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Keytel celebrates the 1st edition of the Hotel Innovation Awards 2024

Keytel announces the launch of an observatory to evaluate the independent hotel industry

Merger of Keytel and Hotusa Hotels with a focus on independent hotels

Keytel celebrates the 1st edition of the Hotel Innovation Awards 2024

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Keytel celebrates its 2025 Convention in Cartagena de Indias

Innovation and Trends: the future of the hotel industry in Colombia

27/02/2025

Cartagena, February 21, 2025. – Keytel, the largest global alliance of independent hotels, reinforces its commitment to Colombia with the celebration of its Convention 2025 in Cartagena de Indias.

This event reaffirms its commitment to the hotel sector in Latin America, and especially to independent hotels.

“Colombia has a strong hotel diversity with numerous independent establishments operated under its own brands that are very attractive to today's international traveler. These properties, supported by Keytel, can take advantage of digitalization solutions to opt for a more efficient marketing strategy that combines marketing actions aimed at the international client, through travel agencies and operators, while at the same time strengthening the hotel's own direct channel,” said Xavier Cortés, Managing Director of Keytel, during the event.

Innovation and Trends: the future of the hotel industry in Colombia

The convention, which brought together more than 50 hoteliers from the country, was held at the Hotel Charleston Santa Teresa, one of Keytel's current hotel partners, under the slogan “Accelerating”, in reference to the company's mission as “The Hotel Acceleration Company”, specialized in accelerating hotel transformation. During the event, two interesting presentations were given: “Innovative Strategies to Maximize Hotel Performance” and “Connecting with the Customer: The Sale at the Center of the Strategy”. The experts analyzed the challenges and opportunities for tourism in Colombia.

Colombia: a key market for Keytel

In 2024, Keytel added 650 new hotels to its global network. In Colombia, it strengthened its presence with the incorporation of 37 new hotels, reaching a total of 109 associated hotels in the country. With these figures, Keytel reaffirms its commitment to Colombian tourism, a growing destination in both the corporate and leisure segments. Colombia has broken records for foreign visitors in 2024: 4.5 million, representing an increase of 10.5%. The number of visitors reached 6.7 million, including passengers on international cruise ships, as well as Colombians living abroad traveling to the country.

Digital strategy: Greater commitment to technological tools to reduce dependence on OTAs and promote direct bookings.

Booming premium segment: The Collections. The company has two hotel collections, The Prestige Collection and Domus Selecta. Both quality labels that compile a selection of luxury and boutique hotels present great opportunities for the company to continue growing in this market.

The company will continue to develop strategic alliances and innovative solutions to boost the competitiveness of independent hotels in Colombia and Latin America.

As part of this strategy, Keytel will participate in the ANATO fair, where it will be present at stand 2401-2402, pavilion GS 18-23, consolidating its role as a strategic partner of the national tourism sector.

About Keytel

Keytel is the first alliance of independent hotels in the world with a portfolio of more than 3,600 establishments in 87 countries. The company defines itself as the 1st organization specialized in accelerating hotel transformation processes, a formula that combines consulting, a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

About Grupo Hotusa

Grupo Hotusa is a dynamic organization made up of a large number of companies related to the most diverse areas of the tourism sector. Grupo Hotusa, with more than 47 years of history, operates in more than 130 countries, has a workforce of more than 6,000 employees and had a turnover of more than 1.5 billion euros in 2024.

The company is organized into 3 business units: hotel services, integrated under the Keytel umbrella, which is the first consortium of independent hotels in the world with more than 3,600 associated hotels; distribution, which operates as Restel and markets more than 125,000 establishments on a global scale; and the hotel operations area, Eurostars Hotel Company, with a portfolio of more than 270 units in 20 countries.

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Keytel holds its annual meeting in Spain with more than a hundred attendees

More than 150 hoteliers and 40 suppliers meet at the 5th Ágora Central de Compras Convention

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Domus Selecta holds its Annual Convention and highlights the rise of boutique tourism as a key trend for 2025

The Domus Selecta collection of boutique hotels held its annual convention yesterday at the Eurostars Madrid Tower hotel where it addressed the tourism trends for 2025 and 2026, highlighting the growth of boutique hotels as the preferred option for travelers seeking authentic and sustainable experiences

27/02/2025

Madrid, February 27, 2025. The Domus Selecta boutique hotel collection held its annual convention yesterday at the Eurostars Madrid Tower hotel where it addressed tourism trends for 2025 and 2026, highlighting the growth of boutique hotels as the preferred option for travelers seeking authentic and sustainable experiences.

The experts pointed out how globalization and the standardization of destinations have transformed the traveler's mentality, who now values originality and contact with local culture more highly. In this context, Keytel's CEO, Xavier Cortés, pointed out that “the rise of boutique hotels is a real transformation of tourism. At Keytel we help these hotels to compete without losing their essence, giving them strategic tools to boost their profitability and differentiate themselves in a market where authenticity and sustainability mark the future.”

The keys to tourism of the future: authenticity, accessibility and purposeful travel

During her speech, Pepa Casado, CEO of FutureA presented the Hospitality Trend report, unveiled at Interihotel. It highlights the three trends that will transform the industry:

• Transforming experiences: travelers are looking for meaningful experiences, far from homogeneous and prefabricated tourism.

• Accessibility: inclusion is key to attracting new segments of travelers, with affordable experiences designed for everyone.

• Purposeful travel: the connection to local culture, gastronomy and sustainable practices is increasingly relevant in traveler's decision making.

Sustainability and profitability: a commitment to the future

It was also discussed how sustainability directly impacts profitability, with data showing how sustainable hotels reduce operating costs by up to 20%. Denniss Baltodano, director at The Good Concierge, explained that “there is a direct relationship between sustainability and profitability. Travelers are opting for accommodations that identify with their social and environmental commitments and that generate a positive impact on the environment”.

Domus Selecta presented its 2025 directory with 270 hotels in 28 countries, highlighting a 20% growth in 2024, with the expansion to two new destinations: Thailand and Uruguay.

At the convention, awards were presented to outstanding hotels in design, sustainability and customer experience, such as Eunice Hotel Gastronómico (design), Casa Anamaria (sustainability), and Teatrisso Hotel Palacio (experience).

Finally, a workshop was held with travel agencies, reinforcing the collaboration and marketing of boutique hotels.

With this initiative, Domus Selecta reaffirms its commitment to the future of boutique tourism, focusing on differentiation, sustainability and the creation of unforgettable experiences for the traveler of tomorrow.

About Domus Selecta

Domus Selecta is a distinguished collection of boutique hotels, each with its own charm and unique personality. With more than two decades of history, this brand has consolidated its presence in the hotel industry, representing an exclusive catalog of more than 270 carefully selected hotels, located throughout the international geography with presence in 28 countries.

About Keytel

Keytel is the first alliance of independent hotels in the world with a portfolio of more than 3,600 establishments in 87 countries. The organization defines itself as the 19th organization specialized in accelerating hotel transformation processes, a formula that combines a wide range of services and technological tools to increase the speed of transformation and growth of its partner hotels.

Hotusa Group

Hotusa Group is a dynamic organization made up of a large number of companies related to the most diverse areas of the tourism sector. Grupo Hotusa, with more than 47 years of history, operates in more than 130 countries, has a workforce of more than 6,000 employees and had a turnover of more than 1.5 billion euros in 2024.

The company is organized into 3 business units: hotel services, integrated under the Keytel umbrella, which is the first consortium of independent hotels in the world with more than 3,600 associated hotels; distribution, which operates as Restel and markets more than 125,000 establishments on a global scale; and the hotel operations area, Eurostars Hotel Company, with a portfolio of more than 270 units in 20 countries.

