Sercotel hotel chain will also operate restaurants and cafes. Catalan company owned since 2020 gallardo family (almirall) launched the first establishments of two future restaurant chains this year. Riverside And goderea patisserie, a cafe granier; and gave another facility to an outside partner to open his restaurant. The target of the company, which is definitely considering making 2 more openings in this style next year, is; Diversify your offering and monetize areas that are not generating sufficient returnsbut from now on it will be a central element in its growth strategy, which will triple the number of hotels they have in 2019 and mean the opening of a further 40 accommodations from now until 2025.
“Our expansion strategy started in July 2020: While people were thinking about what would happen to tourism, travel or whether people would work remotely permanently, we bet that the world would return to the way it was and also that people would travel. “More than what they did,” he recalls. José Rodríguez, CEO of Sercotel. What allowed them to invest while others were closing was a solid financial situation and the absence of any debt; both of these were a result of the company’s policy of not owning any of the buildings in which it opened its hotels.
Thus, from 18 hotels in 2019 to 51 hotels in 2023, 9 hotels under construction and 35 franchise owners. And so from a turnover of 45 million euros four years ago, It will exceed 120 million euros when this year closes, 28% more than a year ago. “The boom years in the number of hotels included in the chain were 21, 22 and 23, but for 24, 25 and 26 the perspective is the same: Continue the aggressive growth model, because There is still a huge opportunity in the Spanish hotel market”, Rodríguez admits.
But the type of buildings they choose in this second phase of the plan will be critical because now added to all of this is the desire to start being restorative. Before going any further, here’s his guess: They’ve doubled their current bill for hotel dining rooms in three yearsUp to 50 million euros.
“Usually hotel restaurants are geared towards that hotel’s customer, but that’s a very narrow market,” the chain’s general manager contextualises. “Firstly, because it only appeals to people sleeping there; secondly, because in a city with a good gastronomic offer barcelonaoption to stay [a comer] “This is not obvious in the hotel,” he adds.
Offer for local people
Like this, The proposed project was to open restaurants with a brand and identity other than Sercotel in accommodation areas where the hotel’s dining room is at street level.It has a team of experts behind it, not in hotel management but in restaurants, and an audience that is 80% local and only 20% hotels.
Launched with a launch this summer Spanish pilaf and Mediterranean cuisine restaurant called La Ribera inside sitges and the other Italian cuisine restaurant nicknamed Godere inside Pozuelo (Madrid), also ended by expanding joint venture‘ with granierThey launched their joint brand ArtisanHe already had his first patisserie at the reception of a hotel in Malaga and renting out to outside restaurant owners so they can set up their businesses there in exchange for a percentage of sales. The first, in this case, is a restaurant. Canteras Beach inside Palm Trees of Gran Canaria.
The thing is, there aren’t even ten of the hotels currently under management. Spain They fit into a structure where they can open such businesses next to their hotels, so the new places to be opened will be places that host them. Purpose Jose Rodríguez The aim is to open 5 of these restaurants every year.