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PALMA CONVENTION CENTRE Annual Report
01. PRESENTATION Message from the Mayor of Palma Message from the President of the Balearic Islands Government Message from the Executive Vice President and CEO of Meliá Hotels International Interview with the President of the Board of Directors of the Palma Convention Centre Governing body Key dimensions 02. VALUE CONTRIBUTION Activity summary Economic impact Commitment to citizens: integration with the social and business fabric of Palma Meliá Hotels International service culture Corporate Responsibility in management Sales activities and Communication Plan 03. MAI N EVENTS
01. PRESENTATION 03 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
MESSAGE FROM THE MAYOR OF PALMA
Antoni Noguera
The Convention Centre is an asset for Palma which has already begun to generate benefits for district full of creativity and innovation. To make this happen, it is vital that the different
the city. This report on the first year of operations is a clear example of the benefits that can representatives of the public administration, university, corporations and civil society find
be created when the public and private sectors cooperate to generate opportunities in the common ground for the good of the community as a whole.
business travel, meetings and congresses segments. The challenge we now face is to ensure
that we leverage the renewed energy generated by this new public infrastructure and make it The debate that unites us and will lead us to create the coast we all want for the future is
a key part of the transformation of the economy in such as strategic part of the city as the centered on an area between the Portopí lighthouse and the Convention Centre, an area that
seafront. is generating new dynamics and is a symbol of the new Palma we all want and towards which
we are all working, rooted in a long history, but very much open to the future.
Palma City Hall is working with all the relevant public and private bodies to make Palma a
creative city through the combination and interaction of three key factors required for an The coast of Palma has always been and still remains the engine of its economy. We are an
inclusive and innovative economy: the search for new horizons, the creation of innovation island, and the maritime transport of travellers and goods is a strategic concern for our
ecosystems and the development of a creative economy. community. And now we also want it to become the backbone of the new economy, a civic
and cultural focus point that brings Palma even closer to the sea and is a symbol of the future
It was precisely here that the Espacio Ramon Llull 2030 was created to provide a space for we desire for our city.
reflection, debate and planning that would create synergies between the different innovation
initiatives in our community, allowing Palma, together with its seafront, to become one of the The Convention Centre has to aspire to be much more than just a simple facility for providing
most competitive cities in the world. A new economy for a new city capable of attracting and services for a certain type of traveller. This new public infrastructure must become a key
retaining specialist talent to produce differentiated goods and services with high added value factor in the economic transformation of the city. Palma is an all-year-round destination that is
in a knowledge-based and innovative economy, thereby offering a better quality of life to its very popular and currently very fashionable, but which also has to learn how to manage its
residents and maintaining an environmental balance on the island. success with wisdom, criteria and a vision of the future. That is why permanent dialogue
between the different agents that bring life to our city and drive it forward from the seafront
We all want Palma to be a successful city, but this also means we have to ensure that its is so important.
success does not eventually destroy it. Tourism must adapt to the city, rather than the other
way around. This means that we must all take the reins of our economic development. We
must evaluate our resources and define a plan that allows us to transform the seafront into a
04 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
MESSAGE FROM THE PRESIDENT OF THE
BALEARIC ISLANDS GOVERNMENT
Francina Armengol
Leadership of the tourism industry has become a matter in which superior quality and added power than other segments and that generate greater wealth in the economy overall with a
value are two essential requirements for the Balearic Islands to maintain the outstanding lower impact on the environment.
positioning it has achieved in Europe. In this context, and after only a year since opening, the
Convention Centre has become a major factor in maintaining a privileged positioning that These are key priorities in the Government’s current tourism and economic strategy. It is very
requires constant innovation and renewal. clear that we need to find a way to ensure our most important industry continues to generate
wealth and remains a robust and reliable driver of the economy. But we must also not be
The efforts made by the Balearic Islands Government and Palma City Council, especially over blinded by the short term. The final objective that we must all pursue is to find the right
the last two and a half years, have made it possible for a tale full of obstacles and difficulties to environmental and, above all, social balance to foster a redistribution of wealth that helps
begin to become a story full of opportunities. This is a clear example of how the public cement the foundations of a more caring and open society. We are convinced that the
administration can help drive economic development. Convention Centre will help to achieve this goal.
After last year’s inauguration, in just twelve months Palma has become a destination that The Balearic Islands meets all the conditions required to become a major destination in the
competes enthusiastically and forcefully with other European cities in the congress market. congress market and only needed the right facilities to make this known throughout the world.
Over the coming years, this will mean that the Balearic Islands will also be seen as a more We now have that. Now the hard part begins. After overcoming all obstacles to build facilities
attractive and more complete destination as it competes in the tourism industry in general. which are already a benchmark for the industry in the Mediterranean, we must now ensure
we manage them well.
When we talk about congresses, we do so with regard to a goal we have pursued for many
years and which has now become a reality: to be seen as an attractive destination, especially I believe that the current cooperation between the public and private sectors shows that the
outside the summer season. The Convention Centre will make a decisive contribution to the Balearic Islands still have enormous potential for development and ensures the archipelago
diversification of our economy, helping us extend tourist activity to every month of the year. continues to be an example to be followed by others.
And this will affect some of the priorities of the current government: to benefit our workers As President of the Balearic Islands, I would like to take this opportunity to thank all the people
and companies, to reduce seasonality and to create new jobs and business opportunities. who have worked on a project that will open the doors to new challenges and new
Congresses also attract a different type of tourist, business travellers with greater purchasing opportunities.