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Keytel holds its annual meeting in Spain with more than a hundred attendees

More than 150 hoteliers and 40 suppliers meet at the 5th Ágora Central de Compras Convention

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Keytel gathers more than 100 hotels in Lisbon for its annual convention in Portugal

The company remains committed to growth in Portugal, a market with a high percentage of independent hotels and very large local groups, both segments in which Keytel concentrates its major contribution

13/11/2024

● Convened under the heading “Accelerating”, it was held today at the facilities of the Eurostars Universal Lisboa 5*

● The meeting focused on the excellent results obtained by the independent hotel industry through an appropriate investment policy and its adaptation to new market trends and demands

Lisbon, November 22, 2023.- More than 100 hotels gathered today at the annual convention held by Keytel at the Eurostars Universal Lisboa 5* under the heading “Accelerating”. The meeting focused on the vital importance for independent establishments and small chains of implementing an appropriate investment policy and adapting to new market trends and demands.

Keytel's portfolio in Portugal exceeds 350 establishments, the second largest after Spain. For this reason, the framework of the meeting was used to reaffirm the organization's firm commitment to the Portuguese market, which has a high percentage of independent hotels and numerous large local groups, both segments in which the company concentrates its major contribution.

The company bases its contribution and added value on a set of services aimed at improving performance and that make up a comprehensive proposal that helps boost the business of its associated hotels, focusing on the areas of Sustainability, Technology, Direct Sales, Cost Management, Marketing and Communication, Marketing and Training.

A project stronger than ever
Within the framework of the convention, the Keytel team explained the importance of direct sales as the backbone of the commercial strategy and presented the excellent balance of the last fiscal year, highlighting the expansion of its portfolio of associated hotels, which has added, since last January, more than 600 establishments in 40 countries. A line of work in constant evolution and focused on the contribution of innovation, digitalization and sustainability to the hotels explain, to a large extent, this remarkable growth.

Amancio López, president of the Hotusa Group, was in charge of inaugurating the conference, and during his speech he emphasized that “the excellent growth results recorded by Keytel confirm our firm belief in the opportunities that the current situation offers to independent hotels, small establishments and smaller chains that, with the right knowledge and partners can access the technology and tools necessary to be competitive”.

Xavier Cortés, DG of Keytel, told attendees that his organization will continue to work to be the partner of reference for all independent hotels and regional chains around the world to help them take advantage of all the opportunities that this new era presents: “Your accommodation offer is necessary and differential for the traveler, but in many cases it can and must still evolve”.

The event also included a round table entitled “Tendencias de evoluçao do Turismo em Portugal” in which Dr. Elisabete Felix, director of the business dynamization department of the Portuguese Tourism Investment Support Directorate, and Gonçalo Regalado, Banco Millennium's Director of Corporate and Business Marketing, participated. The members of the panel unanimously agreed that the great opportunity for Portugal's development lies in betting on quality as a differential factor. The panel was moderated by Luis Cruz, executive director of the Hotusa Group in Portugal.

Google sees good prospects for tourism demand

In the final presentation, which preceded the lunch, Frederico Costa, Head of Google Travel in Portugal, left a message of optimism for the sector, predicting good prospects for tourism demand for the year 2024. He also gave examples of how artificial intelligence is already bringing changes in improving the customer experience by providing much more immersive content.

The convention ended with a workshop in which attendees were able to learn about the new strategies and services that Keytel offers its associated hotels to optimize their performance and improve their results.

About Keytel

Keytel is the world's leading independent hotel alliance with a portfolio of more than 3,000 properties in 80 countries.

The organization defines itself as the 1st organization specialized in accelerating hotel transformation processes, a formula that combines consulting, a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

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More than 150 hoteliers and 40 suppliers meet at the 5th Ágora Central de Compras Convention

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Keytel gathers more than 100 hotels in Madrid for its annual convention

26/10/2023

No âmbito do evento, a empresa fez o balanço do último exercício, durante o qual foram acrescentados 540 novos estabelecimentos à sua carteira

26/10/2023

● The meeting focused on the excellent results obtained by the independent hotel industry through an appropriate investment policy and its adaptation to new market trends and demands

● As part of the event, the company took stock of the last fiscal year, highlighting the 540 new establishments associated with its

Madrid, October 26, 2023.- Under the heading “Accelerating” Keytel, the hotel services division of Grupo Hotusa, held its annual convention today in Madrid. The meeting, which brought together a hundred of its associated hotels at the Only You Atocha focused on the confidence that the independent hotel industry has been able to instill in customers during the summer season, which is the result of an appropriate policy of investment in sustainability and innovation, as well as its adaptation to the new trends and demands of the market.

The company bases its contribution and added value on a set of services that make up a comprehensive proposal that helps to boost the business of its associated hotels in the areas of sustainability, technology, direct sales, cost management, marketing and communication, marketing and training.

A growing project

Within the framework of the convention, the Keytel team presented the excellent balance of the last fiscal year, highlighting the expansion of its portfolio of associated hotels, which has added, since last January, more than 540 establishments.

Amancio López, president of the Hotusa Group, was in charge of inaugurating the conference, and during his speech he emphasized that “the excellent growth results recorded by Keytel confirm our firm belief in the opportunities that the current situation offers to independent hotels, small establishments and smaller chains that, with the right knowledge and partners, can access the technology and tools necessary to be competitive”.

Xavier Cortés, managing director of Keytel, gave a speech along the same lines, describing Keytel's growth and development plans: “We continue to advance in the execution of our strategy focused on the contribution of innovation, digitalization and sustainability plans tailored to the reality of independent hotels and small groups”.

The different panels that made up the event featured authoritative voices that contributed their views on the multiple opportunities that the current market offers to independent hotels.

Optimistic Future, Challenges and Opportunities

Judit Montoriol, expert economist at CaixaBank Research, was the protagonist of the first presentation, which focused on Economic Keys. Her speech focused on providing information on tourist arrivals in Spain and advanced the forecasts for next year according to the data handled by her organization. According to this information, the sector will continue on an upward trend, although with a somewhat more moderate growth.

Connecting with the customer, top priority

Under the title “The phygital era comes to hotels: reinventing the customer experience” the businessman Dimas Gimeno shared his experience and vision in the field of retail where there are great parallels in everything related to the customer experience. In this sense, he argued that the “phygital” concept and the need to be able to generate a “total connection” with the customer is equally applicable to hotels and is one of the pillars of their transformation.

Artificial Intelligence

Artificial intelligence will change the way in which travelers search for information to book their hotels and will allow the emergence of new players in the distribution field that offer alternatives to the current hotel search engines (OTA'S). Keytel sees this as a great opportunity.

For this reason, and although the various applications of artificial intelligence are still unknown to many, Emliano Carluccio, VP of Analytics International at Prima Assicurazioni, took part in the event, providing practical examples of the use of AI as a tool for improving the operational efficiency of hotels. One of the most graphic examples was that of its application in some revenue management systems (RMS), which are becoming more and more precise and are becoming key for revenue management professionals.

Loyalty programs, the great challenge

Proper segmentation is one of the multiple and most important variables in revenue management, as it contributes to customer loyalty and greater knowledge of the customer, allowing the hotel to increase the personalization of the experience, maximize the price and increase guest satisfaction. This was expressed during his presentation by Gustavo Liras, Commercial Director of Travel Club, the leading points program in Spain in which Keytel participates and which is available to all its associated establishments.

Robotics comes to hotels

Robotics is already a reality in many hotels and the gradual increase in its implementation will provide greater productivity and significantly improve the experience of travelers. This is what Isidro Fernández, CEO of Bumerania, a startup specializing in robotics that has started working on hotel projects, said during the last speech of the day.

About Keytel

Keytel is the world's leading independent hotel alliance with a portfolio of more than 3,000 properties in 80 countries.

