The Spanish chain Axel Hotels has announced the opening of a hotel for the LGBTQIA+ community. According to Axel Hotels, the Telgrafo Hotel, located at the intersection of Prado and Neptuno streets, will reopen as a space “where freedom and respect are the most important values, and where inclusion and diversity are promoted”. LGBTIQ+ activists reacted with reminders of the rights they still don’t have, and the absence of inclusive programs. Kiriam Gutierrez posted a list as a political and legislative agenda: “we don’t want hotels, or clubs, or restaurants, or bars. We want rights (...)”. The activists also pointed out the pinkwashing practice, calling into question political and market strategies that promote people, products, companies etc,. as a LGBTIQ+ supporter in order to project a progressive and modern image.