05 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
MESSAGE FROM THE VICE CHAIRMAN AND CEO OF
MELIÁ HOTELS INTERNATIONAL
Gabriel Escarrer Jaume
2017 was an extremely interesting year for tourism in the Balearic Islands and could be Centre and Meliá Palma Bay Hotel. More than 170 events including five congresses and
described as a record year both in terms of quantity and quality. We received over 15 million almost 30,000 attendees has surpassed even our most optimistic expectations and is ahead of
tourists, led the ranking for overnight stays in Spain, and also increased average revenues per our business plan.
visitor. And we achieved all this thanks to the commitment of the industry to invest in
improving quality, aided by the executive and legislative cooperation of our institutions. We have thus achieved the main commitment we made to Palma and the Balearic Islands: to
make the Convention Centre profitable, successfully managing an infrastructure which is an
However, if we have to highlight one milestone in tourist development in the Balearic Islands essential factor in extending the tourist season beyond the summer months and injecting
over the past year, it would undoubtedly be the opening of the Convention Centre after very greater wealth into different parts of society thanks to the arrival of higher quality travellers
important efforts by the property owners (represented by the Government and the Palma City with higher purchasing power that are not just here for the beaches.
Council) to award and deliver the facilities to Meliá Hotels International and allow us to open
on April 1, 2017. As a Mallorcan, we have also achieved something that for me and the entire Escarrer family
was a personal mission rather than a business challenge: that the people of Palma, the owners
Only a few months have gone by since then, leaving us with memories that will be with us for of the infrastructure, would appreciate the Convention Centre and feel that it is truly theirs,
ever: the first hotel guests, the first event in the Convention Centre, the popular open doors making it a reference point and meeting point for the city. Today public opinion is now very
days or the inauguration by the King and Queen of Spain, among other positive images. But favourable towards the Convention Centre, and even those people who always rejected the
they have also been very intense months with major difficulties and challenges. The project now admit the benefits it will bring to Palma, to Mallorca and to the islands in general,
implementation of an infrastructure like this is complicated in itself, but it was made even by becoming one of the key destinations on the European congress circuit.
more complex by the need to set up a team specialising in a destination like Palma just a
couple of months before the start of the high season. I would like to end this message by once again congratulating everyone in public or private
organisations and institutions that are or have been involved in this project and also, of
It hasn’t been easy, but nobody said that it would be. Today I can say that we are course, my congratulations to the city of Palma.
extraordinarily proud of our management of the Convention Centre over this first year. I am
particularly proud of our Managing Director, Ramón Vidal, and his competent and dedicated
team, thanks to which we have been able to manage the enormous success of Convention
06 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
INTERVIEW WITH THE PRESIDENT OF THE BOARD OF
DIRECTORS OF THE PALMA CONVENTION CENTRE
Joana María Adrover
How would you describe the period that ended with the delivery of the infrastructure, meaning Looking at it in perspective, we are really satisfied. We believe we have achieved a win-win
that Palma finally had its Convention Centre? situation. In particular, we have achieved a higher amount for the public purse from the lease
for the facilities, the investment is being amortized in record time, and we have also retained
I remember that it was a very bumpy period where everyone was only expecting bad news ownership of the facilities. So this is a scenario in which the city is a winner, as the congress
about the Convention Centre, and it seemed that the city and residents were somehow angry business brings financial benefits for many industries and quality longer-term employment.
with the project. The best decision we made at that time was to focus on just getting the Residents are also winners as the different open days held throughout the year allow people
project finished and putting it to work for the city, allowing the City Council to open it up for to enjoy the Convention Centre facilities. And I am aware that Meliá is also happy with the
visits so that everyone could see it on the inside, see how useful it was going to be for the city operation of the facilities.
and also feel that a part of it was theirs.
One of the challenges you faced was a certain degree of rejection by society due to the
The opening process was completed in record time, but also had its difficulties... circumstances surrounding the construction, failures in the tender process, etc. Do you think this
has now been overcome and that the facilities have been accepted by the people of Palma?
Here our secret weapon was our Director, Alfonso Meaurio. His skill, proximity, empathy and
negotiating skills made a major contribution to the success of the launch of the Convention Yes, I remember it perfectly. At first the press called me almost every day to ask me about
Centre. I remember some difficult moments, a few scares. Time was short and the schedule some negative issue involving the Convention Centre, its construction, the location or other
defined by the public administration was a challenge. There were some last-minute and controversial issues. Our strategy was very clear: to focus on the positive aspects, avoid
unexpected problems. The problem with the auditorium seats, for example, was exasperating, attacks or criticism, to run an effective project in which the city would eventually win and the
but we were always really clear about our objectives. We never faltered, and in the end we public interest prevail. In all honesty, I really do believe that the way that residents see the
met all the deadlines we had originally defined. Convention Centre has changed over time.
The Convention Centre and adjoining hotel have been open since April 2017. One year after
opening, how would you summarise it from the point of view of the City Council and Board of
Directors?
07 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
What do you think this exciting project has taught people like yourself that have had the Do you think the attractiveness of Palma and the Balearic Islands as a destination will lead to
opportunity to lead it? the long-term success of the Convention Centre?
"Nothing is impossible if you firmly believe in it." "If you believe in it, many others will follow Palma is currently in one of its best ever moments. It is attractive for tourists, commerce,
you." “Hard work, dedication and perseverance always bring benefits". "A good team is the business, social life and work. It is important that we manage this success and plan the future
best possible tool for a successful project." These are four things that I take away from this well to ensure that we continue to be successful: sustainable management. And we have to
challenge. I don’t know if they are particularly profound or not, but it’s what I will take away do all this together in a public-private partnership.
with me.
Finally, could you share with us the message you would like to send from the City Council and
What potential for improvement do you see for the Convention Centre over the next 5 years? Government, as owners of the infrastructure, to the citizens of Palma?
