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Summary of our market study
The global market for building reception and concierge services is growing, driven by urbanization and the premiumization of services, especially in major cities around the world. A 2022 study by Spherical Insights estimates this market to be worth $750.8 million in 2021, with an expected CAGR of 6.1% from 2021 to 2030. In Spain, a significant market actor, the urban population stands at 81% in 2021, with a high proportion of residents (65.7%) living in apartments. Despite a slight decline in sector turnover by -2.66% during the COVID-19 pandemic in 2020, the janitorial sector showed resilience with a 7.54% increase in the number of janitors between 2019 and 2022.
Spain's market is fragmented with 153 outsourced janitor companies as of 2023, predominantly in the Community of Madrid. Growth is also spurred by Airbnb's expansion, with a 70% increase in hosts between 2021 and 2022, and the surge in co-working spaces that have seen a CAGR of 31.21% over nine years. However, while the hotel sector has begun digitalizing concierge services, the broader Spanish market remains less developed in digital offerings when compared to other European markets.
Market Dynamics and Trends in Building Reception and Concierge Services in Spain
Spain, with its urban landscape and high percentage of apartment dwelling, showcases a robust market for building reception and concierge services. The demand in the Spanish market is primarily driven by urbanization, which has seen a steady increase over the years. The market has also adapted to modern demands, such as the influx of shared office spaces and coworking trends. The rise of coworking spaces, signals new opportunities for concierge service providers. These spaces further amplify the potential market, with numerous companies and individuals drawing upon concierge services to enhance work-related well-being and efficiency. Concierge services in Spain have immense diversity, spanning janitorial duties, maintenance, security, reception, and additional amenities like laundry or entertainment booking. Moreover, the country has exhibited a remarkable augmentation in the turnover of the sector dedicated to building services. There was a reported turnover increase of around 15%, indicative of a healthy and flourishing industry despite a slight downturn during the COVID-19 pandemic year of 2020.
The market structure, however, remains fragmented with varied players including independent janitors for residential communities as well as specialized BtoB companies. This fragmentation implies that individual concierges, often engaged by co-owners or property developers, are a significant part of the market, although precise quantification is challenging. Amidst this backdrop, Spain has become a fertile ground for outsourced concierge companies. These companies, which aim to eliminate the hassle of administrative employment tasks for co-owners and offer streamlined dispute resolution, have seen an upsurge in demand for their services. Such firms not only cover the classic concierge offerings but also cater to niche sectors, including the growing Airbnb market, where digital concierge services are also beginning to carve out a segment. Regulations around the profession further shape the market, with collective agreements and decrees stipulating working conditions, training, salary ranges, and uniform provisions. Salaries for concierge personnel hover between 14,000 and 20,000 euros annually, with the job requiring around 40 hours of work per week and entitlement to around a month of vacation annually.
The Prominent Players in Spain's Building Reception and Concierge Services Sector
The Spanish market for building reception and concierge services is characterized by a diverse array of companies catering to both residential and commercial clientele. Each entity brings a unique set of services and expertise that distinguish them within the market landscape. Let's delve into the core offerings and client focus of some of the main market players.
Specialized Concierge Service Providers
- Caysa S.L. - Operating with proficiency in both the private and corporate realms, Caysa S.L. tailors its concierge solutions to serve residential properties and office buildings. Their suite of services spans the gamut from surveillance and building maintenance to sophisticated reception duties.
- Avan servicios externos s.l. - Based in the suburbs of Barcelona, Avan stands out for its adept provision of auxiliary services. They deliver an array of solutions, including janitorial fortitude for corporate spaces and bespoke concierge amenities that cater to a polished clientele.
- EHDC - EHDC has staked its reputation across the Basque Country for a comprehensive array of services including gardening, maintenance, and janitorial offerings. They extend beyond the traditional concierge role, providing legal assistance, home help, and even administrative management.
- Diversa Servicios - Valued for its 24/7 commitment, Diversa Servicios of Valencia specializes in access control and meticulous concierge services tailored for both corporate settings and private residences. Their cleaning services cover an extensive range, including specialized COVID-19 disinfection options to meet emerging client needs.
