
Ir los sábados a los mercadillos del Agricultor a por los productos de las huertas que ellos mismos cultivan, me parece un lujo que no puedo desaprovechar.
¡Ah! y la playa de las Vistas, una maravilla, a la que acudo en compañía de mi mujer y mi hija cuando viene a casa y de amigos.
En invierno algunos días incluso voy a buscar hongos a la corona forestal del norte de Tenerife, no diré donde porque aunque sea ya muy popular esta actividad, siempre queda la esperanza de creer que hay sitios que solo uno conoce, es un secreto.

Por cuestiones obvias de mi trabajo salgo a a menudo de viaje, a Europa básicamente. Me gusta viajar, a todo tipo de lugares, a unos para conocerlos y a otros para disfrutarlos porque ya los conozco. Viajar enseña enormemente y siempre me inspira y me enriquece. Y además, confieso que cada vez que regreso a casa, aquí a Adeje, me alegra y constato que …. “que suerte vivir aquí”.

My life is filled, 24 hours a day, with work and with leisure, a public life and a private one. There is always time for everything, for work and for play. The most important thing is to grasp every opportunity and to live every moment to the full.
I live in the south of the island, in Torviscas, and I enjoy every aspect of the countryside and the ocean. I love to walk in this area and in much of the rest of the island, particularly in Masca and the Anagas.
On Saturdays I go to the agricultural market for the home grown vegetables which seems to me to be an unmissable opportunity.
Ah! Playa Las Vistas, a paradise I enjoy with my wife and with my daughter when she’s at home, and with friends.
In winter I sometimes go looking for mushrooms in the corona forest of the north of Tenerife but I’m not going to say where because this is a very popular activity and you always hope that you’re the only one who knows a good place, so it’s a secret.

Obviously, for work reasons I often travel to Europe. I love travelling to all sorts of places, sometimes to places I haven’t been before and to those I already know. Travel is a great educator and always inspires and enriches me. And afterwards, whenever I come home to Adeje, I’m happy to be back and I always think – “how lucky I am to live here”.

TM: Ángel, thank you for your time and many thanks to GF Hoteles for partnering with TenerifeMagazine.com to give one lucky winner a luxury holiday at the Costa Adeje Gran Hotel. (Gracias por su tiempo y muchas gracias a GF Hoteles para asociarse con TenerifeMagazine.com para dar a un afortunado ganador unas vacaciones de lujo en la Costa Adeje Gran Hotel.)

A survey of 1,375 consumers conducted this year by TotalMedia, a UK-based media agency, found that almost 70% of consumers use the internet to book their holidays, compared to 23% by phone and just 8% who chose travel agents.

Consumers aged 35-44 were found to be most likely (74%) to book online. The survey went on to reveal that holidaymakers are now booking trips based on online travel reviews rather than glossy publications.

Wasted Opportunity
We all know that the Internet has revolutionised consumer habits and nowhere is that more true than in the travel and tourism sector.
Where once glossy magazine pages lured consumers into high street travel agents to book their holidays, today it’s search engines that act as the PR men. From holiday watchdog forums to blogs, consumers can research and book every aspect of their holiday from the flights, hotel and car hire to which restaurant they’re going to eat in on their last night, all long before they leave home.
Any business involved in the travel, tourism and property markets on Tenerife is only too aware that their primary consumer market lies beyond these shores.
Yet many still waste money paying for expensive advertising in printed magazines and newspapers which are only seen by those who are already here.
It’s time Tenerife businesses woke up to the fact that online marketing is the only way to get in front of consumers before they make their buying decisions.

Choosing the Right Shop Window
There’s only one consideration when it comes to deciding which Tenerife online publication to display your business with: it’s simple. Content is King.
Today’s online consumers are savvy shoppers. They know what they’re looking for and they want to get straight to it. Fluffy, vague content cobbled together from other sources is simply not good enough.

New  so-called ‘Tenerife’ sites pop up on an almost weekly basis; very few of them are even based on the island. They’re easy to spot. The content is superficial, rarely experiential, usually wildly inaccurate and very thin on the ground. In fact, the only thing that many of these sites have that is even vaguely Tenerife is the domain name.