I think Meliá is doing a good job both with the congress business and the hotel. They have put As a representative of the administration, I would like to thank you for your patience and the
a magnificent professional in charge in Ramón Vidal, a man with enormous vision and positive response and acceptance of the infrastructure you have shown. I would like to ask
experience, key factors in ensuring future success. It is important that the facilities become you to never doubt that this time around our public institutions have carried out a public
another reason to connect the city of Palma with Palma Beach, and it’s important that Palma project which is economically sustainable, effective, profitable and useful for the citizens of
is improving its positioning in the MICE segment. I am sure that the challenges that the Palma and the Balearic Islands.
business faces over time will all be successfully overcome.
08 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
GOVERNING BODY Board of Directors
PRESIDENT Mr. Antoni Sansó Servera
Managing Director Tourism. Balearic Islands Government
Ms. Joana María Adrover Moyano
Councillor for Tourism, Trade and Employment. Palma City Hall Mr. Josep Mallol Vicens
General Secretary of Innovation, Research and Tourism.
VICE PRESIDENT Balearic Islands Government
Ms. Isabel Maria Busquets Hidalgo Mr. Joan Martí Cerdá
Vice President, Councillor for Innovation, Research and Tourism. General Comptroller. Balearic Islands Government
Balearic Islands Government
Ms. Eva Frade Bravo
Councillor for Citizen Participation and Territorial Coordination. Palma City Hall
MEMBERS Mr. Josep Enric Claverol Florit
Managing Director of Presidential Council Coordination.
Ms. Neus Truyol Caimari Balearic Islands Government
Councillor for the Environment, Agriculture and Animal Welfare. Palma City Hall
Mr. Jaume Alzamora Riera
Mr. Rodrigo Andrés Romero Director of the Balearic Tourism Agency. Balearic Islands Government
Councillor for Infrastructure and Accessibility. Palma City Hall
SECRETARY
Mr. Adrián García Campos
Councillor for the Economy, Tax and Innovation. Palma City Hall Mr. Miquel Ballester Oliver
Deputy Secretary, Director of the Secretariat of the Government of Palma. Palma
Mr. Joan Ferrer Ripoll City Hall
Councillor for Mobility. Palma City Hall
09 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
KEY DIMENSIONS
CONVENTION CENTRE
Auditoriums Expo Area Meeting rooms Terrace Halls
Illes Balears: 1,966 people Expo 1: 1,620 m2 Menorca: 320 m2 600 m2 Illes Balears (4 levels): 825 m2 + 736 m2 + 274 m2 + 327 m2
Mallorca: 471 people Expo 2: 700 m2 Ibiza: 320 m2 Mallorca (2 levels): 1,250 m2 + 398 m2
Total area: 2,340 m2 Calviá: 58 m2 Car park Menorca: 1,061 m2
Height: 11 m Cabrera: 149 m2 Palma: 620 m2
Inca: 87 m2 268 vehicles
Formentera: 68 m2
10 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7KEY DIMENSIONS
MELIÁ PALMA BAY HOTEL
Category Rooms Meeting rooms F&B Other facilities
4 **** Superior 268 rooms and suites 4 meeting rooms Trasluz Restaurant YHI Spa 715 m2
(includes 54 The Level Rooftop Bar Swimming pool
rooms) Gym
11 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 702. VALUE CONTRIBUTION 12 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7
ACTIVITY SUMMARY
Since opening in April 2017, the Convention Centre has become a new venue for local, national and international events
6%
in the city of Palma, and the results of its first few months of activity confirm the significant acceptance it has received in 8%
a MICE market that was eagerly awaiting the opening of a new destination within easy reach of major European capitals.
1% Spain
Between April and December, the Convention Centre hosted a total of 173 events with 28,895 attendees. By type of
3%
event, of particular note is the hosting of five medical congresses, a key sector in the business travel industry and a target UK
market for the Palma Convention Centre in its aims to become a benchmark facility for Mediterranean congresses.
The Convention Centre also hosted a wide range of cultural and leisure events, charity events, trade fairs and meetings Business origin France
of different sizes. The most important by size and economic impact on the island was an event organised by the German
firm Volkswagen which brought in more than 12,000 people in the low season, all of whom also enjoyed the extensive DACH (Germany, Austria,
facilities on offer in Palma and the surrounding area, demonstrating the significant benefits this type of tourism can bring Switzerland)
to the island.
Rest of Europe
82%
5 congresses
1 0 0 meetings
173 28.895 1 7 conventions, conferences and corporate events
1 9 social events
events attendees 6 incentive trips
2 6 others
Data for April – December 2017
13 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7MELIÁ PALMA BAY HOTEL
The Palma Convention Centre is one of the few congress and convention centres that has an adjoining hotel, providing it
with an excellent advantage in the accommodation of congress delegates and business travellers. The hotel also provides
additional leisure facilities and dining options for convention centre visitors and for residents and visitors to Palma.
The Meliá Palma Bay Hotel opened on April 1, 2017 and is an ideal base for discovering the city. Proximity to the Portixol
district, Palma Beach and the historical heart of the city are the perfect complement for any leisure or business trip.
21%
31%
43.518 71.008
Spanish
German
4% British Roomnights Bednights
Guest nationality French
4% Swiss Data for April to December 2017
5% Swedish
Italian
5%
18% Others
12%
14 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7MELIÁ PALMA BAY HOTEL
Guided by a service culture focused on excellence and ensuring delivery of the brand promise to guests, the Meliá Palma
Bay Hotel offers an accommodation experience totally geared towards guest satisfaction. The Meliá service philosophy is
based around building closer and more personal relationships with guests and to thus earn their loyalty. A firm
commitment to excellence and differentiation is reflected in the guest satisfaction figures obtained over the first few
months of hotel operations and other indicators used to measure reputation and positioning with respect to key
competitors.
