Sercotel launches franchise programme to stimulate hotel growth in Spain

2 min reading time

Published on 7 March 2024


Sercotel, the Spanish independent hotel chain, is embarking on an ambitious new initiative with the launch of its franchise programme. To achieve this objective, the chain plans to reach a total turnover of 60 million euros and have 50 franchised hotels in its portfolio.

This programme aims to provide franchisees with the tools and resources they need to optimise the operation of their hotels, while allowing them to retain their independence and operational control. The main objective is ambitious: to double Sercotel's franchise sales over the next three years.

Sercotel currently has 28 franchised hotels, generating total sales of €26.2 million. The franchise programme has been developed over the last eighteen months in the framework of the transformation plan and growth of the company, with the active participation of franchisees to guarantee that it responds to the requirements and expectations of the market.

The programme has also led to significant organisational changes within Sercotel. The franchise is now managed as an independent business sector with the creation of a specialised team in this business model to ensure its implementation and effective management.

The program franchise complete Sercotel offer five key elements: support brand recognized, management complete revenue integrated marketing, advanced technological solutions and economies of scale through exclusive contracts company with suppliers.

The active participation of franchisees is encouraged through the Franchise Advisory Board (FAB), an advisory committee that provides strategic advice and ensures maximum integration of franchised hotels into the company's overall strategy.

"The new franchise programme represents a strategic step in the company's expansion and growth in the urban segment of the Spanish and Portuguese markets, covering both operational establishments and projects under construction. Through it, we provide the support franchisees need to maximise their potential, achieve new levels of performance and strengthen their competitiveness in the sector. This programme has been designed by listening carefully to the voices of our independent hoteliers, taking into account their needs and suggestions, an approach we are very pleased with and which we are convinced will be a sign of rapid success." - José Rodríguez, CEO of Sercotel

"The franchise programme has been designed so that independent hoteliers and small chains, who wish to maintain their autonomy by relying on a committed and professional partner, can join in for a moderate initial investment. Our specialist team helps them every step of the way, from integration, including technology deployment, right through to marketing." - Pablo Fernández, Franchise Manager at Sercotel



Hotel chain

  • Sercotel Spain
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