The Sercotel Hotel Group is one of the leading Spanish chains dedicated to hotel operations and international branding.
The Sercotel Hotel Group was originally founded as an outsourcing business for hotels without its own sales force. The positioning of the brand in the channels and the hotels´ business attachment, led to enter the hotels branding.
The direct management of hotels in multiple destinations and different segments has created the high level skills and knowledge of hotel operations that it possesses today. Always orientated towards efficiency, service, quality and safeguarding the assets it manages.
In 2018 Sercotel Hotel Group launched the Quality System (its franchise model). This differs from the commercial model by influencing the hotels operations through a quality program and different procedures, which guarantee the optimal result of the hotels that operate under one of the group’s brands.
The Sercotel Hotel Group portfolio has properties of a medium and medium-high quality in urban as well as first and second class holiday destinations with a balanced mix of clientele which encompasses business and leisure guests.
In addition, the Sercotel Hotel Group establishments offer a personalised and friendly service. They are notable for their high-quality facilities and for their commitment to the cultural and geographical surroundings. A hotel excellence that in its 25 years of history has received acknowledgement by renowned tourism institutions.
Background
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Mission
To offer quality services in our hotels which satisfy the needs and demands of our customers and hoteliers, always centred on a personalised service and under the standards of excellence that define us.
Vision
To be a leading international company within the hospitality sector, being recognised for quality and closeness to customers. Our objective is to continue working on a business model based on international expansion, an integrated service offering an investment in technology and to consolidate the brand in the market.
Values
Responsibility. To act with honesty, integrity and a good work ethic.
Commitment. To be socially responsible within the community, actively and voluntarily contributing to the defence of human rights.
Team Work. To generate trust and mutual respect in our actions for reaching our objectives.
Efficiency. To do things optimally, quickly and correctly to reach our goal.
Dynamism. To work with energy, speed and flexibility to adapt ourselves to the needs of our customers and keep an open mind towards new opportunities and knowledge that may arise.
Management team
The executive board is in charge of Sercotel Hotel Group general management.
Alejandro Roca
Corporate Finance Manager
Nicolas Lleixá
Sales and Marketing Corporate Manager
Francisco Marco
Corporate Development Director
Anna Romero
General Operations Manager
Sandra Martínez
Chief Human Resources Officer
Sara Mallo
Chief Legal Officer
Our brands
The Sercotel Hotel Group offers a variety of its own brands, which also have the international distribution of Choice Hotels. This is in addition to the local commercialisation carried out by Sercotel Hotel Group in Spain and Latin America.
Alternatively, a perfect supplement its own brand portfolio, thanks to the master franchise agreement with Choice Hotels, the Sercotel Hotel Group can incorporate hotels into the flagship brands of one of the leaders in global hospitality.
Kalma
Charming beach or mountain hotels offering many services.
Esentia
Comfort and functionality with excellent quality and value for money.
Sercotel Hotels
Urban hotels in an excellent location with quality services and facilities.
Comfort Inn
Welcoming hotels in the main international destinations with ideal locations and limited offer services.
Quality
Affordable hotels with guaranteed quality.
Clarion
Exclusive urban hotels in strategic locations for leisure and business trips.
Responsibility and commitment
At the Sercotel Hotel Group, we apply Corporate Social Responsibility throughout. We are fully committed to CSR when carrying out our daily work and management.
We base our foundation on the strategy called Sercotel 365 Social Responsibility, which incorporates four major areas of activity:
365 People, which includes and manages actions directed towards the team, customers and society.
365 Planet, focussed on reducing and minimising the impact of our actions on the environment, being respectful and reducing the irresponsible use of our surroundings.
365 Home, aimed at incorporating and boosting the social, economic and cultural environments that surround our hotels and leaving our mark of identity.
365 The market guides our relationships with suppliers, and links or boosts our respective policy of corporate social responsibility.
Awards
IBTA AWARDS 2018
"Professional career" award to Marisol Turró, President of Sercotel Hotel Group
CRISTAL INTERNATIONAL STANDARDS 2018
Award for hotel excellence in the company’s outstanding establishments
HOSTELCO AWARDS 2016
Award to the chain for the Best National and International Expansion
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