46.2%
Net Promoter Score
Customer loyalty to the brand on a scale of -100 to 100. +33.44
Calculated by subtracting the percentage of detractors
from the percentage of promoters.
88.1%
Global Review Index (GRI)
Online reputation index. Based on guest ratings in +9.42
different websites and online travel agencies.
103.1%
Quality Penetration Index (QPI)
Calculated by dividing the GRI of the hotel by the GRI of
its local competitors. +8.56
Annual average Percentage difference between December
and April 2017
15 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7ECONOMIC IMPACT
Tourism significantly affects the economic, social and environmental balance in travel destinations,
directly and indirectly affecting the supply chain, employability and workforce training,
entrepreneurship, innovation and tax contributions, among other things. Employees
Payments to hotel and
The Palma Convention Centre measures the impact it has on different stakeholders as a way of 33,3%
convention centre staff
showing the capacity of the tourism industry to drive social cohesion and economic development. The
Convention Centre was created with the vocation and will to stimulate economic activity in Palma and
redistribute the wealth generated by business travel.
The revenues generated by the Convention Centre and hotel between April and December 2017
amounted to 9.4 million euros (18% more than initial forecasts made in the Business Plan), distributed
among stakeholders as shown in the graph on the right.
Over these first months of operations, Meliá Hotels International, the facility management company, Wealth distribution
generated a small negative cash flow due to the initial launch costs, pre-opening expenses and
investments in intense promotion of the Convention Centre and hotel in key feeder markets.
45,2%
In addition to the impact on cash flow generated by the activity of the Convention Centre and Meliá
Palma Bay Hotel, Meliá Hotels International also made an initial investment of more than 5 million
euros to adapt the infrastructure to its brand standards. 25,3%
Public
Suppliers administration
Payments to suppliers of -3,8% Payments for rentals, taxes,
food and beverage, external social security, etc.
9.4 Mn€ in revenues (April-Dec. 2017) services, transport, supplies,
etc.
Management
More than 5 Mn€ investment by Meliá Hotels company
International to begin operations Negative cash flow for operating
company
16 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7COMMITMENT TO CITIZENS:
INTEGRATION WITH THE SOCIAL AND BUSINESS FABRIC OF PALMA
In the current dynamic environment, the city of Palma has chosen to diversify its tourist activity as a way of generating greater
5,500 people economic and social value. In this context, the Convention Centre is a key asset both for attracting business travel, a more
profitable and superior quality travel segment, and for enhancing the cultural, artistic and social attractions of the city and as a
took part in the open days on 6 and 7 May key driver of greater social unity. The Convention Centre has carried out a number of activities to integrate the facilities with
the social and business fabric of the city and bring it closer to citizens to ensure it becomes a driver of value creation for the
city and community .
Open days
Under the slogan “It’s your Convention Centre”, just one month after opening, the Convention Centre opened its doors on
May 6 and 7 to allow visitors and, more importantly, Palma residents a chance to see the final results of all the work. This was
the result of firm commitment from both Palma City Council and Meliá Hotels International to all of the residents in the city.
More than 5,500 people turned up to view the facilities over the two days, an unequivocal sign of the interest that Palma
residents have shown in their new infrastructure.
Visitors enjoyed a guided tour of the key facilities and heard about the unique architectural significance of the building
designed by Francisco Mangado. In the Illes Balears auditorium - the largest of the two auditoriums - they were able to check
the quality of the acoustics thanks to a performance by the a cappella group "Supervoices" and the "Free up“ quartet. After a
tour around the Mallorca auditorium, the lounge, the banquet terrace and meeting rooms, the visit ended in the Expo area,
where visitors saw a number of classic cars brought in especially for the event and were treated to a snack.
Guided tours
From the moment it opened, the Convention Centre implemented a guided tour programme for town halls, business
associations, professional associations, business schools, foundations and non-governmental organisations, among others. An
e-mail has been set up to help arrange visits: visitapalau@melia.com
In 2017, more than 700 people were able to discover the Convention Centre during these guided tours, in addition to
inspection visits carried out by different companies and event organisers involving more than 2,000 people. These visits
continue in 2018.
17 Centre |A AN NN NU UA AL L R RE EP POOR RT T 2 20 01 17 7
Palma Convention Centre|COMMITMENT TO CITIZENS:
INTEGRATION WITH THE SOCIAL AND BUSINESS FABRIC OF PALMA
Inauguration by the King and Queen of Spain
The King and Queen of Spain presided over the opening ceremony of the Palma Convention Centre on September 25, 2017. The full event was
entitled "The show that never ends" and was dedicated to the music, culture and society of the Balearic Islands, highlighting the prominent role of
tourism and the importance it has had in the development and prosperity of the islands.
The King and Queen were accompanied by leading figures in the Balearic Government, Palma City Hall and the Island Councils, as well as
representatives of the Spanish Government and the most important Spanish institutions. The event was attended by a thousand people that
represented the social, cultural and economic fabric of all the islands. Numerous personalities representing the worlds of culture, art, business and
sport in the Balearic Islands, including Rafael Nadal, also sent congratulatory messages and their best wishes for the future for the Convention Centre
in a video that was viewed during the event.
The Balearic Islands Symphony Orchestra, the Escolanía de Lluc choir and the comedian Agustín "El Casta" were guest stars at the event, presented
by the Mallorcan actor Simón Andreu and the singer and presenter Victoria Maldi. After the event, all the guests enjoyed a Mallorcan-style cocktail
prepared by the Food and Beverage team at the Convention Centre.