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Keytel holds its annual meeting in Spain with more than a hundred attendees

More than 150 hoteliers and 40 suppliers meet at the 5th Ágora Central de Compras Convention

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Independent hotels have difficulties in establishing their pricing strategy

07/06/2024

This could reveal a need for the independent hotel industry to readjust its pricing and marketing strategies

07/06/2024

● The study continues to yield results that x-ray the hotel situation, revealing in this advance that prices tend to be lower in independent hotels

● The analysis also details opportunities for improvement that could rebalance the trade balance between chain and independent hotels

● According to the 4th edition of the “Observatorio de la Hotelería Independiente en España” (Observatory of the Independent Hotel Industry in Spain) conducted by Keytel in collaboration with Braintrust Consulting Services

Barcelona, June 7, 2024.- The “Observatorio de la Hotelería Independiente en España” (Observatory of the Independent Hotel Industry in Spain) conducted by Keytel in collaboration with Braintrust Consulting Services, continues to reveal crucial data on the hotel situation, highlighting the differences between hotel chains and independent establishments. In what is now its 4th installment, it reveals a fact of utmost interest: rates in independent hotels tend to be lower.

This fact could initially be interpreted as a competitive advantage. However, it is indicative of a pricing deficit and highlights the challenges faced by the independent hotel industry in establishing an effective rate strategy and reveals an urgent need to readjust their pricing and marketing strategies.

Identified Motives:

1. Poor Revenue Management Policy: Hotel chains develop this practice more efficiently. Independent hotels need to optimize their revenue management to improve their competitiveness.

2. Lack of Knowledge of the Customer and the Experience Offered: Many independent hotels do not have a deep knowledge of their customer and are not aware of the quality of the experience they offer. If consumers perceive similar quality between a chain hotel and an independent establishment, the prices of both should not differ too much. Customers are willing to pay more if they feel they are better served. Therefore, the only secret to increasing profits is to optimize the quality of service.

In short, the ability to adjust prices according to the quality of the services provided is a key competitive advantage that chains tend to exploit. This leaves independent hotels at a disadvantage in this regard. The study underscores the need for independent hotels to adopt more proactive approaches to optimize their pricing and revenue management practices. By taking full advantage of their unique resources and strengths in the marketplace, these establishments can rebalance the balance of trade between chain and independent hotels.

The foregoing conclusions

This is the fourth installment of a study that has already yielded three interesting conclusions. The first is that clients value independent establishments more highly than those integrated into hotel chains with an argument based on uniqueness, personalized service, value for money and the possibility of enjoying a more experiential stay away from standardization.

The second major headline is that urban hotels are better rated than sun and beach hotels. In this respect, the main differences are found in the areas of “Cleanliness”, “Comfort”, “Value for money” and “Location”, where urban hotels enjoy a better perception, while the evaluation of aspects such as “staff” and “cleanliness” are fairly even in both segments. It is also important to note that “vacation” hotels belonging to hotel chains are significantly worse in customer ratings than independent establishments in this segment.

The 3rd major assertion is that higher category hotels may not be choosing their customers well. The figures obtained reflect a lower level of demand in hotels with more stars, casting doubt on the theory that customer expectations are higher in higher category hotels. This could be due to an erroneous selection of guest typology by these establishments, since, based on this fact, they could be aiming for a more demanding consumer willing to pay higher rates.

A professional and comprehensive study

The working method combines the analysis of the evaluations made at www.booking.com of 3, 4 and 5 star establishments located in Spain with interviews with renowned experts, who have contributed to certifying the conclusions drawn.

Over the next few months, and always within the framework of this observatory, Keytel will announce new conclusions and results that are drawn from this exhaustive analysis of the national independent hotel panorama.

About Keytel

Keytel is the first alliance of independent hotels in the world with a portfolio of more than 3,000 establishments in 80 countries. The organization defines itself as the 1st organization specialized in accelerating hotel transformation processes, a formula that combines a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

About Braintrust

Braintrust is a Spanish multinational consulting firm with offices in Madrid, Mexico, Buenos Aires, São Paulo and Santiago de Chile, and a team of more than 100 professionals and more than 1,000 studies under its responsibility in several countries. Its staff is dedicated to offering high value-added business solutions and to the permanent search for differentiation, which has led Braintrust to successfully develop new analysis methodologies and innovative solutions.

The company has clients of very diverse sizes and different sectors such as: Tourism and Leisure, Telecommunications, Banking and Means of Payment, Insurance, Energy, Distribution and Retail.

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Keytel acquires 50% of Iberian MICE Forums to boost its expansion and MICE offerings

19/04/2022

After this transaction, the company will operate under the name of Global MICE Forums

19/04/2022

● This is a partnership between the hotel services area of the Hotusa Group and the first Iberian organization specialized in the organization of networking events between supply and demand in the MICE segment

Barcelona, April 19, 2021.- Keytel has just acquired 50% of the capital of Iberian MICE Forums (IMF), the first Iberian organization specialized in the organization of networking events between supply and demand in the MICE segment. From now on, the company will operate under the trade name of Global MICE Forums. This operation responds to a dual objective: to strengthen the internationalization of the Hotusa Group's hotel services area and to improve the value proposition to its associated establishments in the MICE segment.

Founded in 2011 by Andrés Merino, IMF has been consolidating its position as a benchmark in the Iberian Peninsula in the organization of one-to-one meetings for the Meetings and Events Industry in Spain and Portugal, designed to establish personal connections, generate experiences and business opportunities between buyers and suppliers of the entire value chain of events. With the entry of Grupo Hotusa in its capital, the company wants to take a leap forward and position itself among the world leaders in the management of this type of professional meetings.

For its part, Keytel is seeking, with this operation, to bring its hotels closer to a strategic segment in which the organization has great expectations for the future. In the words of the president of Grupo Hotusa, Amancio López, “we expect that the more than likely reduction in corporate travel after the pandemic will be largely offset by the increase in meetings, events, conventions and incentive travel. In this regard, Keytel must provide solutions to its portfolio of partner hotels to help them compete with the large international chains in this business”.

Andrés Merino, who will continue to serve as CEO of Global MICE Forums, values very positively the agreement reached, “since the incorporation of a strategic partner of this level changes our expectations for the future and provides us with the necessary economic and structural resources to tackle an ambitious international expansion project”. Merino adds that “our Know How of more than a decade, the base of buyers of the highest level and the entry of the new partner, guarantee us to start this internationalization with the maximum guarantees of success”.

The transaction has been structured through Keytel's subsidiary, Hospitality Venture Capital, which is already involved in other projects in the entrepreneurial ecosystem linked to the company, such as the revenue outsourcing consultancies Rev Price and Rev Next and the digital marketing agency We Globe You.

Interesting events already scheduled

During 2022, and still as Iberian MICE Forums, the company has scheduled the organization of 5 Forums, including the IMF Luxury Edition to be held in Madrid on September 14, 15 and 16. Looking ahead to 2023, and under the new name Global MICE Forums, the company will hold a large European Forum that will probably take place in Italy and a first event in the Americas to be held in a location yet to be determined in the Mexican Caribbean.

About Keytel:

Keytel is the result of the merger of Hotusa Hotels and Keytel, the 2 hotel services companies of Grupo Hotusa, which became effective last January 1st. Both companies have been offering services to their associated establishments for more than 40 years and their union makes Keytel the first alliance of independent hotels in the world with a portfolio of more than 4,000 establishments and 426,000 rooms in 90 countries.

About IMF

Iberian MICE Forums was founded in January 2011 by Andrés Merino, a meetings and events tourism professional with a background in sales and marketing in the hotel industry. Member of the MPI Iberian Chapter, he has more than 20 years of experience in the Meetings Industry and has a deep knowledge of the MICE sector trends and the needs of the different actors involved.

Hotusa Group

Born in 1977 and headquartered in Barcelona (Spain), Grupo Hotusa has a workforce of more than 5,500 employees and its turnover exceeded, in 2019, 1.2 billion euros. The company is organized into 3 business units: hotel services, which is integrated under the Keytel umbrella, distribution, which operates as Restel and the hotel operation area, Eurostars Hotel Company.

