What we do
More than just a hotel management company, Hesperia World is a new management philosophy that transcends the hotel management concept. It is a House of Brands that flies multiple flags and is backed by rich histories and solid commercial value. Each of these brands has a proven track record and delivers a value proposition that matches the expectations of all types of customer.
Hesperia World possesses a management team that specialises in a variety of fields and, as a result of its operational flexibility, is capable of adapting to a wide range of environments.
The development team focuses on identifying investment opportunities that can be managed by Hesperia World under an international brand in order to maximise the value of its assets. In an effort to identify and follow up on attractive market opportunities, we collaborate with a number of brokers.
Development and Investment
Within the Development and Investment team, we are responsible for identifying and pursuing attractive investment, management and operating opportunities. In this regard, we are dedicated to identifying opportunities in attractive markets for investors with the potential to achieve target returns based on each investor’s profile and needs.
To this end, we maintain close relationships with key intermediaries as well as leading international brands who are approached with various investment and operating opportunities, among others. We also prepare the business model and plan for each asset, prepare the terms of investment and hotel management and provide support in the negotiation of franchise agreements.
Sales
We focus on key markets, segments and accounts, applying a comprehensive multi-brand B2B sales and distribution strategy to maximise sales opportunities. Our implementation of sales and distribution policies reflects the organisation’s objectives, while pursuing important customers and cultivating strong relationships with key influencers and buyers. We manage commercial opportunities to maximise profitability, supporting the sales team in developing proposals aimed at maximising account performance and maintaining quality customer relationships.
We promote a multi-brand approach within the team and develop cross-selling opportunities between hotels, franchisees, telesales (CRC) and the corporate sales team. In addition, we establish a sales action plan that represents all our brands and hotels at key industry trade shows and exhibitions.
Management Systems
We specialise in the deployment and management of multi-brand systems. We work with the various PMS’s, RMS’s, channel managers, online reputation tools and upselling systems on the market. The structure integrates from online payment solutions, B2B and B2C CRM tools to transversal tools for all the brands with which the group operates.
Leaders in optimisation, we centrally manage XML connectivity and online distribution in channels such as OTAs, TTOOs, GDS or the direct channel.
We implement check-in digitalisation systems, price tracking tools and comparative results. The area automates the extraction and management of data in a secure manner and in accordance with current regulations. In addition, we offer full support for e-commerce and call centres.
With regard to data management, we develop dashboards and BI and standardise information from different sources in order to guarantee real-time information for strategic decision-making.
Sales Systems
In our Digital Sales department we seek to optimise sales by using attribution models to measure the impact of different channels on sales and bookings. We analyse how digital interactions influence customer decisions, allowing us to optimise marketing strategies. We identify all possible touch points, such as social media advertising, SEM, email marketing and all other digital channels. We use a data-driven approach to make strategic decisions, improve conversions and optimise the profitability of our channels.
This strategy allows us to maximise the effectiveness of marketing campaigns by better understanding the impact of each interaction on the customer’s conversion process.
Revenue Management
In a highly competitive hotel environment, Revenue Management plays a crucial role in maximising revenue and profitability. We are dedicated to analysing and optimising every aspect of revenue management to ensure the financial success of our properties and brands.
Our mission is to maximise the revenue performance of each property and brand through the analysis of booking patterns and market trends. We lead and optimise pricing strategies for each segment and channel with a view to achieving an ideal business mix. We evaluate hotel forecasts to ensure accuracy and make proactive strategic adjustments.
We conduct a comprehensive analysis of competitive sets, considering price positioning, market conditions and seasonality, with the objective of achieving the optimal market penetration rate. Our focus is on achieving maximum profitability from the sales strategies implemented, ensuring an optimal balance between revenue and occupancy for each property and brand.
Our Key Functions Include:
- Data and Trend Analysis: We identify revenue opportunities through detailed analysis of booking patterns and market trends, anticipating changes in demand.
- Price Optimisation: We develop and adjust dynamic pricing strategies that maximise revenue and occupancy, adapting to variations in demand and competition.
- Inventory Management: We manage room inventory to ensure optimal availability in each distribution channel, balancing occupancy and profitability.
- Channel and Segmentation Strategies: We implement and optimise specific strategies for each distribution channel and market segment, ensuring that each contributes efficiently to overall performance.
- Evaluation and Forecast Adjustment: We regularly review occupancy and demand forecasts to ensure accuracy, making proactive strategic adjustments as needed.
- Competitive Analysis: We conduct a comprehensive analysis of the competitive set, bearing in mind price positioning, market conditions and seasonality, to ensure a strong competitive position.