- GSC serveis - This company has honed its focus on a client-centric approach, offering a rich portfolio of janitorial services designed to maintain building operations, enhance security measures, and facilitate seamless visitor management.
Janitorial Services with a Cleaning Focus
- Solimp Emp - Madrid-based Solimp emphasizes building janitorial services that emphasize the upkeep of common areas within residential complexes. At its core, Solimp is a cleaning enterprise, extending their expertise to office environments and various disinfection services, underlining their adaptability to client demands.
Each of these companies has solidified their position within the Spanish concierge market by addressing specific niches, client types, and service requirements. Together, they form a vibrant tapestry of choice for prospective clients looking for comprehensive care of their properties and facilities. Whether seeking a residential building guard or high-end office reception services, these providers stand at the ready
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Summary and extracts
1 Market overview
1.1 Introduction
Reception services and building concierge services refer to all the services provided to visitors and residents of a building. The market can be divided into several segments:
- The concierge service for residential buildings: which takes the form of a guard in charge of the surveillance and maintenance of the building.
- Office building reception services: often outsourced to a company in the context of shared offices or directly entrusted to a member of the company.
- Hotel concierge services: included in the hotel's services.
The study focuses on the first two segments, which are activities in their own right, not included in a more global service.
Urbanization on a global scale is the primary factor driving market growth. Spain, with its high urbanization rate, is also a leading market, as it is also the first European country in terms of population living in apartments. Spain is therefore a buoyant market thanks to its own characteristics, and all the more so because the tourism sector linked to Airbnb also carries this demand.
The concierge market is currently undergoing many changes and is evolving to meet a multiform demand. Some co-owners now prefer outsourced concierge companies to independent concierge services. Digitalization, affecting more and more sectors, is also interested in concierge issues; although contrary to other European markets, the Spanish market seems to be less developed.although the Spanish market, unlike other European markets, seems to be underdeveloped in relation to these issues, real opportunities seem to be available in this sector.
1.2 The global market
The global market for building reception and concierge services is driven by the premiumization of services offered in office and residential buildings in the world's largest cities. From New York to Melbourne, via London, Paris and Frankfurt, reception and concierge services are taking their place at the entrance of buildings. As a result, they are becoming a major new argument in the installation (***) of new residents or companies. Indeed, they allow the management of both the operation and maintenance of the building, and that of the most varied needs of its occupants.
A **** study by Spherical Insights notes this trend of outsourcing daily tasks to concierge services by a growing wealthy clientele. It estimates that this market would be worth $***.* million in ****, and is expected to grow at a CAGR of *.*% over the period ****-****. Although private concierge services are different from concierge buildings, it is a trend that also impacts the demand and therefore the market for the latter.
Concierge services market Worldwide, ****-****, in millions of dollars Source: ****
In the building concierge services segment, there are companies such as Capitol Concierge in Washington DC, Boston Residential Concierge in Boston, Building Security Services in New York, Butler in Hong Kong, ...
1.3 The domestic market
The janitorial profession belongs to the Spanish statistical code CNAE "**** Servicios integrales a edificios y instalaciones". This code includes all activities related to the maintenance of buildings such as cleaning, security services, janitorial services, garbage disposal, guarding etc... There is an increase in turnover of **.**% between **** and ****. The year **** with the covid pandemic has slowed the increase in the progression of this growing sector, with a decrease in turnover of -*.**% between **** and ****.
Evolution of the turnover of the sector "Service dedicated to buildings and facilities" Spain, ****-****, in billions of euros Source: ****
However, there has been an increase in the number of janitors in Spain in recent years. While we do not have the data for the years **** and ****, we can observe that the sector has resisted the health crisis well with an increase of *.**% in the number of janitors between **** and ****. This figure includes all Spanish janitors, both private janitors and janitors from outsourced janitorial companies.
Evolution of the number of janitors in Spain Spain, ****-****, in thousands No data for the years **** and ****. Source: Informe sobre la actividad formativa en el ámbito dde la economia social by Ministerio de Trabajo y Economia Social With regard to future prospects ...
2 Analysis of the demand
2.1 Urbanization, the primary driver of demand
The rate of urbanization is a determining factor in estimating the population's need for janitorial services. The concierge service is a service that operates in the city within buildings. In ****, Spain is a country with a high urbanization rate, with **% of its population living in cities. Since **** there has been a very slight trend towards urbanization with an increase of * points in * years.
