bh Hoteles

What bh Hoteles does

bh Hoteles is a privately held, 100% Colombian hotel chain operating a multi-brand portfolio of 10 urban boutique and lifestyle properties across four Colombian cities (Bogotá, Medellín, Barranquilla, and Santa Marta), with six of those properties concentrated in Bogotá. The group is organized under four owned brands — bh Hoteles (design-forward urban), be Hoteles (accessible/conscious), bs Suites (extended-stay and functional), and EK Hotel (luxury boutique, Beyond Green member) — and additionally operates two properties under the Accor Mercure franchise. All properties are unified under the proprietary Hu\u00e9sped Verde sustainability program, which delivers 100% renewable energy operations, on-demand housekeeping, and an active WWF Colombia alliance, and the chain holds Carbon Neutral, ISO 21401, Sello Ambiental Colombiano, and NTS-TS 002 certifications.

The business operates on an asset-light/operator model supported by a Synxis (Sabre) booking engine powering direct reservations on bhhoteles.com, a 20% advance-booking discount, an 18% long-stay incentive, weekend and Black Friday promotional rates, and dedicated corporate negotiations. Distribution is multi-channel: direct website, central phone reservations, WhatsApp concierge, and a broad OTA footprint (Booking.com, Expedia, TripAdvisor, Hotels.com, Priceline, ZenHotels, Prestigia). Revenue streams span transient room bookings, extended-stay and coliving (targeting digital nomads and medical-tourism patients, particularly via bh Usaqu\u00e9n), on-site F&B, and event/meeting space rental for 15-50 attendees.

The customer base is fragmented across business and leisure travelers, small corporate accounts, and group/event clients, with no disclosed anchor enterprise customers. The company is wholly owned by Grupo Germ\u00e1n Morales, a Colombian family-owned group, with no external funding, institutional investment, or public listing identified. The technology stack is third-party (Synxis/Sabre) rather than proprietary, and there is no evidence of AI/ML capabilities, M&A activity, or disclosed revenue or headcount growth data in the source material.

Name

bh Hoteles

Legal name

bh Hoteles

Website

https://bhhoteles.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

bh Hoteles is a 100% Colombian privately held hotel chain operating 10 boutique and lifestyle properties across Bogotá, Medellín, Barranquilla, and Santa Marta under four sub-brands (bh, be, bs, EK) plus two Accor-Mercure franchises, serving business and leisure travelers via direct booking, OTAs, and corporate programs.

Ownership category

akta.pro rank

Product category

Hotel Accommodations

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Eco-Boutique & Sustainable Lifestyle Hotels (THAGADAE)

Keywords

• Hotel accommodations
• Sustainable hospitality
• Boutique hotels
• Extended stay
• Corporate event venues

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Hotel Room Bookings: Primary revenue stream from overnight accommodations across 10 properties in 4 Colombian cities. Revenue generated through direct bookings, OTAs, and corporate agreements. Dynamic pricing with seasonal variations and promotional discounts.
2. Event and Meeting Spaces: Meeting rooms and event spaces available for corporate events, conferences, trainings, and social gatherings. Revenue from venue rental and associated services like coffee breaks with Colombian coffee.
3. Food and Beverage: On-site restaurants, bars, and breakfast services included in many bookings. Additional revenue from room service, minibars, and affiliated restaurant partners through alliances.
4. Long-Stay and Coliving: Extended stay accommodations targeting digital nomads, health tourism patients, and long-term business travelers. Weekly and monthly rates with discounted pricing (18% off for 4+ nights).
5. Corporate Negotiations: Dedicated corporate rates and negotiated agreements for business travelers, frequent guests, and group bookings through the 'Negociaciones' corporate booking program.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

bh Hoteles operates a 100% Colombian multi-brand hotel chain with 10 properties across four cities (Bogotá, Medellín, Barranquilla, Santa Marta), offering urban boutique and lifestyle accommodations under the bh Hoteles, be Hoteles, bs Suites, and EK Hotel brands, plus two Accor-Mercure franchised properties. The chain also rents meeting and event spaces for 15-50 attendees, provides on-site food and beverage services, and offers extended-stay and corporate negotiation programs. All properties operate under the proprietary Huésped Verde sustainability program featuring 100% renewable energy and carbon neutral operations.

Product overview

bh Hoteles is a 100% Colombian hotel chain operating a multi-brand portfolio of urban boutique and lifestyle hotels across Colombia's major cities: Bogotá (6 properties), Medellín (1), Barranquilla (1), and Santa Marta (1). The portfolio includes four distinct brands: bh Hoteles (main brand, design-forward urban properties), be Hoteles (accessibleconscious experiences), bs Suites (extended-stay functional rooms for business and medical tourism), and EK Hotel (luxury boutique with Beyond Green certification). Two properties operate under the Mercure franchise (Accor) with European-inspired hospitality standards. All properties feature digital direct booking, sustainable hospitality practices through the Huésped Verde program, and event/meeting spaces for 15-50 attendees. The chain is owned by Germán Morales group and maintains sustainability certifications including Carbon Neutral and Sello Ambiental Colombiano.