The inauguration was classified as a "sustainable event“ due to the fact that the Convention Centre agreed to offset the CO2 emissions it generated
through a reforestation programme in 2018 in the Llevant National Park in Mallorca .
More than 1,000 guests
and representatives of Balearic society
attended the inauguration
18 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7COMMITMENT TO CITIZENS:
INTEGRATION WITH THE SOCIAL AND BUSINESS FABRIC OF PALMA
In 2017, the Palma Convention Centre hosted numerous activities and events related to the cultural promotion
and development of Palma, the enhancement of economic activity or the recognition of people or organisations
that have contributed to the prosperity of the Balearic Islands. This all confirms the openness of the Convention
Centre to the city and its aim to become a meeting point for the Mallorcan people and a gateway to knowledge
and entrepreneurship in the Balearic Islands.
One of the events most closely related to the islands and their activity was the Tourism Night that was held on
World Tourism Day to acknowledge the work done by travel companies and professionals with the presentation of
the Balearic Islands Tourism Awards. Following this recognition of the work done by people and organisations
with exemplary careers linked to the islands, the the Convention Centre also hosted the Diario de Mallorca
Awards and the Second Entrepreneurial Gala organised by the Confederation of Business Associations of the
Balearic Islands (CAEB), coinciding with its 40th anniversary
Furthermore, the AFEDECO Business Federation held the sixteenth edition of its Nit del Comerc at the the
Convention Centre, an event dedicated to promoting trade in the islands in which prizes were awarded to the
most prominent businesses in each municipality .
Spanish Architecture
Award
In 2017, the Palma Convention Centre,
designed by Patxi Mangado, received
Spain’s highest architectural award,
highlighting the innovative nature of
this city icon.
19 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7COMMITMENT TO CITIZENS:
INTEGRATION WITH THE SOCIAL AND BUSINESS FABRIC OF PALMA
To highlight the contribution of Business Travel as a driver of reduced
seasonality, wealth creation and social development, the Palma
Convention Centre jointly organised the first meeting for MICE
professionals on the island. Mallorca MICE Destination was a forum for
debate and knowledge sharing to help make the island a better destination
for international business travel.
The celebration of the first El Económico Forum by the Serra Group was
the first event held in the Mallorca Auditorium in April 2017, making the
Convention Centre a meeting point for the analysis of the Balearic
economy and its strengths, bringing together representatives from all
industries, the public administration and businesses in the Balearic Islands.
With the aim of contributing to the promotion of superior quality cultural
and leisure activities in the city, the Convention Centre and Meliá Palma
Bay sponsored many local events such as the International CómicNostrum
Festival 2017, the Gaming Days tour (national event for video games and
e-sports), the Love the 90's music festival and concerts by Michael Bolton
and Tom Jones, among others.
The Convention Centre has also used its online communication channels
(social networks, blog and newsletter) to publicise the general cultural and
leisure agenda in Palma and the Balearic Islands, and has also opened its
doors to live broadcasts for some of the most popular radio programmes
in Spain, such as La Ventana (Cadena SER), Gente Viajera (Onda Cero) or La
Tarde (COPE), which broadcast a special programme on Mallorca.
20 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7MELIÁ HOTELS INTERNATIONAL SERVICE CULTURE
In October 2016, the Contracting Committee for the Convention Centre and adjoining hotel, consisting of representatives of the
Palma Convention Centre Consortium, announced that Meliá Hotels International had been chosen to operate the new facilities. At
the time, the Vice President and CEO of the hotel company, Gabriel Escarrer Jaume, said "we assume responsibility for successfully
and sustainably managing what will undoubtedly become a benchmark congress centre in Europe and an epicentre of social and
cultural life in Mallorca and the Balearics".
Founded in 1956 in Palma de Mallorca by Gabriel Escarrer Juliá, Meliá Hotels International is now one of the largest hotel
companies in the world and market leader in Spain, with more than 380 hotels open or in the process of opening in more than 40
countries operating under seven different brands: Gran Meliá Hotels & Resorts, Paradisus by Meliá, ME by Meliá, Meliá Hotels &
Resorts, Innside by Meliá, Sol by Meliá and TRYP by Wyndham.
Meliá Hotels International is a member of the Spanish IBEX 35 stock market index and is the Spanish travel company with the best
corporate reputation (Merco Ranking) as well as one of the most attractive companies to work for internationally. Given the
current global environment, Meliá Hotels International has focused on strengthening its corporate culture and updating the values
of proximity, excellence, coherence, dedication to service and innovation which have always been part of company DNA. In 2017,
these solid corporate values helped company hotels achieve a global Net Promoter Score of almost 50%, above the average for the
industry.
The slogan “Leisure at heart, business in mind” expresses Meliá’s objective to strengthen its leadership in the leisure and “bleisure”
(business + leisure) hotel segments. With an eye to the future, the company has entered a new global era with optimism and
objectives for constant international growth, the delivery of excellent management and service standards, digital transformation
and strong brands.
Through the management of the Palma Convention Centre, the company has placed the international know-how acquired over six
decades of experience at the service of the city, along with a strong professional team - where pride of belonging stands at over
90% - and a deep-rooted service culture based on family-business principles and long-term vision and commitment thanks to the
bonds of the Escarrer family with the business and, especially, with the island of Mallorca.
21 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
"A business needs a successful community, not only to
Relationship between management model and
generate demand, but also to provide crucial public assets
United Nations Sustainable Development Goals
and an environment that supports the business. A
community needs successful businesses that offer jobs and
wealth creation opportunities for its citizens "
Michael E. Porter and Mark R. Kramer
A responsible hospitality model is one that is committed to Destination
contributing to the development of its surrounding environment. It is
Employability marketing and
precisely this spirit that has led the Palma Convention Centre to
promote Corporate Responsibility aligned with the Sustainable social leisure
Development Goals of the United Nations and thus generate value to
share with the entire community.