At Tenerife Magazine content is written by professional travel writers who all live and work on Tenerife and whose business it is to know the island inside out.
Our content is timely, accurate, experiential, compelling and exactly what consumers are looking for.

With the island still reeling from the effects of global downturn and the fall out from Iceland’s volcanic eruptions, those who are serious about doing business in Tenerife shouldn’t waste precious marketing budgets on printed publications that fail to reach their intended market and will be lining the cat’s litter tray within a week.
At Tenerife Magazine we have almost 10,000 consumers a month, every month, looking for information on Tenerife. Would you like them to see you?

What role do birds of prey perform at Tenerife South airport? How did the island cope with the heaviest rain for eight years? Does Tenerife make the most of its assets? Just a few questions that 22 students from  Bucks New University in Wycombe, tried to answer during a week’s field trip to Tenerife. Their timing was unfortunate, as they caught some horrendous storms, but even those clouds were silver lined with some useful insights for their assignments.

After a four hour coach crawl back south from Puerto de la Cruz on the Monday of the storm’s peak, the next day’s journey was fast and smooth. Santa Cruz was quiet due to it being a public holiday, but teachers Tom Hose (right)and John Furley (left)  were impressed at the hard work of the council workers and emergency services to clear the rock falls on the motorway and the streets of the capital.

Tom is principal lecturer for the  Travel and Tourism Management course, and John is principal lecturer for the Airline and Airport Management course, both working towards a B.A degree. For Tom the trip had an added personal attraction, having a doctorate in Geotourism. “There’s a lot of interest In Tenerife because if its amazing geology, several British Universities bring regular parties here to study the formations.” Tom has already provided a chapter on Tenerife for a book Volcano Tourism, that comes out in April.

Practical matters gave the University the first insight into Tenerife; as Tom explained “We booked with Thomson Direct for a week’s self catering at the Columbus Aparthotel in Playa de Las Americas, that’s worked well for us, we are nice and central and they have made us very welcome. When it came to arranging our trips out we had some very specific requirements, luckily we found Tenerife Excursion on the internet and they have tailored everything to meet our needs.”

Arriving on a Friday, it may have seemed that the students were just relaxing around the beach over the weekend, but even that was a learning process. “We encouraged them to notice how the resort is laid out for pedestrians and transport, the service point for information etc, and to generally get a feel of how the place functions. Then Monday was Loro Park and Puerto de la Cruz and back north on Tuesday.”

After the slightly soggy arrival at Santa Cruz there was a parting of the ways. As John explained “I took my students on to Los Rodeos airport to have a look around. We had tried to arrange for an airport official to show us around but no one was available, it was still useful to see the day to day running though” Any lack of encouragement there was eclipsed the next day with a tour of Reina Sofia airport.

“They were magnificent, we contacted the general manager in advance and he laid on a full day for us, greeting us with his assistant they  showed us the operations room, baggage handling, even the 12 birds of prey that they train to patrol and police the runways from flocks of smaller birds. We all had lunch as their guests and they gave all the students USB sticks packed with information, and are keeping in touch and sending us more facts and figures.”

La Laguna was proving to be an eye opener for Tom and his party. “After seeing Santa Cruz, we knew it was a holiday, but there was much more open in La Laguna and the layout is very different. The history there in the narrow streets is wonderful, the buildings and the lovely relaxed and quiet feel make it a great place to visit. We had hoped to make contact with the University but with the holiday and schools and colleges closed by the weather that wasn’t possible.”

The weather played a part again on the last day; Masca was given a miss, but Los Gigantes and Icod proved to be good stop offs on the way to Mount Teide National Park. “It was a shame the visitor’s centre was closed” recalls Tom, “but we did a general tour and made plenty of stops to see interesting flora, fauna and rock formations, and at least we got to see snow on the peak.”

So what lessons did the teachers learn about Tenerife? For Tom versatility was the key; “They need to sell the rural side of the island more, there’s so much to offer here. La Laguna was a classic example, such a lovely place but we were hardly aware of it before our visit. John was still glowing with praise for the South Airport. “It was great to meet senior management and see their enthusiasm; the staff all the way through seemed very happy and motivated.”

Hopefully as the students go on into key tourism and airline jobs they will have a special understanding and affection for Tenerife, and as for their University, they are already talking about making Tenerife a regular field trip.