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In Spain, urban hotels are more highly rated than sun and beach establishments

29/02/2024

This is especially relevant in a market where 51% of the hotel plant belongs to the sun and beach segment vs. 49% of urban establishments

29/02/2024

● This is especially relevant in a market where 51% of the hotel plant belongs to the sun and beach segment vs. 49% of urban establishments

● “Cleanliness”, ‘Comfort’, ‘Value for money’, and ‘Location’ are the aspects where the gap is widest in favor of city hotels

● This is the second major conclusion of this exhaustive study, which already shared, in its first installment, that independent hotels enjoy a better reputation than chain hotels

● The working method combines the analysis of the evaluations made at www.booking.com of 3, 4 and 5 star establishments located in Spain with interviews with renowned experts, who have contributed to certify the conclusions drawn.

Barcelona, February 29, 2024.- Keytel -the first alliance of independent hotels in the world- and Braintrust Consulting Services -a global professional services firm specializing in tourism- present the second major conclusion of their “Observatory of Independent Hotels in Spain”. The study, which was created with the aim of X-ray the current situation of this sector compared to the big chains, affirms in this new issue that urban hotels are better valued than sun and beach hotels.

These results should be contextualized in a market, the Spanish market, in which 51% of hotels belong to the sun and beach market.

In this respect, the main differences can be found in the areas of “Cleanliness”, “Comfort”, “Value for money” and “Location”, where urban hotels enjoy a better perception, while the evaluation of aspects such as “Staff” and “Cleanliness” are fairly even in both segments.

It is also important to note that “vacation” hotels belonging to hotel chains are significantly worse in customer ratings than independent establishments in this segment.

Why these scores

One possible explanation for this result is that in the sun and beach segment, the quality-price ratio is usually partially sacrificed in order to adjust the cost-revenue balance, and here aspects as important as cleanliness, comfort and Wi-Fi are affected. In addition, the greater dependence on distributors in marketing often has a negative impact on the expectations of the client, to whom the location and characteristics of the hotel are not accurately conveyed and who, therefore, ends up contracting a product that differs from the one expected.

These conclusions are also directly related to another of the major readings from the study: staff and cleanliness are the aspects most valued by users. The human factor, the employee's ability to understand and meet the needs of customers, is one of the great champions of a hotel, where the hotel's success and prestige are largely at stake. And, of course, and especially after the pandemic, the perception of hygiene and cleanliness, both in rooms and common areas, is a key factor.

It is therefore essential for sun and beach hotels to improve their standards in terms of cleanliness, comfort and technological accessibility. And, in the case of chain hotels, it is particularly important to close the gap between product quality and the rates offered to satisfy guests with usually high expectations. In this regard, the higher rating of independent hotels in this segment corroborates Keytel's argument: by emphasizing those aspects that turn a stay into an experience, their ability to compete is indisputable.

The foregoing conclusions

Last January Keytel shared a first and significant conclusion of the study: clients value independent establishments more highly than those integrated into hotel chains. Among the reasons that support this choice are their uniqueness, personalized service, value for money and the possibility of enjoying a more experiential stay away from standardization.

As a consequence of these results, hotels that do not belong to hotel groups are faced with the urgent need, if they wish to maintain these excellent perceptions, to maintain and renew assets, to optimize pricing policies and to ensure the utmost professionalism and care in customer service.

A professional and comprehensive study

About Keytel

Keytel is the world's leading independent hotel alliance with a portfolio of more than 3,000 properties in 80 countries.

The organization defines itself as the 1st organization specialized in accelerating hotel transformation processes, a formula that combines a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

About Braintrust

Its staff of qualified consultants is dedicated to offering high value-added business solutions and to the permanent search for differentiation, which has led Braintrust to successfully develop new analysis methodologies and innovative solutions.

The company has clients of very diverse sizes and different sectors such as: Tourism and Leisure, Telecommunications, Banking and Means of Payment, Insurance, Energy, Distribution and Retail.

Within the travel industry Braintrust works for the main destinations, travel agencies and tour operators, airlines, hotel chains, car rental, or technology companies.

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Merger of Keytel and Hotusa Hotels with a focus on independent hotels

As of January 1, 2022, the Hotusa Group will merge its two hotel services companies -Hotusa Hotels and Keytel- with the aim of optimizing the services it offers to independent hotels for marketing and supporting them in direct sales and their strength in the face of competition from large chains and non-hotel offerings

02/11/2021

This was explained today to HOSTELTUR by the director of the Hotusa Group's Tourism Area, Alberto Barredo, who believes that the independent hotel model has a long way to go. With this operation, the company is organized into three business units: hotel services, which will be integrated under the Keytel umbrella, distribution, which operates as Restel, and Eurostars Hotel Company, the hotel operations area.

Grupo Hotusa has decided to integrate its two hotel services companies in an operation that it claims is a natural evolution that will allow it to improve and maximize the value proposition that both companies offer, individually, to their respective associated establishments.

The new company will be headed by Xavier Cortés, who assumes the general management of a project with which the group plans to “strengthen and solidify the relationship by having many more points of contact with each of the associated hotels,” which currently number 4,000, explains Barredo.

The company will operate under the name Keytel, in order to take advantage of the prestige and market presence of a brand with more than 40 years of experience. In this regard, the Tourist Groups area will be the only exception in this rebranding operation and will continue to operate as Hotusa Groups. Keytel presents itself with a completely renewed visual identity and defines itself as the “1st organization specialized in hotel acceleration”, a formula that combines consultancy, a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels. It has also become the largest alliance of independent hotels in the world, with a portfolio of more than 4,000 hotels in 80 countries.

In the words of the president of Grupo Hotusa, Amancio López Seijas: “We are convinced that we are taking a huge step forward for our network of associated hotels. The objective of its creation is directly in line with the founding philosophy of our company: to provide independent hotels with the necessary tools so that, together with their uniqueness and independence, they can compete in the best of conditions”.

Xavier Cortés comes from the Business Development Area of both Hotusa Hotels and Keytel and the entire strategic alliances segment. His motto will be “The Hotel Acceleration Company”.

“We will continue to focus on the development and internationalization of Keytel and all its services. The idea is to continue growing in the number of hotels, including the international area, but to consolidate our position as an alternative to hotel chains and make it much bigger,” says Cortés.

Keytel's transformation process is aimed at gaining relevance and transversality with greater integration in the key elements of hotel management beyond marketing, where the company has always been present. Keytel is committed to hotels willing to exploit and enhance all their unique characteristics as independent establishments, helping them to operate under a more digital and sustainable model. Its objective is, in short, to support them so that they continue to advance, to accompany them so that they can take their businesses one step further, so that they can move to the next level.

“At a time when hotels are putting a lot of emphasis on direct sales, what we are presenting is a proposal that deals precisely with everything that is direct sales without treating it only from a partial approach” when ‘all marketing is hyperconnected,’ says Alberto Barredo to this newspaper.

Six vectors

Keytel's offer is based on an essential premise: the need to be complete, customized and adaptable to any type of hotel. For this reason, it is based on six “acceleration vectors”. These are a series of services/provisions that make up a comprehensive proposal and that will help to boost the business development of associated hoteliers in 6 main areas. Thus, work has been carried out in the areas of:

1) Marketing and sales

2) Technology and digitalization

3) Direct channel and digital strategy

4) Marketing and Communication

5) Purchasing and Cost Management

6) Partnerships & Knowledge

Consolidation as the first hotel consortium

The new company consolidates and strengthens its position as the undisputed leader among the world's hotel consortiums, according to the ranking published annually by the prestigious North American magazine Hotelsmag.

Hotusa Hotels has topped this ranking for the last 9 years, the sum of the hotel offer of both portfolios keeps Keytel at the top of this list with an offer of more than 426,000 rooms, 179,000 more than its immediate follower. Why... Grupo Hotusa firmly believes in the future of independent hotels. Both in the broader model of the individual hotel and in that of all those family and private chains that have been built, in many cases, from a first establishment and that tend to have a national or, sometimes, regional dimension.

Born in 1977 and headquartered in Barcelona (Spain), Grupo Hotusa has a workforce of more than 5,500 employees and its turnover exceeded €1.2 billion in 2019.