Innovative and
To face this challenge, the Convention Centre has made a number of Responsible
eco-efficient
commitments to society in the following areas: product
business
22 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
The opening of the Convention Centre and Meliá Palma Bay Hotel in April 2017 created a new Employability
source of quality employment for the city. The average workforce in 2017 was 131 people and, as
the Vice President and CEO of Meliá Hotels International, Gabriel Escarrer, emphasized, "the
company is committed to maintaining an increasingly important and stable level of employment in
line with the increase in activity we expect in the Convention Centre". The Convention Centre has
also worked with organisations in the Balearic Islands to promote the workplace integration of
people in situations of vulnerability or at risk of exclusion from society, as well as promoting youth
employability through increasingly appreciated methods such as dual training.
Workplace integration of the disabled
Sustainable tourism development and its local impact help create wealth by empowering the
disadvantaged through improvements in their employability, among other things. The Convention
Centre thus aspires to become an inclusive work environment for people with disabilities, making it
easier for such people to join the team. To promote a more responsible and inclusive supply chain,
the Convention Centre has also worked together with the special employment centres run by the
Amadip Esment Foundation.
48% 52%
36%
< 30 years old 41%
30 – 40 years old 46%
recruitment among the
unemployed
131 people
> 40 years old 13% (percentage of current team)
Average team size at the Convention Centre and Meliá
Palma Bay between April and December 2017
23 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
Employability
Training for vulnerable people in real work environments
The Convention Centre has opened its doors to people at risk of social exclusion, overseen by social organisations
with tourism training programmes and offering a protected environment for real high-value learning. Thanks to a
partnership agreement with the Esment Professional School (Amadip), in 2017 the Convention Centre started a dual
training project that involves an educational model for young people between 16 and 30 years of age combining
training and paid work in a company, in this case the Convention Centre, from the first day. This has led to three
students from the school combining their training with work at the Meliá Palma Bay Hotel. The Convention Centre
has also committed to offering internships to students who take the Vocational Training courses at the school.
Academic cooperation
Esment Professional School (Amadip) Curriculum enhancement through work experience and job listings
Balearic Islands Hotel School The Convention Centre is committed to personal development, training people for employment and developing the
Balearic Islands University technical and social skills required to improve opportunities for access to quality work. To help in this, it has reached
agreements with several academic organisations to provide internships for Tourism and Hospitality students,
Felipe Moreno University allowing students to develop their personal and technical skills under the supervision of company employees. In
CESAE Business & Tourism School 2017, 6 students completed internships at the Convention Centre or Meliá Palma Bay Hotel as a result of
Sant Pol de Mar Hotel School cooperation with the Balearic Islands Hotel School and Balearic Islands University, the Felipe Moreno University,
CESAE Business & Tourism School, Sant Pol de Mar Hotel School, Eurocultum and IES Junipero Serra.
Eurocultum
IES Junipero Serra
24 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
Destination marketing and social leisure
The Convention Centre aims to help raise awareness about the artistic, historical and cultural
heritage of the Balearic Islands, highlighting its most important attractions and opening them up
to the entire community of residents and visitors. For this reason, in 2017 it sponsored several
projects linked to cultural and leisure facilities (see more information in the section on
"Integration in the social and business fabric of Palma") and carried out cultural campaigns and
activities through its online communication channels to help promote the city as a year-round
travel destination. See more information in the Communication Plan section.
Among the main objectives in its corporate responsibility programme, the Convention Centre also
aims to help groups at risk of exclusion gain access to culture and quality leisure facilities to help
with their social integration, with a particular focus on vulnerable children.
The protection of children has become the main focus for social action at the Palma Convention
Centre, which has strengthened its commitment to children by supporting projects that have a
transformative impact on Balearic society.
36,500 euros
Value of the facilities used for charitable events
between April and December 2017
25 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
Sport for social integration
Destination marketing and social leisure
Meliá Hotels International is the main sponsor of the Millor Junts charity race promoted by the Rafa Nadal
Foundation. As a result of this partnership between two organisations with shared values and a strategic focus on
protecting vulnerable children, the Convention Centre was chosen as the starting point for the race thanks to its
location in the same neighbourhood (Nou Llevant) as the Rafa Nadal Foundation Centre, which in turn became the Music and solidarity
finishing line for the race. All the money raised from the event was donated to the Rafa Nadal Foundation Centre
which cares for children and young people from socially disadvantaged neighbourhoods in the city. The Convention Centre organised and promoted the first charity concert
offered by the Balearic Islands Symphony Orchestra Foundation, performed
The Convention Centre thus joined forces with Meliá and the Foundation to make a positive influence on its by members of the Symphony Orchestra and a hundred young students
immediate surroundings, promoting activities in the area and contributing to improving the neighbourhood and the involved in the Petita Simfónica project, the result of collaboration between
quality of life of residents. the Symphony Orchestra and 36 schools and music conservatories in the
Balearic Islands. The event was attended by more than 1,000 people and also
highlighted the importance of creating spaces for young people to learn
music together.
More than 6,000 euros
Amount raised by Unicef at the
Petita Simfónica concert
In June, the Convention Centre also opened its doors to two important
organisations in Mallorca: Escola Fundació MésMúsica and Mallorca Sense
Fam, which work together to help people at the highest risk of exclusion in
Mallorca. Students and teachers from the school offered a summer concert
entitled “A journey in the world of music “, combining music and solidarity to
support a Mallorca Sense Fam project to distribute basic foods to local
families at risk.
