The inland tourism is gaining weight among those looking to disconnect, enjoy nature and live experiences linked to the territory. With this idea in mind, «A luxury with a purpose» was born, the new initiative of Biblu Thermal Hotels, a proposal with which the chain wants to invite you to discover the regions in which it operates throughout the year, beyond the thermal experience.
The campaign begins this summer in the spas of Ariño and Segura, although it is born with a vocation for continuity. Its objective is to associate inland tourism with a new way of understanding luxury, linked to time for oneself, silence, well-being, nature, gastronomy or the authenticity of the small villages and regions that surround them.
The initiative is part of Biblu Thermal Hotels’ positioning strategy under the concept «Luxury with a purpose», a philosophy that understands luxury not as an element associated with exclusivity or ostentation, but as the ability to generate well-being for people and contribute to the development of the territories where they carry out their activity.
«We do not want to compete with sun and beach tourism; we want to remember that there is another way to enjoy free time, more leisurely, more authentic and connected to the territory,» explains the general manager of Biblu Thermal Hotels, Pedro Villanueva.
The initiative will be developed using as a common thread a series of messages under the slogan «The luxury of…», which invite you to stop at those small moments that often go unnoticed: bathing under a starry sky, listening to the silence, letting yourself be taken care of in a spa, discovering the mining heritage, watching the flight of vultures or enjoying the local gastronomy without haste.
Far from focusing exclusively on the thermal offer, the initiative also incorporates some of the main tourist attractions of the Teruel regions of Andorra-Sierra de Arcos and Cuencas Mineras, such as its industrial and mining heritage, its landscapes, its night skies, the richness of its biodiversity or the authenticity of its small municipalities. The objective is for the visitor to discover that the experience does not end at the spa, but continues to travel through a territory full of natural, cultural and gastronomic resources.
PROMOTE THE TERRITORY TO GENERATE OPPORTUNITIES
Biblu Thermal Hotels explains that this initiative responds to a way of understanding tourism in which companies must also take an active role in the promotion of the destinations where they carry out their activity.
«Our goal is not only to attract visitors to our spas. We want those who choose us to discover our regions, tour their villages, learn about their heritage, enjoy their gastronomy and live experiences that can only be found here, says Villanueva.
A PROJECT WITH CONTINUITY THROUGHOUT THE YEAR
Although the initiative is presented coinciding with the summer season, Biblu is already working on its continuity with new messages and experiences adapted to each season of the year. The intention is to consolidate «A luxury with a purpose» as a permanent project of territorial promotion, contributing to deseasonalize visits and remembering that it is always a good time to enjoy those small luxuries offered by the inland regions and their natural environment.