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Study reveals that independent hotels are better rated than chain hotels

06/02/2024

This is the main conclusion of the first phase of analysis of the results of the Observatory of the Independent Hotel Industry in Spain promoted by Keytel in collaboration with Braintrust Consulting Services

06/02/2024

● The study has a panel of multidisciplinary experts within the hospitality sector and aims to describe the situation of independent hotels compared to chains and provide solutions to strengthen their value proposition and increase their competitiveness

● Over the next few months, and always within the framework of this observatory, Keytel will periodically publish the conclusions and results of this exhaustive analysis of the independent hotel sector in successive reports

Barcelona, February 06, 2024.- Keytel - the first alliance of independent hotels in the world - and Braintrust Consulting Services - a global professional services firm specializing in tourism - have launched the “Observatory of Independent Hotels in Spain”. The study was created with the aim of taking a snapshot of the current situation of this sector vis-à-vis the large chains and, once the diagnosis has been obtained, to provide solutions to strengthen its value proposition and increase its competitiveness.

The working method was based on the analysis of the evaluations made by customers on the web site www.booking.com regarding both independent and chain-affiliated establishments in the 3, 4 and 5-star categories, located in Spain, and divided into urban and vacation segments. The exhaustive study of these evaluations has been complemented by interviews with renowned experts, who have contributed their particular vision and have helped to reinforce and certify the conclusions drawn.

In this regard, the company, which will present the results of the study in different blocks, advances a first and significant conclusion: Customers value independent establishments more highly and, therefore, show their preference when it comes to booking them over the proposal of large chain hotels.

A determining factor in this regard is the ability of independent hotels to offer a more personalized service and a unique experience that reflects the identity of the destination, compared to the standardized lodging formula offered by hotel chains. Increasingly, tourists want to be immersed in the essence of the place they are visiting, an experience that is perceived as much more feasible in independent hotels.

Pricing, Facilities and Procedures: Some Opportunities for Improvement

The study also reveals a second reality: Prices in independent hotels tend to be lower. A priori this could only be understood as a strength in the eyes of the customer. However, it could reveal a double shortcoming in sales management. 1) The inadequate matching of rates to the service offered - the pricing strategy must be adjusted to the consumer's own experience - and 2) The failure to optimize the revenue management policy, a task best performed by the chains, which allows them to set their prices more in line with the quality provided.

The last major headline of this phase of analysis might seem, a priori, contradictory, since a greater presence of independent hotels is detected among the best and worst rated. However, this reality only highlights the two sides of the same coin. The personalized service and attention to detail offered by hotels not affiliated with chains, which, if used appropriately, can be perceived as a differential element and an added value that improves the traveler's experience, can become a negative input if it is associated with lack of professionalism or disregard for the guest.

Thus, the uniqueness and care of the unique product that is the independent hotels, places some of them at the top of the valuation rankings, while the lack of investment and renovation of assets, a poorly applied pricing policy or a lax customer service can push others to the bottom of the table.

In short, the study corroborates the thesis that defends the contribution of independent hotels to the tourism offer in a positive way, while the analysis also extracts points for improvement that represent opportunities for independent hotels to continue competing. Keytel directs all its activity and the development of its solutions to help these hotels to continue improving their offer and to reinforce the sustainability of the independently operated hotel model.

Over the next few months, and always within the framework of this observatory, Keytel will announce the new conclusions and results that will be drawn from this exhaustive analysis of the national independent hotel panorama.

About Keytel

Keytel is the world's leading independent hotel alliance with a portfolio of more than 3,000 properties in 80 countries.

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Interesting events already scheduled

About Keytel:

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Hotusa Group

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Keytel holds its annual meeting in Spain with more than a hundred attendees

The president of Grupo Hotusa, Amancio López, was in charge of inaugurating the event

16/11/2021

● In the coming weeks, the company will replicate this meeting in Paris and Lisbon for its partner hotels in France and Portugal, respectively

● The convention, which ended with a workshop with AAVV, dealt with the novelties derived from the recently announced merger of Keytel and Hotusa Hotels and addressed the news and trends of the hotel market and the sector as a whole

Barcelona, November 11, 2021.- Keytel, the hotel services division of the Hotusa Group, held its Annual Meeting in Spain today at the facilities of one of its associated establishments, the Wellington Hotel & Spa Madrid. The meeting, which was attended by around one hundred people, dealt with the novelties derived from the recently announced merger of Keytel and Hotusa Hotels and addressed the news and trends of the hotel market and the sector as a whole. In the afternoon, and as a way of closing the day, a workshop with Travel Agencies took place.

In this regard, the slogan: “Keytel: The Hotel Accelerator” presided over an event in which the company claims to be the “1st organization specialized in hotel acceleration”, a formula that combines consultancy, a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

The President of Grupo Hotusa, Amancio López, was in charge of opening the convention, and did so with a speech in which he reviewed the vicissitudes experienced by the sector since the outbreak of the pandemic, the great work of recovery that needs to be faced and, above all, the great challenges facing tourism: digitalization, sustainability, the need to create unique and experiential products and the fight against tourismphobia.

López also stressed that, despite the threats, the current situation is excellent for independent hotels because, with the right knowledge and partners, small establishments and smaller chains can access the technology and tools they need to compete.

Xavier Cortés, CEO of Keytel, spoke along the same lines in a speech entitled: “Changes in the Tourism Area. The first worldwide alliance of independent hotels is born” emphasized that it is precisely for this reason that it has been decided to merge the companies providing services to hotels, Hotusa Hotels and Keytel: to strengthen the company's commitment to independent hotels and maximize its value proposition, expanding the range of services in order to increase the speed of transformation and growth of its associated hotels. Cortés also emphasized that the new company has become the largest independent hotel alliance in the world with a portfolio of more than 4,000 hotels and 426,000 rooms in 80 countries.

After these two initial interventions, the day was structured in 2 discussion panels, the first of which focused on the commercial area, under the heading: Sales and Marketing and in which essential items were reviewed to optimize the marketing of establishments: digital strategy, pricing policy, positioning or development of “tailor made” projects adapted to the characteristics of each establishment. The second panel, entitled "New trends in hotel management", addressed topics of great interest and topicality, such as the areas of purchasing and procurement, the competitive regenerative model. Sustainability and hotels, European Aid and Next Generation Funds and the importance of the Brand in Independent Hotels.

Before the lunch break, it was the turn of Maurici Segú, Director of the Room 0 Project, who gave a speech on “The Brand of your Hotel”, in an intervention aimed at highlighting the importance and value of working to position the establishment by virtue of its singularities and attributes, to create, in short, a unique product. After lunch, the “Re-connect Workshop”, which brought together hoteliers and travel agents, brought the day to a close.

In the coming weeks the company will replicate this meeting in Paris and Lisbon for its partner hotels in France and Portugal respectively.

Hotusa Hotels and Keytel merge

As announced last week, Grupo Hotusa has decided to integrate its two hotel services companies (Hotusa Hotels and Keytel) in an operation that will become effective on 01/01/22. This merger represents a natural evolution that will improve and maximize the value proposition that both companies were offering, individually, to their respective associated establishments. The company will operate under the name Keytel, with the aim of taking advantage of the prestige and market strength of a brand with more than 40 years of experience.

Keytel's offer is based on an essential premise: the need to be complete, personalized and adaptable to any type of hotel. For this reason, it is based on 6 “acceleration vectors” that make up an integral proposal that has to help boost the business development of associated hotels in 6 main areas: 1) Marketing and Sales, 2) Technology and Digitalization, 3) Direct Channel and Digital Strategy, 4) Marketing and Communication, 5) Purchasing and Cost Management and 6) Partnerships & Knowledge.

In this regard, the Tourist Groups area will constitute the only exception in this rebranding operation and will continue to operate as Hotusa Groups.

About Grupo Hotusa

Following this latest operation, the company is now organized into 3 business units: hotel services, which will be integrated under the Keytel umbrella, distribution, which operates as Restel and the hotel operations area, Eurostars Hotel Company.

Born in 1977 and headquartered in Barcelona (Spain), Grupo Hotusa has a workforce of more than 5,500 employees and its turnover exceeded, in 2019, 1.2 billion euros.

