“I consider myself very lucky to be part of a company that will undoubtedly help improve the brand image of Tarifa—a magical corner of the world”
Jeanne V., manages Hotel & Spa La Residencia Puerto in Tarifa. Her professional career began by managing a number of companies in France, Switzerland and Argentina. Jeanne arrived in Tarifa just three years ago, in search of a change of pace and better quality of life and found herself working on what was then known as La Residencia project.
Tarifa is the southernmost point in continental Europe, and the hotel faces the lovely port of Tarifa, a short walk away from the historic town centre, shopping areas, restaurants and Playa de los Lances beach. The four-star hotel has 50 bedrooms and five junior suites and features an open-air heated swimming pool, spa and restaurant. All the bedrooms have a view of the sea or the inner courtyard. Each room has been decorated in a Moroccan style with natural materials, creating a bright and relaxing atmosphere.
We wanted to find out more about this new hotel in one of the most beautiful spots on the Cadiz coast, so we reached out to the hotel manager for an interview. She told us everything there is to know about Hotel & Spa La Residencia Puerto, along with the best things about living in Tarifa and how she sees the future of the hotel industry.
Lookout Pro: What are the key skills a hotel manager needs?
Jeanne V.: It’s a very varied and demanding job. As a manager, you have to pay constant attention to make sure you are on top of developments, so you can meet the needs of guests and ensure their stay is as comfortable and relaxing as possible. A hotel manager has to know how each department operates, to make sure everything runs smoothly and efficiently. The position requires vision, leadership, organisational and management skills, customer service and an eye for detail.
Lookout Pro: How many people do you have in your team?
Jeanne Wambergue: Hotel & Spa La Residencia Puerto has 30 staff spread over several departments: Reception, Administration, Housekeeping, Restaurant, Spa and Maintenance.
Lookout Pro: From a hotel manager’s perspective, what are the main points to consider when running a hotel in a small town with high levels of tourism, like Tarifa?
JeJeanne V.: Tarifa is changing. Tourists are asking for better quality, and in Tarifa, in particular, many guests are concerned about the environment and are interested in sustainability and cultural initiatives. We have a very clear objective: being part of high-quality and respectful tourist development in Tarifa—courteous to guests, mindful to employees and partners, and respectful to the environment.
Lookout Pro: What are the main challenges facing La Residencia?
Jeanne V.: Offering our guests a unique experience: if you choose La Residencia, you choose to stay somewhere exceptional. We have to be up to the task and make sure our guests have an unforgettable trip. We need to stand out in a competitive environment, and we want to be the best hotel in Tarifa: we have to pay very close attention to what our guests want and react quickly. We want to guarantee high quality and reliability.
In terms of how the hotel is run, people come first. Another challenge we face is making sure our team is happy. At La Residencia, we believe that our employees are the key to our success. We want to hire staff who are motivated, pay them a fair wage and encouraged to develop through continuous training.
Helping the environment: we run a working group that includes the hotel owners, employees and collaborating professionals so that we can draw up an action plan to address the following issues: becoming more energy-efficient, using cleaner energy, reducing waste, reducing plastic and supporting initiatives and organisations through environmental education projects.
Lookout Pro: How has it gone since La Residencia opened in Tarifa, and have you felt welcomed?
Jeanne V.: We opened at the end of September last year, after high season. The hotel has had excellent occupancy rates since it opened, even though there were still a few things left to finish.
Occupancy rates have been excellent in 2019, and we’ve reached and even surpassed our objectives. Our guests have helped us a lot by giving us feedback and very useful suggestions. Our strength lies in being quick to react and flexible enough to adjust.
Lookout Pro: What are your forecasts for next year?
Jeanne V.: We have ambitious occupancy and performance targets for the coming year, which we’re set to achieve thanks to our good reputation, excellent staff and constant improvements.
We’ll start the new year with a new system that allows us to have better control over our prices, ensuring we offer our guests a sufficient and personalised price range.
Next year our goal will be working towards deseasonalising visits; we want to show Tarifa as a destination with numerous possibilities all year round.
We also predict more visits to our promising restaurant, which opened in June this year. The spa at La Residencia Puerto is an excellent addition to the hotel, and it’s also open to the public. We have worked very hard with our team to develop these two projects in a sustainable way that meets our high standards.
Lookout Pro: What added value does the spa provide to your hotel, especially in a location like Tarifa?
Jeanne V.: The spa was designed by professionals with extensive experience in designing spa facilities and was built with high-quality materials. Facilities include a sauna, hammam, cold and heated swimming pools with a jacuzzi and water jets, an aromatherapy circuit and chromotherapy showers. The decorations have been carefully planned down to the smallest detail. The spa is the jewel in the crown of our hotel, and our team of professional masseurs and beauticians help ensure its success. Our spa is open to the public, and we expanded this year to offer an even more comprehensive range of treatments and massages.
Lookout Pro: What type of guest are you trying to attract at La Residencia Tarifa?
Jeanne V.: Our hotel was designed with an eye for detail, and we’ve developed the establishment along green and sustainable lines. We exchanged the toiletries in the bathrooms for dispensers with eco-friendly products, we’ve installed water fountains to generate less waste, and our breakfasts include fresh, locally produced, healthy food. Our guests value these aspects and they don’t just choose to stay with us at random or based purely on price. Children are welcome, and we offer many details for families so they can make the most of their holidays.
Lookout Pro: Currently, La Residencia is ranked 13th out of 23 hotels in Tarifa on TripAdvisor. As the most frequently visited website for people planning their next trip, TripAdvisor acts as a showcase for future guests. How do you manage your online reputation at La Residencia?
Jeanne V.: Our marketing position aims to look after our brand image and share information about the hotel that’s in line with our values. But our guests do the real work: through their photos, comments and ratings, our guests are the best possible brand ambassadors. Even not so positive reviews are a great source of information, and we see them as an opportunity for improvement. Since opening our hotel’s received an overall rating of 9.3/10, which is excellent; we rank highest for cleanliness, location and customer service. What better reward could we ask for?
Lookout Pro: Now that the internet is the main way people book hotel stays, there’s no doubt that having a good reputation online is the best way to get bookings. What is your marketing strategy, and which channels to you use? Have you used marketing actions involving influencers?
Jeanne V.: As said before, a satisfied customer is the best contributor to our brand reputation. We don’t go crazy looking for collaborations that will give us content or comments in exchange for free stays or services. We have worked with some high-quality brands, creators and bloggers, but we always choose the best platforms where the marketing is in line with the image we want to transmit.
Lookout Pro: Finally, why stay at La Residencia in Tarifa? What can guests staying at La Residencia expect?
Jeanne V.: La Residencia exists thanks to the vision of the hotel owners; they chose exceptional locations for both the hotel and the apartments. The hotel has unbeatable views right in front of the port, and everyone who goes up to the hotel terrace is amazed by the panoramic views. Guests can enjoy the wonderful heated swimming pool in winter or summer, which has stunning views and the hotel spa is always open to unwind in the sauna or enjoy a relaxing massage. Our bar/restaurant overlooks an impressive Moroccan courtyard and is the ideal spot to spend the morning. “El Patio” restaurant offers a healthy menu with vegetarian options, kids’ menu and a selection of cocktails and snacks at any time of day. Then, of course, there’s the hotel breakfast… which you need to try for yourself!
