Servigroup Hotels, a family of properties led by businessman José María Caballé, has reinforced its communications leadership with two key appointments. Natalia Caballé joins as Corporate Relations Director, while Alejandro Benito becomes the new Director of Communications and Advertising for the Benidorm-based hotel group.
Servigroup Hotels stands as the oldest hotel chain in the Valencian Community, operating 18 hotels across Castellón, Alicante, Murcia, and Almería, with an affiliated presence in Manizales, Colombia. Grounded in a philosophy of continuous improvement, the chain strives to stay at the forefront of tourism by refining its operations each season. The group employs more than 2,000 people who dedicate themselves to serving guests.
From Servigroup, the management emphasizes that communication is a critical asset for modern businesses, especially for brands that maintain direct contact with customers. Alejandro Benito, Servigroup’s Advertising and Communications Director, notes that the Internet and social networks have reshaped how companies interact with guests. Yet he adds that staying still is not an option. Technology evolves rapidly, and yesterday’s effective approach on social platforms can feel outdated tomorrow. He insists that the organization must seize new possibilities as they arise.
At Servigroup, the relationship between hotel and guest extends far beyond a single stay. The leadership highlights the importance of maintaining an open line of communication with potential visitors. Benito explains that every mobile user with a social footprint acts as a kind of journalist whose posts can reach a wide audience, sometimes far beyond what is visible at reception. With five decades of experience, Servigroup delivers high-quality service at competitive rates and expands its capacity to communicate from its hotels and destinations to a growing audience. Each location and city associated with Servigroup holds vast potential to meet the needs of travelers in Spain and across Europe.
Natalia Caballé, director of corporate image and relations, emphasizes the value of promoting not just the hotels themselves but the broader destinations and experiences surrounding them. Travelers often form a deeper connection when they sense the place behind the property. She points to Benidorm as an example: a city known for its skyline and beaches, yet also rich in life, natural landscapes, and a welcoming social fabric that makes visitors feel at home. The question remains what elements of the local culture define the region beyond sports and music.
Servigroup believes it is essential for the brand to be identified with its destination. Each season, the company engages with local sports clubs and cultural assets in towns such as Peñíscola, Mojácar, Benidorm, Oropesa del Mar, and others, offering sponsorships and programs. Caballé adds that the company supports grassroots sports, promotes strong values in youth, and helps make sport accessible to many boys and girls.
Another signature initiative is the corporate magazine, available in print and digital formats. The publication has become a valued resource for travelers, featuring reports and exclusive offers related to the company and its destinations. It serves as a subtle way to enrich guests’ experiences and ensure a deeper sense of satisfaction once they reach their destination.
In summary, Servigroup views communication as more than simply publishing advertisements. The aim is to guide travelers toward experiences they want, maintain one-on-one conversations, and amplify guest satisfaction over time. The group continues to expand its capabilities in photography, graphic design, and social media management, driven by a team of highly skilled professionals whose experience and enthusiasm remain strong. It is a dynamic project that ties together brand storytelling, destination marketing, and guest engagement in a cohesive, forward-looking strategy.