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Keytel launches the first edition of the Hotel Innovation Awards

22/07/2024

These awards were created with the objective of recognizing and highlighting the continuous efforts of independent hoteliers who are at the forefront of the tourism experience

22/07/2024

● The award ceremony will be held during the Independent Hotel Dinner, an evening organized by Keytel on the first night of FITUR

● The company continues to develop initiatives that boost the competitiveness of independent hotels and favor a promising future for the sector

● Sustainability, technology and customer experience will be the main criteria

Barcelona, July 22, 2024.- Keytel, the first alliance of independent hotels in the world, announces the Hotel Innovation Awards, con los which will recognize and highlight the continuous efforts of hoteliers who are at the forefront of improving the tourism experience. The company seeks not only to reward excellence in the hotel industry, but also to encourage the adoption of advanced and more sustainable technological practices.

The award, which was created this year, will highlight those projects that contribute to the development of excellence in independent development in favor of excellence in the independent hotel industry, boosting its competitiveness within the tourism within the tourism sector through innovation and creativity. With this initiative, Keytel seeks to to encourage hotel performance, as well as to recognize and stimulate its creative and investigative facet. For this reason, the organization will value the practical character of the projects presented, considering the principles of sustainability, technology and customer experience as fundamental pillars of development and development and innovation.

The call for entries for this first edition will be open from today until November 30, 2024 and the award ceremony will be held on Wednesday, January 22, 2025 during the Independent Hotel Dinner organized by Keytel in Madrid, a break in the week of FITUR during which the company and its associates enjoy an evening together.

The evaluation criteria: sustainability, technology and experience

One of the focuses of the Hotel Innovation Awards will be sustainability, as it plays a key role in the future of the the future of the hotel industry and in the improvement of tourist destinations. The jury will projects that demonstrate a strong commitment to sustainable practices that reduce environmental impact and promote resource conservation. practices that reduce environmental impact and promote the conservation of natural resources.

On the other hand, the award will also recognize the innovative use of technology as an evaluation criterion, taking into account the crucial role it plays in the guest experience and in the operational management of hotel establishments. From online reservation systems and mobile applications to internal process automation solutions, technological performance represents a key value in the present and future of the hotel market.

Finally, the capacity to offer a unique and memorable experience will be rewarded by evaluating, among other issues, excellence in service, architectural and interior design, quality gastronomy or recreational and cultural activities provided by the hotel. This criterion will value the creation and consolidation of the brand, as well as the differential value of each hotel project.

In conclusion, the 2025 Hotel Innovation Awards organized by Keytel represent a significant opportunity to highlight and celebrate the efforts and creativity of independent hotels. Nominations open on July 1 and can be submitted as of now through the following website www.keytel.com/premios-innovacion-hotelera.

About Keytel

Keytel is the first alliance of independent hotels in the world with a portfolio of more than 3,600 establishments in 87 countries. The organization defines itself as the 1st organization specialized in accelerating hotel transformation processes, a formula that combines a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

About Hotusa Group

Hotusa Group is a dynamic organization made up of a significant number of companies related to the most diverse areas of the tourism sector. Grupo Hotusa, with more than 47 years of history, the Group operates in more than 130 countries, has a workforce of 6,000 employees and had a turnover of more than 1.4 billion euros in 2023.

The company is organized into 3 business units: hotel services, integrated under the Keytel umbrella, which is the first consortium of independent hotels in the world; distribution, which operates as Restel and markets more than 125,000 establishments on a global scale; and the hotel operations area, Eurostars Hotel Company with a portfolio of more than 260 units in 19 countries.

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Keytel leads the Ranking of Hotel Consortiums in the World

The hotel services area of Grupo Hotusa leads this ranking for the tenth consecutive year. For the last nine editions it did so through Hotusa Hotels, a company that recently merged with Keytel, consolidating the new company as the leading alliance of independent hotels on a global scale

12/07/2022

● Its portfolio comprises a total of 3,435 establishments with a total of 316,619 rooms

● The hotel services area of Grupo Hotusa tops this ranking for the tenth consecutive year. For the last nine editions it has done so through Hotusa Hotels, which recently merged with Keytel, consolidating the new company as the leading independent hotel alliance on a global scale.

● Eurostars Hotel Company, the hotel area of the organization, ranked 70th in terms of room volume, up eight positions with respect to the previous year

Barcelona, July 12, 2022.- Keytel tops the ranking of the top 25 hotel consortiums worldwide published annually by the prestigious North American magazine HOTELS Magazine. The company closed the 2021 fiscal year with a total of 3,435 associated hotels and 316,619 rooms, a figure that reaffirms it as the undisputed leader of a ranking that this year also includes, for the first time, soft brands of the world's leading hotel chains.

This is the 10th consecutive year in which the Hotusa Group's hotel services area has topped this ranking. For the last nine editions it did so through Hotusa Hotels, a company that recently merged with Keytel, consolidating the new company as the leading alliance of independent hotels on a global scale.

In the words of Grupo Hotusa's Chairman, Amancio López Seijas: “It is a source of immense pride for us to top the prestigious ranking of the world's leading hotel consortiums for the tenth consecutive year. These results confirm the excellent work being carried out in this area of the company and demonstrate our firm commitment to helping independent hotels improve their marketing channels and service offerings. We are also sure that holding this privileged position will help us to increase Keytel's international projection and prestige as a strategic partner for individual establishments and small chains”.

Grupo Hotusa's hotel division, also on the rise

Eurostars Hotel Company (EHC), the hotel division of Grupo Hotusa, also recorded upward results in the section of the HOTELS Magazine ranking relating to the development of hotel chains. Thus, in the classification based on growth by number of rooms during the 2021 fiscal year, Eurostars Hotel Company climbed eight positions with respect to the previous year, rising to 70th place. During this period, the chain added nearly 2,000 rooms and added 15 new hotels, from 212 to 227.

About de Grupo Hotusa

Grupo Hotusa is a dynamic organization made up of a large number of companies related to the most diverse areas of the tourism sector. Grupo Hotusa, with 45 years of experience, operates in more than 130 countries, has a workforce of 5,500 employees and its turnover exceeded, in 2019, 1.2 billion euros.

Following the recent integration of its two hotel services companies, the company is now organized into 3 business units: hotel services, integrated under the Keytel umbrella, which constitutes the first consortium of independent hotels in the world; distribution, which operates as Restel and markets more than 200,000 establishments on a global scale; and the hotel operations area, Eurostars Hotel Company with a portfolio of more than 235 units in 17 countries.

About Eurostars Hotel Company

Eurostars Hotel Company, with a portfolio of more than 235 hotels in 17 countries, is the leading hotel chain by number of hotels in Spain. Its portfolio is structured in 6 commercial brands: Eurostars Hotels, Áurea Hotels, Exe Hotels, Ikonik Hotels, Crisol Hotels, and Tandem Apartments & Suites.

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Keytel announces the launch of an observatory to evaluate the independent hotel industry

The company has exclusively presented its study on the situation of the independent hotel industry in Spain, carried out by the consulting firm Brainstrust, which describes the situation of independent hotels compared to the chains and provides solutions to strengthen their value proposition and increase their competitiveness

25/01/2024

● Over the next few months, and always within the framework of this observatory, Keytel will periodically publish the conclusions and results of this exhaustive analysis of the independent hotel sector in successive reports

● This agape, which is celebrating its 3rd edition, aims to strengthen ties, as well as to share and vindicate the achievements made

Madrid, January 25, 2024.- Keytel held last night, for the third consecutive year, the “Independent Hotel Dinner”. The meeting, conceived to strengthen ties and share and vindicate achievements, brought together a hundred guests representing 250 hotels associated with its portfolio. This edition had a special component. During the event, the launch of an observatory to evaluate the independent hotel sector was announced for the first time, and the results of a study on its current situation and associated opportunities for improvement were presented. Both initiatives have been promoted in collaboration with Braintrust Consulting Services.

