The Throwback: Why all-inclusives might have a point

In Playa de Muro there are 32 hotels. Depending on your definition, there are roughly the same number of restaurants. One restaurant per hotel. You might think that this was a pretty decent equation when it comes to there being adequate business for restaurant owners. Not so, when you take into account the impact of all-inclusive offers.

One restaurant owner was talking about a protest against all-inclusives. It's a familiar theme, is it not? There was similar talk along Puerto Alcúdia's Mile earlier in the season. But there is a difference in Playa de Muro, isn't there? It's a different market.

Playa de Muro does not have the same sort of vast all-inclusive ghettoes that Puerto Alcúdia has, but all-inclusive it most certainly does have. A trawl through some websites of hotels in the resort confirms this. From the more economy Continental and Lagotel to the more exclusive Vivas and Iberostars, you will find that all-inclusive is available. Playa de Muro may be a different market in that it is generally up-market, but what's up-market when it's still subject to the same market conditions created by all-inclusives. That restaurant owner was scathing not only about the existence of so much AI, he was also critical of what he saw as an undermining of the apparent "quality" in at least one of the more up-market hotels. Plastic glasses. Re-used. Or so he says.

Playa de Muro is a curious resort. It is a complete invention of the tourism boom. There was no Playa de Muro until the late 60s and early 70s. The development around Las Gaviotas and the Esperanza hotel started it all off, and then along came a handful of restaurants and ultimately the coastal colonisation as far as Alcúdia Pins. The resort has nothing of the past of a Puerto Alcúdia or Puerto Pollensa, or even Can Picafort: it just emerged.

But as with other resorts, those who started businesses there enjoyed some good times, some very good times indeed, buoyed also by the residential tourism of Mallorcan-owned second homes and foreign-owned holiday homes, of which there are a not insignificant number. However, Playa de Muro and its businesses, save for the hotels, is a victim of that old success. Many places have simply never moved with the times. And now that times are not so good, it's hard to justify the sort of investment that might be said to be required to make places seem less, well, old-fashioned.

In the resort there are two five-star hotels. I was once told by someone at a car-hire firm that it, the car-hire agency, does good business with those from the five stars who head off in the search of restaurants, Pollensa perhaps; but not in Playa de Muro. I can recall forum comments from guests at four-star Iberostars preferring to stay in the hotel and eat because they weren't much taken by the restaurants nearby. There is nothing wrong with the restaurants nearby, quite the contrary, but many look what they are - throwbacks. For a market that has grown more sophisticated, even one that goes AI, there is an image crisis in Playa de Muro. And to this one can add the fact that there is so little differentiation. Where, for example, can one eat Mallorcan cuisine? Mar Petita, yes. Meson los Patos, yes. But the latter isn't actually in Playa de Muro. Otherwise, it's a mix of burgers, steaks, grills and the odd touch of the Orient.

The counter-arguments that the hoteliers make when faced with complaints about the impact of all-inclusive include one that businesses should make a greater effort to improve or change their products. It's not always easy, and in certain instances, e.g. along the Mile in Puerto Alcúdia, it's especially difficult because of the nature of the market. But despite the all-inclusive, Playa de Muro is an example of somewhere, because it does benefit from a more exclusive market, where greater attention to product, to image, to marketing would probably go a long way.

There won't be a protest because there would be a lack of will to effect one, and it would be of no value in any event. One can sympathise, and I do, because I know a number of these business owners, but try telling them that a change might benefit them and they'll pooh-pooh the idea. Fair enough; they know better than I what their business is. I don't run a restaurant. But I do hear and read a lot of comments, and I can observe for myself, as others observe and choose to stay in their 32 hotels.


Any comments to andrew@thealcudiaguide.com please.