- Interdepartmental Collaboration: We work closely with sales, marketing and operations departments to align revenue management strategies with the hotel’s overall business objectives.
- >Innovation and Technology: We use advanced analytics tools and revenue management software to make informed decisions based on real-time data.
Marketing
Our priority is to design and implement marketing strategies that accurately reflect the company’s vision and business objectives, focusing on the brand and product portfolio. We manage and oversee all activities related to campaigns, branding and events, PR, social media and strategic partnerships.
We conduct market research and competitor analysis in an effort to keep abreast of trends and opportunities in our sector.
We develop and implement comprehensive marketing plans, including promotional calendars, new product launches and other marketing projects.
We define and implement PR and social media strategies, covering both organic and paid, as well as influencer strategies. In addition, we carry out in-depth analysis of channel and campaign performance, based on specific KPIs, to ensure the effectiveness of our actions and optimise our marketing efforts.
Information Systems
Our Information Systems department seeks to provide premium services for our hotels, clients and collaborators alike. Our main mission is to ensure that all the company’s technological systems work efficiently and securely in order to provide support for all departments in their business objectives.
Our focus is on continuously improving the services we offer by working closely with the various HESPERIA WORLD departments: We work with the Commercial department to improve the customer experience, with the Operations department to ensure the smooth running of hotel services, with the Purchasing department to effectively manage relationships with our suppliers, with the Human Resources department to support employee welfare, with Administration and Finance to optimise economic management, and with the Marketing department to strengthen our presence in the market. We also provide support for other company departments in an effort to ensure that all areas are able to meet their objectives through efficient, safe use of technology.
Our tasks range from providing support and maintenance for current systems in order to ensure that company operations are uninterrupted to the implementation of new technological projects that foster the growth and modernisation of the company.
We are committed to digital transformation and the integration of advanced technologies as a means of improving our processes, including artificial intelligence and automation, provided that these tools enable us to offer a better service and distinguish ourselves from our competitors.
We also oversee all matters relating to technological infrastructure, from hardware and communications to cloud solutions and software, ensuring information security at all times. Cybersecurity, i.e. the protection of data relating to the company, our customers, suppliers and employees, is always a priority for us.
Administration and Finance
Gestionamos, controlamos y supervisamos todo el proceso contable de las compras realizadas hasta el pago de todos los proveedores del Grupo. Actuamos como punto de contacto con nuestros socios comerciales, asegurando una resolución rápida y eficiente de cualquier incidencia. Además, realizamos un seguimiento continuo del proceso de pagos para garantizar el cumplimiento de los plazos acordados.
Nos encargamos de definir, aprobar e implementar políticas de crédito estándar para todo el grupo, realizando un seguimiento constante de los clientes para asegurar el cumplimiento de los términos establecidos. Centralizamos toda la interlocución administrativa con los clientes, actuando como el punto de unión con el hotel y gestionando eficientemente las incidencias para evitar que estas afecten al período medio de pago de nuestros clientes.
Nuestro compromiso con la mejora continua se refleja en la optimización, análisis y supervisión de los recursos financieros del Grupo. Coordinamos e implementamos políticas contables y supervisamos los procesos de auditoría ordinarios y de due diligence. También nos encargamos de la supervisión e implementación de políticas fiscales de acuerdo con la legislación vigente, así como de la revisión, elaboración y presentación de toda la documentación fiscal y mercantil relacionada con las sociedades del Grupo.
Además, estamos dedicados a la digitalización de los procesos administrativos, identificando áreas de mejora e implementando soluciones digitales para optimizar los recursos y la eficiencia en los procesos contables del área.
Engineering and Maintenance
We oversee maintenance and repairs in hotels, ensuring that the amenities are in an optimal condition to provide an exceptional guest experience.
We ensure the regular inspections and mandatory regulations relating to the amenities and maintenance of the building are carried out and implemented in order to ensure compliance with legal and safety requirements.
We provide support and advise on the planning and execution of capital expenditure (CAPEX) by the owner and/or hotel, ensuring efficient management of resources and continuous improvement of facilities.
We handle corporate suppliers, ensuring strong and efficient relationships that meet the maintenance and facilities management needs of the hotel.
We conduct building maintenance and amenity audits to identify areas for improvement and ensure compliance with quality and safety standards.
Human resources
We handle all aspects of the employee lifecycle within the company. This includes the recruitment process, payroll administration, social security and tax management, and labour relations management and negotiations.
We also handle regulatory compliance and the updating of action plans to manage potential legal risks.
We also monitor occupational health and safety in the workplace, and focus on attracting and retaining talent by implementing innovative strategies to attract professionals and creating a working environment that promotes the development and satisfaction of our employees.
