BEONx and Hotelverse hosted a key round table for the hotel sector at FITUR, where the importance of brand building and management in an increasingly competitive environment was discussed.

The session was moderated by Bernat Vidal, CEO of Borbalán, and was attended by prominent industry leaders: Sergio Zertuche, Chief Sales & Marketing Officer of Palladium Hotel Group; Cristina Salmerón, CMO of Fergus Hotel Group; and Lydia Pérez, CMO of CoolRooms.

Everyone wants a “love brand

One of the central issues addressed was the evolution of brand control in the hotel sector. Sergio Zertuche pointed out that “before, distribution had control of the brand, but today, having a recognized brand is fundamental. We all aspire to have a ‘love brand’.”

From the perspective of an own brand, Lydia Perez highlighted the role of CoolRooms in the luxury sector and how the real estate asset becomes a key business asset. Cristina Salmerón explained the strategy of Fergus Hotel Group, where each of its brands responds to different lines of business and specific needs, in order to offer the best possible service to its clients. including the creation of Affiliated by Fergus, a white label for hotel asset management.

Own brand or franchise

The discussion also addressed the key elements to make a brand franchisable. According to Sergio Zertuche, the most important factors are culture and team, distribution power, brand strength, track record and pipeline growth.

Regarding the profile of the private equitythe (VC) investor, it has been pointed out that they look for short-term exits and bet on brands with a structure that facilitates this type of investment. Lydia Pérez added that “soft brands” allow hotels to be better positioned and increase their international recognition thanks to their reputation and marketing and communication teams.

Another key point was access to international distribution. Sergio Zertuche stressed the importance of relationships with international brands to reach new markets. Cristina Salmerón mentioned that in saturated destinations, independent hotels find it more difficult to compete with large chains, especially in terms of technology.

Despite these challenges, Lydia Pérez emphasized that Spain is still a country of SMEs and that there is still room for independent hotels. She cited as an example For example, the Hotel Alliance, an initiative that brings together hotels and small chains through alternative models to the big brands.

This round table has highlighted the relevance of the

e brand in the hotel industry and the need to adapt to a constantly changing environment to ensure the competitiveness and growth of the sector.