The Catalan hotel company Sercotel, of the Landon Corporate Group, will enter the vacation segment with the incorporation of between three and five assets in sun and beach destinations this year, its CEO, José Rodríguez Pousa, announced this Thursday during Fitur, the fair of tourism that is celebrated this week in Madrid.
Until now the chain operates only urban hotels, always on a rental or management basis, so the new strategy will expand its portfolio substantially. “We totally dominate the city segment and now we want to enter the vacation market, since it will continue to have a lot of demand,” says Rodríguez Pousa. The company has analyzed several expansion possibilities in the last year, including international expansion. But they have finally decided to expand their portfolio in the Spanish sun and beach. Already with advanced conversations, the hotel company is confident in establishments with a range of 80 to 250 rooms, located in the Canary Islands, the Balearic Islands and the Costa del Sol. “This is a market with a property scheme similar to the urban segment in Spain, very atomized, 50% of beach hotels are in the hands of individual owners or small chains, so there are possibilities for concentration,” adds the CEO.
The hotel company, which this year celebrates its 30th anniversary, thus meets its growth objectives. In 2023 it opened 9 hotels, including the first hotel in Andorra, the Sercotel Delfos Andorra, in addition to two establishments in relevant destinations such as the Sercotel Playa Canteras (Las Palmas de Gran Canaria) and the Sercotel Rosaleda Málaga.
Added to the hotels already mentioned are the Sercotel Convention Plaza Madrid, the Sercotel Codina (San Sebastián) and the Sercotel Arrahona Sabadell, along with the openings of three franchisees, the Plana Suites by Sercotel (La Vall d’Uixó), El Balcón de la Bahía Suites by Sercotel (Santander) and the Este Oeste by Sercotel (Lugo). “The projection for 2024 includes the incorporation of between 12 and 15 new urban hotels, continuing with the deployment of the strategic plan drawn up in 2020. The objective is to reach 100 hotels in direct operation by 2025 and double the number of franchised hotels,” he points out. the manager.
Currently, the company has 95 hotels in Spain and Andorra, of which it manages and operates 51, has 9 projects under construction, and 35 franchises. In the last financial year (2023), Sercotel entered by reaching a turnover of 124.6 million euros, 33% more than in 2022. The forecast is to reach 160 million euros this year.