sercotel It is launching a strategic transformation amid a tourism boom. hotel group The Gallardo family also controls the pharmaceutical company Almirall– After focusing only on the city hotel segment for 30 years, it is preparing to step into the holiday industry soon. The goal is to add three to five projects in ‘sun and beach’ destinations this year, as the chain’s CEO José Rodríguez explains. International Tourism Fair (Fitur), It’s being held in Madrid this week.
The group has assigned a specific expansion department. grow in the holiday segment and plans to initially focus its growth on destinations in the Canary Islands, the Balearic Islands and the Costa del Sol, with properties ranging from 80 to 250 rooms – although other locations are not ruled out.
“Our company has been working to enter the sun and the beach for a year. We will stop being a company consisting only of city hotels and become a hotel chain,” Rodríguez said in a meeting with the press. “We did a complete X-ray of all the destinations, analyzing how many group hotels there are in each, how many independent hotels there are… We have already done this tour in the city hotel business and will do it now.” with beach hotels.”
Sercotel has until now been solely dedicated to city hotels. The group has 86 operational facilities (51 directly managed and operated by the company, the other 35 franchised) and nine more projects under construction. The chain’s plans include continuing to expand in the urban segment, with 12 to 15 additional urban establishments to be added this year.
record income
The company has joined the wave of growth in the tourism industry as a whole and set a new sales record last year. Sercotel achieved a turnover of 124.6 million Euros, an increase of 33% It predicts that the growth compared to the previous year will continue this year, and a revenue of 160 million is expected to be reached and a growth of approximately 30% for the third consecutive year (this figure does not include the bills that the new revenue may create). The CEO predicted, “We have no doubt about 2024. We have very little doubt about 2025.”
The group admits that it considered initiating the internationalization of the chain (currently only available in Spain and Andorra) when designing its latest strategic plan, but decided not to take this step for now. Sercotel states that it still has sufficient growth potential in Spain and that it cannot begin to expand in other countries until its annual turnover exceeds 300 million.