N
ewcomer luxury boutique
hotel in Chueca, a central
Madrid neighborhood, came
on the scene determined to
make a difference in each
guest’s stay.
Transform a former Madrid
palace into a hotel that’s a design
showstopper. Add a concept that
pampers the individual guest. Make
it cozy, yet chic, and it’s a hit
from day one.
What to name a hotel is similar to
naming a baby. It’s often a toss-up.
Will the choice fit? For the fivemember naming committee of Ayre
Hoteles, based in Ibiza, Spain and
already “parents” to 10 hotels, the
task to brand their first boutique
hotel in Madrid was at hand. A lot
was riding on this stellar property
located in the trendy and bustling
Chueca neighborhood, minutes
from Madrid’s center. They had
to get it right.
Several goals were to be met. One
would set the hotel apart from
others in the four-star category;
another would spotlight the unusual
services provided to each guest
by the hotel and its staff. That
relationship would be personal,
so to speak. Then, of course, was
the magnificent transformation the
once-regal building had undergone.
Originally, it was a mid-nineteenthcentury palace that belonged to the
Maquiate de Alhama, the noble title
created by Spain’s Queen Elizabeth
II in 1865. But it wasn’t a palace
set amidst sprawling grounds with
fountains sprouting and with game
in the fields. It was a city palace;
set long and narrow between
two buildings, and adorned with
wrought-iron balconies that
overlooked Calle Barquillo,
a side street tucked away off the
elegant Paseo de la Castellana.
When the Maquiate died in 1915,
her descendants turned the property
into eight huge apartments.
Over time they became dusty,
deteriorated relics, no longer viable.
Especially beautiful inside the
former palace was the inner patio.
It reached skyward four stories
to create an oasis of serenity, at
all times, but particularly during
sweltering Madrid summers. On the
building’s street level was Librería
Padrino, a beloved book shop.
From Decay to Opulence
Restoring an older building can be
problematic, the Ayres Hoteles’
group discovered, evidenced when
termites were found in 40% of
the upper floors. Architect Carlos
Hernández-Carrillo led the €25
million restoration that replaced
many beams and returned ceilings to
their original splendor. The top room
that once housed elevator machinery
was transformed into Barquillo
Secret, the most beautiful room
in the hotel with a private spiral
staircase. The architect’s efforts
and those of the owners eventually
led to the hotel winning the X
Convocatoria a Los Premios a la
Iniciativa Hotelera 2014 “Premio
Rehabilitacion” award for excellence
in restoration.
A physical property is real and has
a balance sheet. Memorable special
touches are variables. If not
provided with a sense of style and
class, they can backfire. To name a
hotel that’s memorable, the group
wanted each discerning guest to
sense on arrival they would have
an “only for you experience” at the
70-room hotel. That philosophy led
to the only name possible: Only
YOU Hotel & Lounge Madrid. And
it’s never translated into Spanish
or another language.
When Only YOU opened in late 2013,
Spain’s four-star hotel industry was
suffering from the country’s severe
economic crisis. Many of the larger
hotels cut rates to survive. That
short-term fix worked for some
but services diminished, as did the
hotels’ upkeep. Raising prices then
became another issue for them.
“Our conc ept is not to fight price
with our competition. Instead, we
add value,” said Julio Portillo, the
assistant manager at Only YOU.
“You’re the only guest, only you,”
he emphasized.
One feature is to offer stays
calculated on 24 hours. Arrive at
Especially
beautiful and
serene is the
inner patio at
the Only YOU
Hotel & Lounge
Madrid
5:00pm and leave at the same time.
However, arrive at 11:00pm and
check out is 8:00pm, with permission
to leave luggage.
The Blue Lounge
is known for
its Englishstyle decor and
comfort
30
Breakfast is served from 7:00am
until 11:30pm “Enjoy whenever it
suits you best,” said Portillo. Room
service is 24 hours. Take a run in
nearby Retiro Park and return to the
hotel for a steam bath followed by
a homemade protein shake. Hangers
read “You look great in that.”
A complimentary wide-brimmed
hat is inside each closet. Slippers
read “right” for the right foot
and “always right” for the left
foot. Shopping bags read “let’s go
shopping.” A small jewelry box is
inside the safe. Little touches.
Big wins.