Purchasing
We define policies and procedures designed to achieve optimal purchasing through direct negotiations with specific suppliers such as Marketing, IT, HR and others. At the same time, we have delegated responsibility for the rest of the purchases to Economitza, a manager specialising in hotel purchasing. Economitza itself provides us with a tool called e-market, a system that allows us to digitalise the entire process from purchase to payment and ensures compliance with a strict and auditable purchasing policy.
The regional strategy is shared, jointly approved and jointly implemented.
Controlling
We conduct rigorous budget processes that set challenging targets. We establish procedures to ensure that operations are accurately reflected in systems. We carry out both variance analysis and periodic forecasting to facilitate tactical decision making. We develop and maintain our own BI systems, with a focus on digitisation and accessibility, which serve as a homogenous and consolidated source of information for flexible reporting tailored to the needs of each recipient. We support other departments by providing information, making projections and assisting in the preparation of reports.
Food and Beverage
We manage outsourced room service through Just Eat as well as intelligent lobby markets such as Selecta. In addition, we have agreements with third-party restaurants such as Leña, Smoked Room, Ovejas Negras, Bodega Ermita and Sky Fall.
We carry out economic analyses for each space, evaluating the profitability of internal versus external operations with partners. We have also developed the Feelyourself by Hesperia project.
We handle traditional food and beverage management, including operational and economic controls, as well as special offers and promotions.
Legal
We advise and provide legal support for all areas of the hotel business as well as for any complementary activities that the company or the hotel itself deems appropriate to develop.
We support the other areas that provide support to the hotel branch and the Development and Investment Department in any legal issues that may arise. We are also responsible for implementing all applicable regulations in all the companies and establishments that constitute Hesperia World. In fact, Hesperia World already possesses two certifications within the framework of Corporate and Fiscal Criminal Responsibility, in accordance with the provisions of UNEs 19601 and 19602.
Construction and interior design
We have an in-house works department that is capable of carrying out refurbishments, major and minor works, and interior design. We work hand in hand with the various departments in order to achieve the objectives set by the business, and are flexible and fast in terms of execution.
Brand
We specialise in the comprehensive development of own brands from scratch. This involves the creation of a complete brand identity, including logo design, colour selection and typography. We work closely with our stakeholders to ensure that the resulting brand is unique, consistent and memorable. Our aim is to build an emotional and lasting connection between the brand and its audience, which strengthens brand recognition and builds customer loyalty.
Hesperia World is the management company of Grupo Inversor Hesperia (GIHSA) and is responsible for the operational management of all the Group’s assets. It currently oversees 24 3-, 4- and 5-star hotels in Spain, with a total of more than 4000 rooms.
The Group’s multi-brand hotel management concept is based on the premise of finding the optimal trajectory for each of the Group’s assets with the aim of offering the best service to customers while at the same time seeking the maximum profitability of the premises.
Hesperia World manages urban hotels under the Hesperia brand, the Hyatt Regency brand, and the Grand Hyatt brand, thanks to a marketing agreement with the Hyatt Group. In the near future, the Group will begin to oversee the future Novotel Valencia in Valencia (Q4 2024), thanks to strategic agreements with international investors and strategic partners.
In the leisure sector, Hesperia World operates resorts under the Hesperia brand, as well as the Grand Hyatt, AMResorts (Apple Leisure Group), Secrets® Resorts & Spas and Dreams® Resorts & Spas brands, acquired by the Hyatt Group in 2021.
Time Line Hesperia World
1977
Creation of the Hesperia brand
Various hoteliers in the city of Barcelona create the Hesperia brand as a hotel management company.
1996
Incorporation of the parent company GIHSA - Grupo Inversor Hesperia, S.A.
During this period Hesperia handled more than 50 hotels in 13 different countries (Europe, Caribbean and Latin America).
2006
Hesperia becomes a major shareholder in NH by acquiring a 25% stake in the company.
2009
Hesperia and NH merge their hotel management businesses and NH takes over the management of Hesperia’s hotels.
Throughout this period NH benefits from the experience and management team brought in by Hesperia.
2018
Hesperia disassociates from NH in a change of shareholding in which it decides to sell its stake
2019
Hesperia decides to take on the management of its owned and operated assets and commits to a strategy of differentiation in the market: being the first Spanish multi-brand hotel manager. This factor allows it to be ambitious in its expansion plan by offering a differential value to investors.
2020-2022
Hesperia overcomes the crisis generated by Covid19.
2022
The group resumes its activity with the incorporation of new hotels in investment, management and leasing.
The group initiates strategic agreements with international investors and strategic partners.
2023
The group relaunches its Hesperia brand under the Hesperiencial concept, while sustainably expanding its portfolio.