In this regard, the studies to be carried out within this observatory will focus on measuring the degree of satisfaction of customers of independent hotels vs. guests of large chains, identifying the best and worst rated elements by users of these establishments and suggesting, once the conclusions have been drawn, possible levers and elements for improvement to strengthen their value proposition and increase their competitiveness.

Over the next few months, and always within the framework of this observatory, Keytel will periodically publish the conclusions and results of this exhaustive analysis of the national independent hotel panorama in successive reports.

Held in the gastronomic space El Ovillo, the agape was attended by the president of Grupo Hotusa, Amancio López, who in his speech highlighted the importance of the independent hotel industry, a fundamental axis of the company, and emphasized the strength of Keytel and its team to provide this segment of hotels with solutions to continue competing"

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Keytel is the world's leading independent hotel alliance with a portfolio of more than 3,000 properties in 80 countries.

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Keytel presents the first results of its hotel acceleration model

For the second consecutive year, the organization held the “Independent Hotel Dinner” as part of FITUR. More than 100 hotels gathered at an agape that highlights the authenticity and adaptability of this type of establishment and allows them to share and vindicate their achievements

23/01/2023

● The company closes its first fiscal year with a more than positive balance: the average sale, through its marketing channels, of its network of associated establishments rises by 14% compared to 2019 while its digitalization service, specialized in direct sales, achieves increases of over 70%

● One year after its merger with Hotusa Hotels

Madrid, January 19, 2023.- One year after the announcement of its merger with Hotusa Hotels, which was made official at Fitur 2022, and in which the company's new service proposal for independent hotels was unveiled, Keytel has once again chosen the most international trade fair in the world of tourism to present the first results of its hotel acceleration model. The company, which welcomes its clients, partners and suppliers at the Hotusa Group Stand located in Pavilion 10 (10C09), closes its first year with a more than positive balance.

In the last year, the world's leading alliance of independent hotels has generated business worth 330 million euros through its marketing service and has distributed its hotels to a total of 117 countries. It should also be noted that its average sales per hotel have increased by 14% with respect to the 2019 financial year.

The company's digitalization service, which specializes in direct sales and boosts the direct marketing channels of each establishment, has also played an important role. It is not in vain that this area has added a total of 100 hotels in fiscal 2022, some of which have recorded turnover increases of more than 70% in sales through this “proprietary” channel.

Keytel's training proposal, an MBA specialized in the tourism sector and developed in conjunction with The Power Business School, is also progressing successfully. This initiative was born out of a firm commitment to help member hotels consolidate and increase their knowledge of market and sector trends as the only way to increase their competitiveness. Today more than 1,900 students follow these courses.

Xavier Cortés, Keytel's General Manager, emphasizes that “the current moment is especially good for increasing our portfolio with new hotels that are looking for an effective alternative to improve their operating results”. And he adds that “it seems that there can only be independent hotels, whose future and viability is in question, or hotel chains. But this is not the case. There is a formula, which is what we offer, that gives hoteliers the possibility of having the best of both models. And this is none other than that of an independent hotel that is sustainable from all points of view.

The Independent Hotel Dinner: Meeting Place and Forum for Reflection

In its firm commitment to strengthen ties with its network of hotels, as well as to create, through its events proposal, a community that brings them closer, Keytel has held for the second consecutive year, the Independent Hotel Dinner. The event, organized within the framework of Fitur, last night brought together more than 100 of its national and international hotel partners in an agape that highlights the authenticity and adaptability of these types of establishments and allows them to share and vindicate their achievements.

The meeting, held at Espacio ABC, was attended and addressed by the president of Grupo Hotusa, Amancio López, who stressed the importance of independent hotels, the founding axis of the organization, and defended that “despite the competition from the chains, any individual establishment can survive perfectly well if it has the fundamental tools for its management”.

Mr. López also stressed that “Keytel's objective has always been to provide hotels with all the instruments that will enable them to play on an equal footing with any group. This has always been our great challenge and, through technology and thanks to our size as a company, we have made it a reality”.

Keytel, the hotel acceleration company

Keytel is the result of the merger of Hotusa Hotels and Keytel, the two hotel services companies of Grupo Hotusa, which took effect just one year ago. Both companies have been offering services to their associated establishments for more than 40 years and their union makes Keytel the first alliance of independent hotels in the world with a portfolio of more than 3,000 establishments and 426,000 rooms in 90 countries.

The organization defines itself as the 1st organization specialized in accelerating hotel transformation processes, a formula that combines consultancy, a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

About Grupo Hotusa

Founded in 1977 and headquartered in Barcelona (Spain), Grupo Hotusa is a solid organization with a track record of more than 45 years. The company operates in 130 countries, has a workforce of 5,000 employees and its turnover in 2019 was close to 1.2 billion euros.

Following the integration of its two hotel services companies, the company is organized into 3 business units: hotel services, integrated under the Keytel umbrella, distribution, which operates as Restel and markets more than 125,000 establishments on a global scale, and the hotel operations area, Eurostars Hotel Company, with a portfolio of more than 240 units in 17 countries.

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A conference to analyze the future of the independent hotel

11/04/2025

Rio de Janeiro, April 11, 2025. - Within the framework of WTM Latin America 2025, Keytel has successfully celebrated the 29th edition of its Convention in Brazil, consolidating its commitment to the growth of the independent hotel in Latin America. The event took place at the emblematic Rio Othon Palace Hotel in Rio de Janeiro and brought together more than 60 hoteliers, institutional authorities, tourism marketing experts, strategic partners such as Omnibees, and included a keynote speech by Google on the digital trends that are shaping the future of the sector.

A day to analyze the future of the independent hotel

The convention addressed key issues such as internationalization, direct sales, digital transformation and new ways of connecting with the digital traveler. Xavier Cortés, CEO of Keytel, was in charge of opening the event with a speech in which he highlighted the company's strategic role as an ally of the independent hotelier:

“Our goal is to accompany the independent hotel and regional chains in Brazil with tangible solutions that allow them to adapt to a changing environment, boost their international visibility and enhance sales through the hotels' own websites. Ǫwe want to be the partner that walks alongside the hotelier, helping them to leverage the most strategic sales channel, which allows them to better know their customers, adapt their offer and disintermediate an important part of their marketing,”, said Cortés.

Pedro Fernandéz (Google): “AI is no longer the future, it is the present and growth”

One of the most awaited moments was the intervention of Pedro Fernandéz, Senior Account Manager of Mid Market Sales at Google, quien presentó las últimas tendencias sobre el comportamiento del viajero digital y el papel de la inteligencia artificial en el proceso de inspiración, búsqueda y decisión de reserva: “Hoy el viajero es exigente, planifica más, y valora las experiencias simples y sin complicaciones. La IA permite ofrecerle justo lo que necesita, cuando lo necesita. Las herramientas como Performance Max for Travel Goals han demostrado multiplicar las reservas y mejorar el rendimiento en tiempo récord”, señaló Fernández.

During the conference, it was analyzed how today's travelers are looking for frictionless experiences, efficient planning and increasingly sophisticated personalization. More than 70% of users start their planning in digital environments, and 36% have not yet decided their destination in the initial search phase. This insight reinforces the need for hotels to be present from the first moments of the customer journey: exploration, inspiration and comparison.

In its presentation, Google shared success stories of hotels that achieved a 97% increase in revenue and 85% increase in direct sales thanks to an integrated digital marketing strategy.

Hotusa Group: a firm commitment to Brazil

Alberto Barredo, general manager of the Hotusa Group's Tourism Division, was in charge of closing the convention with a speech in which he underscored the company's trajectory and long-term vision in Brazil:

“After 20 years of the group's work in Brazil, the country has consolidated its position in the top 5 among its outbound markets worldwide and is very close to doing so in terms of the destination of its bookings. Brazil was a big bet, the development has been successful, but my feeling during this visit is that the most important thing is yet to come”, said Barredo.

