What Sercotel hotels does

Sercotel Hotels is a privately held Spanish hotel group headquartered in Barcelona, operating under the legal entity Sagatu Asociados Comercial Hotelera, SLU. Founded in 1994, the company runs 81 hotels across 56 destinations, focused on 3 and 4-star city-center properties serving both leisure and business travelers. The portfolio is structured around the core Sercotel Hotels accommodation product, with supporting service lines including Sercotel Rewards (a loyalty program offering up to 20% discount from the first booking), Sercotel Empresas (corporate rates and consolidated invoicing), Sercotel Agencias (a travel-agency channel with immediate confirmation and commissions), and Sercotel Eventos y MICE (meeting and event hosting).

The company operates a primarily direct-to-consumer go-to-market model: customers can book through the official multilingual website (sercotelhoteles.com, available in Spanish, English, French, and German), a 24/7 call center at +34 900 93 80 38, or via dedicated B2B programs. There is no disclosed proprietary technology platform, mobile app, API, or AI/ML capability; the operating stack is described in standard hospitality terms (booking engine, loyalty database, B2B portals).

Revenue is generated principally through per-night room transactions (reported pricing range of approximately €59-175 per night, with loyalty and corporate discounts layered on top), supplemented by event/MICE bookings and travel-agency commissions. Customer segments are split between individual leisure travelers and corporate/business travelers (both primary), with travel agencies and MICE events as secondary segments. The company has indicated plans to extend the brand into Portugal and Morocco beyond its current Spanish footprint.

Name

Sercotel hotels

Legal name

Sagatu Asociados Comercial Hotelera, SLU

Website

https://sercotelhoteles.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sercotel Hotels is a privately held Spanish hotel group operating 81 three- and four-star city-center hotels across 56 destinations, serving leisure and business travelers through direct booking, a loyalty program, and dedicated corporate, agency, and MICE channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel room bookings: Sercotel generates revenue primarily through hotel room bookings across its portfolio of 81 hotels in 56 destinations. Revenue is generated from transient individual travelers booking directly through the website or call center, as well as corporate accounts and travel agencies. The company offers various room types and rates, including discounted rates for loyalty program members and corporate clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sercotel operates a chain of 81 three- and four-star urban hotels across 56 destinations in Spain, selling room nights and on-property services directly to leisure and business travelers. The offering is extended through a loyalty program (Sercotel Rewards), a corporate booking program (Sercotel Empresas), a travel-agency channel (Sercotel Agencias), and event and meeting services (Sercotel Eventos y MICE). Bookings are facilitated through the company's website, a 24/7 call center, and partner/reseller programs.

Product overview

Sercotel operates as a unified hotel chain brand with 81 urban hotels across 56 destinations in Spain. The portfolio consists primarily of 3 and 4-star city center hotels. The offering is organized around the core hotel accommodation product (Sercotel Hotels), supplemented by a loyalty program (Sercotel Rewards) offering up to 20% discounts and VIP benefits, corporate services (Sercotel Empresas) with corporate rates, agency services (Sercotel Agencias) with competitive commissions, and MICE/event hosting capabilities (Sercotel Eventos y MICE). A booking protection feature (Reserva con Confianza) provides fraud awareness guidance to customers.

Differentiator

Problem solved

Functional benefit

Brands

• Sercotel Rewards: Loyalty program offering up to 20% discount, flexible cancellation, VIP attention, and free WiFi.
• Sercotel Empresas
• Sercotel Agencias
• Sercotel Eventos y MICE

Products and services

• Sercotel Hotels (Urban Hotel Accommodation)

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Meliá Hotels International: Spain's largest hotel chain, operating a broad portfolio of urban and resort hotels across Spain and internationally. Direct competitor to Sercotel in the Spanish 3-4 star urban segment with significantly larger scale and global brand recognition.
• Barceló Hotel Group: Major Spanish family-owned hotel chain with a large portfolio of city and resort hotels in Spain. Competes with Sercotel across urban Spanish destinations and offers a comparable mix of mid-scale and upscale properties.
• NH Hotel Group (Minor Hotels): Spain-headquartered urban hotel chain focused primarily on 3-4 star business and city-center hotels across Europe and Latin America. Closely comparable to Sercotel in product positioning, customer mix, and Spanish-market footprint.
• Catalonia Hotels & Resorts: Spanish hotel chain operating 3-4 star urban and resort properties across Spain, the Caribbean, and Europe. Directly comparable in mid-scale urban positioning and Spanish-market emphasis.
• H10 Hotels: Spanish family-owned hotel group operating urban and resort 4-star hotels, many in Spanish city centers. Competes head-to-head with Sercotel for leisure and corporate travelers in prime city locations.
• Iberostar Hotels & Resorts: Spanish hospitality group operating hotels across Spain, the Mediterranean, and the Americas. While stronger in resorts, Iberostar competes with Sercotel in Spanish urban markets and shares Spain-based heritage and brand recognition.

Broad incumbents

• Marriott International: Global hotel giant with multiple brands (Marriott, Courtyard, AC Hotels, Moxy) operating extensively in Spanish cities. Provides significant competitive overlap in the 3-4 star urban segment where Sercotel operates, with much larger loyalty program and distribution.
• Hilton Worldwide: Global hospitality company operating Hilton, Hampton, DoubleTree, and other brands in Spanish urban markets. Competes with Sercotel for corporate and leisure travelers in Spanish cities through its multi-brand strategy.
• Accor: European hospitality leader operating ibis, Novotel, Mercure, and other brands with significant Spanish urban presence. Direct overlap with Sercotel's 3-4 star business and leisure traveler segments, with global scale advantages.

Regional players

• Grupo Piñero (Bahía Príncipe): Spanish hospitality group primarily focused on Caribbean resorts but with growing urban presence. While more resort-focused, shares Spanish heritage and competes for some Spanish leisure traveler demand flowing to all-inclusive properties.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sercotelhoteles
• Facebookfacebook.com/SercotelHotels

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 Sercotel hotels