26 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
Quality leisure activities for children
Destination marketing and social leisure
In line with the objective to provide quality leisure options for kids, and continuing
with the cooperation with the Rafa Nadal Foundation, the Convention Centre
organised a day full of fun and activities for 64 children involved in Foundation
programmes. The activity consisted of a visit to the Katmandu theme park, part of the
Sol Katmandu Park & Resort operated by Meliá Hotels International in Magaluf
(Calviá).
The Convention Centre and Cinesa also organised a film day in December with
popcorn and soft drinks for 250 children at risk of exclusion, who enjoyed one of the
most popular children’s Christmas movies just like other children. All the children
were participants in different programmes run by local social organisations such as
the Balearic Red Cross, the Pere Tarrés Foundation, the Natzaret Foundation, the
Padre Montalvo Foundation and the Aldaba Foundation. The children enjoyed a
private showing of the movie Ferdinand in a private projection room at Cinesa Festival
Park in the Mallorca Fashion Outlet Mall. Through actions such as this, the Convention
Centre aims to create alliances that generate a positive impact on families.
More than 300 children
in situations of vulnerability in Palma were able to
enjoy leisure activities organised by the Palma
Convention Centre in 2017
27 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
Responsible product
Supply chain
The Palma Convention Centre and Meliá Palma Bay Hotel aim to generate economic and social value through lasting partnerships
with responsible organisations that guarantee quality supplies.
Through the Meliá Hotels International Procurement Centre, the Convention Centre and Meliá Palma Bay Hotel have access to the
company's global supply system, benefiting from negotiated conditions with a broad portfolio of suppliers. Based on the hotel
chain’s supplier relationship model, corporate responsibility is an essential factor in defining shared objectives and commitments.
100% of the suppliers of the Convention Centre and Meliá Palma Bay Hotel linked to the company's global agreements have signed a
sustainability clause in agreements with Meliá Hotels International which ensures that commitments are shared and supported by
suppliers, allowing criteria on sustainability, ethics and responsibility to extend to the entire supply chain.
The contribution of the Convention Centre to the local economy in Palma is also guaranteed by a commitment to a shorter and more
inclusive supply chain. The purchase of local products and services and their promotion (e.g. local products used in Food and
Beverage services) is prioritized, together with services provided by special local employment centres.
191 local suppliers
4.3 Mn€
Payments to local suppliers
between April and December 2017 (also includes part of the non-
recurrent initial investment in launching the Convention Centre)
28 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
Healthy diet
Responsible product
The increased interest in healthy diets and demand for more environmentally
responsible products are creating a new type of consumer. To meet current dietary
recommendations and address new consumer concerns, the Meliá Palma Bay Hotel has
developed a new programme called MY BALANCE which includes healthy options in all
hotel dining concepts and affects all the activities of the Food and Beverage
Department.
The MY BALANCE manual describes the products that each hotel dining concept must
include. All the products in the MY BALANCE programme meet dietary and nutritional
standards based on the ©Norma Healthia international standards that certify hotels that
offer guests the chance to follow a healthy diet during their stay.
The Food and Beverages concepts at the Convention Centre and hotel are based around
Mediterranean cuisine and healthy eating. The cafeteria and restaurant on the ground
floor of the hotel are open to the public to help integrate the facilities with the city and
local residents. ELYXR is a “Grab & Go” concept serving healthy takeaway food at the
Convention Centre. The Trasluz Restaurant in the hotel is an all-day dining concept open
from morning to very late at night and adapting its menu to the different times of day.
The Convention Centre also has a restaurant with a terrace overlooking the sea which
serves event attendees.
In line with the positioning of the Meliá Hotels & Resorts brand, the Meliá Palma Bay Hotel aims to offer a
balanced lifestyle for guests. This is reflected in the concepts and attributes it includes in its value proposition for
guests. Superior rooms offer a number of services designed to promote the well-being of guests, such as a fit ball
so they can exercise while away from home or a vitamin shower. Even the room amenities are designed to
inspire relaxation, such as the mandala notebooks.
29 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
The Palma Convention Centre aims to contribute to the preservation of the environment and Innovative and eco-efficient business
mitigate the impact of its activities while raising awareness about sustainability among its
stakeholders, focusing on innovation in efficiency, prioritizing the use of renewable energy and
helping ensure the sustainability of destinations and more responsible tourism.
Sustainable events
The Palma Convention Centre considers sustainability a differentiating factor in its meetings and
events products, offering attributes that minimise the environmental impact of business travel and
congresses. To achieve this, it has created ecomeet, an events product for people who see
sustainability and taking care of our planet as a way of life and apply it to all their personal and
professional activities. Ecomeet events focus mainly on optimising accessibility and energy
efficiency, using recycled material, minimising waste, and allowing the measurement and
compensation of the carbon footprint caused by electricity use and and heating.
Sustainable mobility
With the advantage of having a bicycle lane on the nearby Paseo Marítimo seafront, the Convention
Centre and Meliá Palma Bay Hotel encourage sustainable mobility to help reduce CO2 emissions
and raise environmental awareness among customers. Rental facilities have been installed for
bicycles and electric scooters which customers are encouraged to use to get around the city.
The idea has been a great success, even among congress visitors, who make their trips by bike
between the Convention Centre and the hotels in Palma where they are staying. In 2018, five
charging points for electric vehicles will also be installed in the Convention Centre car park.
30 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
SAVE Project Innovative and eco-efficient business
The Palma Convention Centre and Melia Palma Bay Hotel have been added to
the Meliá Hotels International SAVE Project, a pioneering energy-saving and
efficiency project to reduce the environmental impact of the business,
recognised by the Spanish Ministry of the Environment and included in the
voluntary emission reduction system. Since the facilities were opened, energy Carbon footprint
and water use and waste have been monitored regularly to analyse any (April – December 2017. Kg of CO2)
deviations from objectives and detect potential issues and opportunities for
improvement in the facilities.