Institutional support and presence at WTM Latin America

The event was supported by the Brazilian Association of the Hotel Industry of Rio de Janeiro (ABIH-RJ) and Riotur, consolidating its role as a reference space for the local hotel ecosystem.

Keytel's presence at WTM Latin America 2025 will serve to present technological solutions, its business consulting model and its vision of sustainability applied to tourism.

Latin America, a key region on Keytel's roadmap

With more than 680 million projected inhabitants by 2030, Latin America represents one of the most vibrant tourism markets on the planet. In this context, Keytel reaffirms its vocation to be a growth accelerator for independent hotels and regional chains in the region. “NIt's not just about selling more, but selling better, understanding the customer, personalizing the offer and building loyalty with value. That is the direct selling we propose”, concluded Cortés.

About Keytel

Keytel is the world's leading alliance of independent hotels with a portfolio of more than 3,600 establishments in 87 countries. The company defines itself as the 19th organization specialized in accelerating hotel transformation processes, a formula that combines consulting, a wide range of services and technological tools to increase the speed of transformation and growth of its partner hotels.

Hotusa Group

Grupo Hotusa is one of the most dynamic tourism organizations in the sector. With more than 47 years of history, it operates in more than 130 countries, has a workforce of more than 6,000 employees and had a turnover of more than 1.5 billion euros in 2024. The company is organized into 3 business units: hotel services, integrated under the Keytel umbrella, which is the world's leading consortium of independent hotels with more than 3,600 associated hotels; distribution, which operates as Restel and markets more than 125,000 establishments on a global scale; and the hotel operations area, Eurostars Hotel Company with a portfolio of more than 270 units in 20 countries.

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Keytel adds 200 new hotels to its portfolio during the first four months of 2023

01/06/2023

The company continues to internationalize its hotel acceleration model, adding 160 hotels outside Spain between January and April

01/06/2023

● As a cornerstone of its philosophy, it continues to promote initiatives that complement its range of services and consolidate its image as a strategic partner in multiple facets of the independent hotel business

Barcelona, June 1, 2023.- Keytel the hotel services division of Grupo Hotusa, continues with its firm and solid commitment to expansion. Thus, during the first four months of 2023, the company has added 200 new associated establishments to its portfolio, of which 80% (160) are outside Spain. These figures consolidate the good growth expectations at the beginning of this year and reinforce the internationalization process of the hotel acceleration model.

Among the countries where new hotels have been added, Thailand stands out, accounting for 28 of the new additions. Southeast Asia continues to be one of the regions in which Keytel expects to register the greatest growth in the coming years. Latin America is also a strategic region for the organization, with Mexico and Brazil leading the way, countries in which the company has recently strengthened its commercial structure to drive this expansion process.

The Reservation Center, at full capacity

Another area of activity that stands out in the first four months of the year is Keytel's Reservations Center and the business it generates for its more than 3,000 associated hotels. So far this year, booking revenue has grown in all geographic areas, exceeding the previous year's figure by a total of 60%.

In addition, during these first months, the number of 500 hotels using the company's booking engine for direct sales has been surpassed. This service, specially designed to maximize and optimize the sales of independent hotels, is considered a key element in the organization's proposal to improve the results of its associated establishments.

A comprehensive approach, beyond sales

The hotel acceleration model and the set of services provided by Keytel are mainly aimed at independent hotels and also at regional chains that want to improve everything related to the sustainability of their business. In this sense, the company emphasizes and highlights in a special way its integral contribution to the hotel business, especially in terms of sustainability, understood not only in the environmental field, but also in its economic and social facets.

In this regard, the company's management is optimistic about the future. “The current situation, marked by a recovery in demand, has been key for hotels to continue investing in improvements in all areas of their activity. That is why we are confident that our associates will continue to trust us and rely on us, not only in the commercial and sales area, but also to promote and consolidate their product through the wide range of services that Keytel offers its associates”.

Keytel, The Hotel Acceleration Company

Keytel is the first alliance of independent hotels in the world with a portfolio of more than 3,000 establishments in 80 countries. The organization defines itself as the 1st specialized in accelerating hotel transformation processes, a formula that combines consulting, a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

About Grupo Hotusa

Grupo Hotusa is a dynamic organization made up of a significant number of companies related to the most diverse areas of the tourism sector. Grupo Hotusa, with more than 45 years of history, the Group operates in more than 130 countries, has a workforce of 5,000 employees and had a turnover of nearly 1.2 billion euros in 2022.

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Keytel, world's leading Hotel Consortium for the 11th consecutive year

18/09/2023

Its portfolio comprises a total of 3,177 establishments with a total of 285,930 rooms

18/09/2023

● According to the classification elaborated by the prestigious North American magazine HOTELS Magazine

Barcelona, September 18, 2023.- Keytel is, for the eleventh consecutive year, the world's leading hotel consortium according to the ranking of the prestigious North American magazine HOTELS Magazine. The company is also fourteenth in the publication's global ranking, which also includes the world's leading hotel chains.

For Keytel's management, “it is a source of immense pride to lead, for more than a decade, the ranking of the world's leading hotel consortiums. This is an excellent opportunity to make our organization visible and to show the independent hotel industry as a whole the strength of our proposal as a quality alternative to the hotel chains. Although the range of services we offer is not necessarily presented as a 360º service to owners, our technological and marketing solutions can be compared to those used by the largest international chains”.

Keytel is “the world's first independent hotel alliance”, with a model based on offering solutions that meet the needs of independent hotels and regional chains. In this sense, the value of the services offered by the company lies in the impulse it is capable of generating in the business performance of its associates, reaching levels that can be much higher than those of hotel chains. It is a proposal that adds to the exclusive uniqueness currently offered by certain independent hotel products, the professional advice and the appropriate technology to turn them into successful projects.

About Keytel

Keytel is the world's leading independent hotel alliance with a portfolio of more than 3,000 properties in 80 countries.

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The Prestige Collection reaches 130 hotels, reaffirming its commitment to excellence

06/05/2024

This growth coincides with the relaunch of its new, much more experiential website, which allows users and industry professionals to get to know the collection in detail.

06/05/2024

● The Prestige Collection is a selection of the best and most prestigious hotels associated with Keytel, the first alliance of independent hotels in the world.

● The firm has recently reached 130 members, highlighting its presence both nationally and internationally, in emblematic hotels in each destination.

Barcelona, May 6, 2024.- The Prestige Collection has reached 130 hotels in its portfolio, maintaining quality and excellence as fundamental pillars. It is the most exclusive selection of Keytel hotels, the first alliance of independent hotels in the world.

Since its creation in 2007, The Prestige Collection has been dedicated to satisfying the growing demand for high-end hotels, becoming a reference for specialists in the hotel sector. Despite its focus on independent hotels, the collection has managed to attract prestigious hotels belonging to international luxury chains, such as Rosewood Villa Magna, Mandarin Oriental Ritz in Madrid or Fairmont Mayakoba in Riviera Maya. Their hotels find in Prestige a complement to their commercial strategy for attracting luxury clients.

With an outstanding national and international presence in 36 countries, The Prestige Collection shines in the main Spanish cities, such as Barcelona, with iconic hotels like the Palace and Casa Fuster, as well as in Madrid with the aforementioned hotels. Internationally, the collection is enriched with iconic properties such as Armani Dubai, Café Royal in London, The Pierre in New York and Kappa Senses in Ubud, Bali, among others.

The collection classifies hotels into four distinctive categories, highlighting ideal places to unwind, establishments located in vibrant urban settings, coastal options for those seeking serenity and unique experiences for those seeking uniqueness.

In addition, this milestone coincides with the relaunch of its new, much more experiential web platform. This platform offers users and industry professionals the possibility to explore the collection in greater detail and generates qualified traffic to the official websites of member hotels: www.theprestigecollectionhotels.com/en/

About Keytel

Keytel is the world's leading independent hotel alliance with a portfolio of more than 3,000 properties in 80 countries.

The organization defines itself as the 1st organization specialized in hotel acceleration, a formula that combines a wide range of services and technological tools to increase the speed of transformation and growth of its associated hotels.

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