Differentiator

Problem solved

Functional benefit

Brands

• bh Hoteles: Core brand offering design, comfort, and sustainability in each experience. 100% Colombian brand present in major cities with strategic locations in business, cultural, and tourist sectors.
• be Hoteles
• bs Suites
• EK Hotel

Products and services

• bh Hoteles Primary hotel brand offering urban boutique-style accommodations in Colombia, featuring design-forward interiors, sustainable practices, and locations in key business and cultural districts of Bogotá, Medellín, Barranquilla, and Santa Marta. Operated under 100% Colombian ownership with Huésped Verde sustainability program.
• be Hoteles Budget-conscious hotel brand offering authentic, accessible, and conscious travel experiences with a focus on essential comfort and local connection to each destination.
• bs Suites Extended-stay hotel brand offering cozy, functional, and sustainable spaces designed for business travelers and medical tourism guests. Features flexible weekly and monthly rates with 18% discount for 4+ night stays, located near business and medical centers.
• EK Hotel Luxury boutique hotel brand offering sophisticated urban accommodations with membership in Beyond Green sustainable hospitality network, located in exclusive northern Bogotá district, combining contemporary design, authentic hospitality, and sustainability commitment.
• Mercure bh Hotels Accor-franchised hotel brand offering European-inspired boutique hospitality with international standards, including Mercure bh El Retiro (near Zona T) and Mercure bh Zona Financiera properties in Bogotá. Operated under franchise agreement with Accor providing global distribution access and loyalty program integration.
• Eventos y Reuniones (Event and Meeting Spaces) Versatile meeting and event spaces service offering conference rooms for 15-50 people with various seating configurations (auditorium, classroom, U-shape), equipped with technology for corporate trainings, conferences, and social events. Includes coffee break catering with Colombian coffee.

Quantifiable outcome

• Carbon Neutral Certification achieved
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Accor (Mercure Brand)coreChannel Partner/ Reseller/ DistributorBH Hoteles operates Mercure BH Zona Financiera and Mercure BH El Retiro under the Mercure brand franchise from Accor. This partnership provides international standards, global distribution system access, and the Accor loyalty program while maintaining BH's local sustainability focus.
• WWF ColombiacoreStrategic or Co-development PartnerActive partnership with WWF Colombia for spectacled bear (oso de anteojos) conservation and protection of Andean habitats. Part of BH's Huésped Verde sustainability program, supporting restoration projects and environmental conservation.
• Beyond GreencoreStrategic or Co-development PartnerEK Hotel is a member of Beyond Green, a prestigious global collection of hotels meeting the highest standards of sustainability, social impact, and conservation. Provides brand credibility and marketing support for sustainable luxury positioning.
• THE CODEminorStrategic or Co-development PartnerTHE CODE is a global initiative for the prevention of commercial sexual exploitation of children in travel and tourism. BH hotels are signatories committed to protecting children from exploitation.
• Synxis (Sabre)coreTechnology or IntegrationSynxis reservation system integration for booking engine functionality across all BH properties. Provides real-time availability, dynamic pricing, and booking management capabilities.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GHL Hoteles: GHL Hoteles is a leading Colombian hotel chain operating multiple properties across Colombia and Latin America. It directly competes with bh Hoteles in the same Colombian urban and business markets, with comparable full-service and boutique positioning.
• Hoteles Estelar: Estelar is one of the largest Colombian hotel chains with properties in Bogotá, Medellín, Cartagena, and other major cities. It directly competes with bh Hoteles for business and leisure travelers in the same urban full-service segment.
• Faranda Hotels: Faranda Hotels operates a portfolio of full-service and boutique hotels across Colombia, Venezuela, and Panama. It competes directly with bh Hoteles in the Colombian urban and resort hotel market with a similar multi-brand approach.

Broad incumbents

• Accor (Mercure / Novotel / ibis): Accor is a global hotel operator and bh Hoteles' Mercure franchise partner. Through Mercure, Novotel, ibis, and other brands, Accor directly competes with bh in Colombia while also serving as a distribution partner for the two franchised Mercure BH properties.
• NH Hotels: NH Hotels (Minor Hotels) operates urban full-service hotels across Latin America including multiple properties in Bogotá, Medellín, and Cartagena. It competes with bh Hoteles for international business and leisure travelers in the same Colombian cities.
• Sonesta Hotels: Sonesta operates a growing portfolio of hotels across Latin America including Colombia. It competes with bh Hoteles in the urban and resort segments with broader geographic reach and a comparable mid-to-upscale positioning.
• Hilton (Hilton Garden Inn / Hampton): Hilton operates multiple properties in Bogotá, Medellín, and Cartagena through its brand portfolio (Hampton, Hilton Garden Inn, DoubleTree). It competes with bh Hoteles for international business travelers and corporate accounts in the same Colombian cities.
• Marriott International: Marriott operates multiple properties in Colombia (Bogotá, Medellín, Cartagena) across its luxury, premium, and select-service brands. It competes with bh Hoteles for corporate accounts and leisure travelers, and has global sustainability programs that mirror bh's ESG positioning.

Others

• Preferred Hotels & Resorts: Preferred Hotels & Resorts is the global affiliation network that includes EK Hotel via LVX membership. It is comparable as an indirect competitor in the luxury distribution channel and a peer in independent hotel affiliation strategy.

Emerging players

• Selina: Selina operates a network of design-forward hostels and hotels across Latin America including Colombia, targeting digital nomads and experiential travelers. It overlaps with bh's be Hoteles and bs Suites extended-stay segments, particularly in Medellín and Santa Marta.

Market position

Competitive moat4 records

Customer concentration

• Facebookfacebook.com/bhhotelescolombia
• LinkedInlinkedin.com/company/bh-hoteles
• Instagraminstagram.com/bhhoteles_

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about bh Hoteles