Spanish urban population Spain, ****-****, % of total population Source: ****
In addition to the rural or urban habitat, it is the number of people residing in a building that is more interesting in relation to the potential demand for concierge services. With **.*% of residents living in apartments, Spain appears to be the first European country with more people living in apartments than in houses, well above the European average of **.*% in ****. Spain therefore represented a potential market open to **.***** million people in a country with **.** million inhabitants in **** for building janitors.
European comparison of people living in apartments. Europe, ****, % Source: ****
The Spanish real estate market -concerning primary residences- was distributed as shown in the graph below. It can be seen that the Spanish market is dominated by homes with more than ** apartments, which represent **.**% of the total Spanish housing ...
2.2 Expected skills of janitors
Paying attention to the customer (***) are the two skills most requested by customers for the position of concierge. Contrary to the European average, it can be seen that the Spanish are less interested in the skills of "language" and "adapting to change", which are the most valued expectations of Europeans for this position, at **.**% and **.**% respectively.
The graph below shows the comparison between Spain and Europe regarding the skills required for the job of janitor. The skills, have been ordered according to the preferences of the Spanish market
Comparison Spain-EU between the most demanded skills in relation to janitors. Spain-Europe, ****, % Source: ****
2.3 Shared buildings and coworking, a new demand driver.
Co-Working Growth:
Co-working spaces may represent additional demand for the outsourced concierge sector. There were **** of them in Spain in ****, representing *,***,*** m*. **,**% of the coworkers in Spain are present in Barcelona, **,**% are from Madrid and the remaining **,**% are spread over all the other Spanish territories. It is a growing sector. In ****, there were ***,***m* dedicated to co-working available in Spain. In **** this figure represents *,***,*** m*. This is an increase of ****% in * years or a CAGR of **.**% of the sector in the same period.
Distribution of the number of co-workshops Spain, ****, number Source: ****
This interest in co-working can also be seen in the fact that two Spanish cities are in the Top ** of cities with the most operators. Barcelona is *th with ** companies, and Madrid **th with about ** operators.
Number of coworking space operators in selected European cities Europe, ****, in number of operators Source: ****
In addition to this, the work atmosphere and the sympathy with colleagues is the determining criterion for **% of Spaniards to improve their well-being at work. The latter can be maximized through the services offered by office concierges, which provide external services that promote the life of employees and their well-being.
The most important factors for well-being at work Spain, ...
3 Market structure
3.1 A fragmented market
The market for reception and janitorial services is fragmented and includes many players, ranging from independent building janitors to specialized BtoB companies.
An ancestral profession :
The building janitor's job is primarily aimed at residential buildings, since the original role was to organize travelers' visits and ensure the safety of the inhabitants. However, today, a building janitor can work in different types of establishments: residential buildings, professional premises, schools, industrial buildings... The janitor performs different types of tasks: he ensures the cleanliness of common areas, takes care of small renovations, informs visitors, opens and closes the establishment, he can also be in charge of a private property during the absence of its owners ... Employed by real estate developers, by the State or even by co-ownerships, the concierge also plays the role of intermediary between the individuals in the building.
A report commissioned by the community of Madrid presents the main functions of the concierge:
Supervise the work of the cleaning staff Carry out the cleaning and maintenance of the buildings Take care of the hot water tanks. Regulate the living together (***). Giving information to people who request it, accepting deliveries for people who are absent. Control the security of the premises, the ...
3.2 Value Chain
3.3 Companies in the market
In ****, there were *** outsourced janitorial companies in Spain. The concentration of the head offices is in the Community of Madrid -Autonomous Community consisting of a single province. This province constitutes **,**% of the head offices of the private concierge companies. Most of the groups have a local importance without obtaining a national scope.
The janitorial market is therefore a fragmented market made up of several players that can be categorized as follows:
The independent janitors are janitors working for buildings in Spain. They are then contracted by the syndic of the apartment - "comunidad de vecinos" in Castilian. It is difficult to estimate their number in Spain due to their independent status. There are *** outsourced janitor companies in the Spanish Kingdom.