The main areas of work in the SAVE Project involve the management,
monitoring and control of energy demand, the standardisation of efficient
systems and products, raising awareness among employees, obtaining energy 0 241,091.18
from renewable sources, researching the feasibility of investments in energy Electricity* Natural gas
saving and encouraging the proper management of waste and implementing (range 1) (range 2)
measures to reduce it.
100% renewable energy 34,981.58 276,072.76
Waste
* The Convention Centre and Meliá Palma Bay Hotel use (range 3) TOTAL (kg CO2)
100% renewable energy as a result of the agreement
between Meliá Hotels International and Endesa, meaning
that CO2 emissions are zero.
31 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7CORPORATE RESPONSIBILITY IN MANAGEMENT
Investments in energy efficiency Innovative and eco-efficient business
Automatic start system and variable frequency in escalators.
The installation of this photo-sensor system allows escalators to be activated or deactivated
depending on the presence or absence of users. In addition to significant energy savings, the system
extends the life of the escalators.
Monitoring of meeting room energy use
To better track energy consumption and calculate the carbon footprint of ecomeet events, the
consumption of electricity and fuel is monitored in all meeting rooms at the Convention Centre.
Optimization of meeting room lighting
In 2017, some of the meeting rooms at the Convention Centre were fitted with LED lighting,
generating significant energy savings and a reduction in waste due to the long life of LED technology.
Efficiency in waste management
In 2017, Meliá Palma Bay worked on a project to reduce the environmental impact caused by waste.
The hotel has significantly reduced the use of packaging and plastics, replacing them with products
that pollute less or have a longer life. Two cardboard and plastic compactors have also been installed
and waste is very rigorously separated. The current recycling rate at the Convention Centre is 66%,
much higher than the European Union's target of 50% for 2020.
In 2017, the Palma Convention Centre celebrated the European Week for Waste Reduction from
November 18 to 26, in which employees learned more about the importance of managing household
150,000 euros
waste in the most efficient way possible.
Investment in energy-saving technology in 2017
32 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7SALES ACTIVITIES AND COMMUNICATION PLAN
Sales strategy
Meliá Hotels International has placed the services of its extensive sales
network at the disposal of the Palma Convention Centre. Formed by a team
of more than 200 people in 37 offices in the most important feeder markets,
the network is responsible for promoting the Convention Centre in the
European MICE market and attracting quality business. Each of the
company's regions has sales targets for both inbound and outbound markets
to ensure the maximisation of global revenues.
The Palma Convention Centre and Meliá Palma Bay Hotel have been included
in all of the Meliá Hotels International worldwide partnership agreements,
including agreements with major accounts such as AMEX, CWT,
HelmsBriscoe, Kenes International, MCI Group , Barcelo / BCD Travel, El
Corte Ingles or Halcón Viajes, among others. It has also become a member of
the main European and global MICE associations.
As a result of the digital transformation of the company, melia.com has
become its most important sales channel and an essential driver of
improvements in results in all business units, including the Meliá Palma Bay
Hotel. In 2017, the company also made progress on the digitalisation of its
Member of: B2B strategy (Business to Business) to reinforce its commitment to
professional partners. The company launched meliapro.com, a specific
website for meeting planners, business travellers and travel agents, to which
ICCA (International Conference & Convention Association) the Meliá Palma Bay Hotel has been added.
MPI (Meeting Professional International)
AIPC (International Association of Congress Centres)
APCE (Association of Spanish Congress Centres)
33 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7SALES ACTIVITIES AND COMMUNICATION PLAN
Launch Plan
The first stage of the launch plan for the Convention Centre included activities aimed at raising awareness about the new facilities in the main feeder markets and
target markets. This communication focused both on positioning the Convention Centre in the MICE segment and positioning the Meliá Palma Bay Hotel in the
“bleisure” segment (business + leisure), both in Spain and internationally. The second stage aims to attract and develop business and, finally, consolidate that
business.
Industry trade fairs Inspection visits
World Travel Market – London (UK) Between April and December 2017, 165 inspection visits were
FITUR – Madrid (Spain) carried out with corporate clients, associations and local and
IMEX Europe – Frankfurt (Germany) national agencies, as well as organizers of events and congresses
IMEX USA – Las Vegas (United States) from all over Europe.
IBTM World – Barcelona (Spain)
ITB – Berlin (Germany) Fam-trips
10 fam-trips have been carried out with travel agents, OPCs and
Participation in ICCA forums Associations from Madrid, Barcelona and countries such as
ICCA Iberian Chapter – Portugal Germany, Switzerland, the United Kingdom and the Scandinavian
Forum ICCA International – Japan countries.
ICCA International Congress – Czech Republic
Meliá Hotels International Showcase
Participation in specialist forums and sales trips Coinciding with the IMEX trade fair in Frankfurt, the previous
M&I Forum Paris (France) weekend the Convention Centre organised an exclusive event in
M&I Forum Seville (Spain) which representatives of the Meliá Hotels International global
M&I Forum Dubai (UAE) sales offices met up with more than 140 international Hosted
The Meeting Space (Hungary) Buyers, i.e. MICE professionals with decision-making capacity for
Roadshow Meliá Hotels Internatonal TOP 20 (Austria and Germany) contracting event and meeting spaces and thus potential clients
Workshop BED Barcelona, Eventoplus (Spain) for the Convention Centre.
Workshop MICE & BT accounts Barcelona of Meliá Hotels International (Spain)
AIPC Operations Summit Barcelona (Spain)
34 Palma Convention Centre | A N N U A L R E P O R T 2 0 1 7You can also read