In addition to the outsourced concierge companies that can be found in Spain, there are also other companies that offer concierge services:
Event companies offering concierge services such as Wevents. Companies that offer temporary janitorial services: these are mainly temporary employment agencies that offer to hire janitors or service assistants for their clients. Examples include Adecco and Randstand. Real estate companies offering concierge services : linetor for airbnb type rentals or El conserje. Other companies present in the segment but offering more ...
4 Analysis of the offer
4.1 Various services
If the concierge is above all a privileged contact in the building, the reception and concierge services are multiple. They depend first of all on the clientele to be addressed. For office buildings, it is mainly a matter of welcoming visitors and orienting them in the building. The receptionists are also in charge of calls, mail and building security. Concierge services don't stop there, as they focus on employee well-being. Many companies also offer activities, small stores and services that can be booked online to facilitate the management of private and professional life.
The services offered in residential buildings focus on the quality of life of the occupants: cleaning services, maintenance of common areas, laundry, provision of a driver, reservations for plays and other entertainment...
Below is a non-exhaustive list of the different services offered in Spain:
4.2 The development of concierge services for Airbnb
The development of Airbnb in Spain is an additional growth factor for concierge services, especially for outsourced concierge services. Indeed, with $*.*** billion spent in the Spanish market, it was already the third largest for the company. ***,*** accommodations were offered by Airbnb in Spain in ****, and with inflation, the company recorded an increase in its new number of hosts by **% between **** and ****.
How do you receive your airbnb guests? Spain, ****, % Source: ****
In ****, it is many Spanish companies that offer services to facilitate the business of Airbnb hosts. El Conserje, or Linetor offer services to hosts, such as a tailor-made concierge service that takes care of the arrival of travelers and the cleaning of the apartment. These services allow guests to enjoy their free time while leaving the management of their apartment to a third party.
4.3 Reception and digital concierge services
Unlike the French or Belgian markets, fully digitalized concierge services are not very developed in the Spanish market.
However, we can observe the beginning of a progressive digitalization of the business, but only on the hotel side:
In ****, the famous Spanish public hotels founded by King Alfonso XIII, "Paradores de Turismo" or simply called "Parador", were among the first Spanish hotels to use digital concierge services. Using the Parisian start-up LoungeUp, these hotels allowed their guests to access the following services, traditionally offered by a concierge, via their phone or tablet:
Communicate with the front desk. Soliciting a breakfast at home. Reserve a table in one of the hotel's restaurants. Reserve a pool time slot. Reserve a time slot at the gym. See the works of art exhibited in the hotel and obtain information on these works Learn about the history of the Parador.
source: Hosteltur
Also in the hotel sector, the Barcelona-based company Si Cloud offers several digitalization solutions for the concierge profession:
Check-in Online. Giving information about the state of the room (***). To have information about the hotel. Insert your bank details to facilitate payment. See your bill Increase the length of your stay. Request a service at ...
5 Regulation
5.1 Professional regulations.
The "Real Decreto ***/****, de ** de mayo", is the law that ensures the registration and filing of collective agreements in relation to a profession. Published in ****, "la ordonanza nacional de Trabajo para empleados de FIncas Urbanas" is the first collective agreement of the profession.
Training:
There are no professional qualifications required to become a janitor. A professional experience of * months is generally required to be hired. It is also possible to do additional professional training. Companies like Euroinnova offer this kind of training.
Salary and working hours:
The salary is estimated between **,*** and **,*** euros per year. It depends on the number of buildings the janitor looks after and the collective agreement of the sector. The janitors of the community of Madrid have a different and more advantageous labor law because of"Del convenio laboral de empleados de fincas urbanas para la comunidad de Madrid". The working hours are determined around ** hours/week, and the janitors have the right to ** days of annual vacation. Janitors working nights may see a *% increase in their salary.
Uniform: The employer is required to provide a summer and winter uniform every two years which includes:
Two pairs of pants or skirts Two shirts * pairs of socks One ...
6 Positioning of the actors
6.1 Positioning
- Adecco Group
- Senesant 2000
- Valco Servicios auxiliares
- MadIntegra.es
- Grupo Berni servicios integrales
- Avan servicios externos s.l.
- EHDC
- Limcalo
- Suddath
- Linetor
- El conserje
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