What Soho Boutique Hotels does

Soho Boutique Hotels, operating through parent Soho Hospitality Group S.L. (held by Tenedora de Valores Océano Pacífico S.L.), is a privately held Spanish boutique hotel group headquartered in Málaga and operating 20+ properties across Spain and two in Morocco, with subsidiaries numbering approximately 30. The portfolio spans 2- to 5-star properties across multiple brands: the core Soho Boutique Hoteles brand, plus Itaca, Moon Dreams, ITC Hotels, and Urania sub-brands covering urban, mid-tier, and coastal leisure segments respectively. The chain addresses leisure travelers, families, couples, corporate MICE clients (meetings for 12–220+ persons), and a differentiated Dog Friendly segment spanning 35+ properties.

Revenue is generated primarily from room and apartment rentals across the multi-brand portfolio, supplemented by on-site F&B (rooftop restaurants La Terraza del Soho and La 7, fine dining at El Castillo in the 1624 Castillo de Santa Catalina, plus Topic, Doce Caños, and Yamur), meeting and event venue rentals, gift vouchers (Bonos Regalo), flight + hotel dynamic packages, and dog-friendly supplements of €12/night and €25 per stay. Distribution runs through the direct sohohoteles.com platform, a 24/7 telephone line, OTAs, dedicated corporate and groups commercial channels, and the SBLovers loyalty program offering 10% repeat-booking discounts. The underlying technology is standard hotel PMS/reservation stack with commodity martech (Hotelinking, Meta/Google advertising, Microsoft Clarity analytics); no proprietary AI, ML, or platform technology is disclosed. Solvency was reinforced in December 2021 by a €30 million FASEE public loan (€24M participating + €6M ordinary) administered by SEPI following COVID-19 disruption, and the group holds ISO 9001/14001/45001/50001 certifications alongside Q de Calidad, Safe Tourism, LEED, Green Key, Ecostars, and Bioscore sustainability credentials.

Name

Soho Boutique Hotels

Legal name

Soho Hospitality Group S.L.

Website

https://sohohoteles.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Soho Boutique Hotels is a Málaga-based private boutique hotel group operating 20+ properties under the Soho Boutique, Itaca, Moon Dreams, ITC, and Urania brands across Spain and Morocco, serving leisure, MICE, and pet-friendly travelers.

Ownership category

akta.pro rank

Product category

Boutique Hotels

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), Boutique Resorts (Small-Scale Resorts) (THAGADAJ), Boutique Inns (THAGAHAB)

Keywords

• Boutique hotels
• Hotel accommodations
• Hospitality services
• Hotel chain operations
• Hotel restaurants events

Headquarters

HQ city

Málaga

HQ country

Spain

HQ region

Europe

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Hotel Room Accommodations: The primary revenue stream is generated from the rental of hotel rooms and apartments across all Soho Boutique and Moon Dreams branded properties, ranging from 2-star to 5-star categories. Revenue is derived from direct consumer bookings, OTAs, and group/corporate reservations.
2. Gastronomy and Restaurant Services: On-site restaurants and rooftop terraces (La Terraza del Soho, La 7, El Castillo, Doce Caños, Topic) generate food and beverage revenue from both hotel guests and external visitors.
3. Events and Meetings: Meeting rooms and event spaces across multiple properties are rented out for corporate meetings, conferences, banquets, and weddings, generating venue rental revenue.
4. Gift Vouchers and Packages: The chain sells gift vouchers ('Bonos Regalo') and flight + hotel packages, bundling accommodation with ancillary services to increase average booking value.
5. Dog-Friendly Accommodations: Pet-friendly hotels charge a supplemental fee per night (EUR 12 per dog) plus a one-time cleaning supplement (EUR 25 per stay) for dog-friendly rooms.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Soho Boutique Hotels operates a multi-brand portfolio of boutique hotel accommodations (2 to 5 stars) across more than 20 properties in Spain and Morocco under the Soho Boutique, Itaca by Soho Boutique, Moon Dreams, ITC Hotels, and Urania brands. Core revenue is generated from hotel room and apartment rentals complemented by on-site gastronomy (rooftop terraces, branded restaurants), meeting and event spaces, gift vouchers, a dog-friendly accommodation program, and flight + hotel packages.

Product overview

Soho Boutique Hotels operates as a multi-brand boutique hotel chain with a portfolio centered on the Soho Boutique Hoteles core brand (50+ properties from 2-5 stars), supported by sub-brands including Itaca by Soho Boutique (mid-tier offerings) and Moon Dreams (beach-focused properties). The company offers vertically integrated services including an SBLovers loyalty program, SBLovers e-commerce platform, Soho Boutique Academy hospitality training school, corporate meeting and events services, and a growing gastronomy portfolio featuring rooftop restaurants (La Terraza del Soho, La 7), fine dining (El Castillo), and branded restaurants (Topic, Doce Caños, Yamur). The brand is expanding internationally with properties in Morocco and differentiating through dog-friendly accommodations, sustainable tourism practices, and integrated flight+hotel packages.

Differentiator

Problem solved

Functional benefit

Brands

• Moon Dreams: Sub-brand offering hotels and apartments, including Moon Dreams Portomagno, Moon Dreams Calabahía, Moon Dreams Fuengirola, Moon Dreams Mediterraneo, and Moon Dreams Puerto
• Itaca
• ITC Hotels
• Soho Boutique Academy
• SBLovers
• La Terraza del Soho
• La 7
• El Castillo

Products and services

• Soho Boutique Hoteles (Core Brand) The primary boutique hotel brand operating over 20 properties across Spain and Morocco, ranging from 2-star to 5-star accommodations in urban and coastal destinations including Madrid, Barcelona, Seville, Málaga, Cádiz, Valencia, and Casablanca. Targeted at leisure travelers, couples, families, and small groups seeking characterful city-center and beach accommodations.
• Itaca by Soho Boutique A mid-tier hotel sub-brand under Soho Boutique offering 2-4 star accommodations in select destinations including Jerez, Córdoba, Salamanca, and Seville, positioned at lower star ratings than the main Soho Boutique brand.
• Moon Dreams A distinct beach-focused hotel sub-brand operating properties in coastal locations including Torremolinos (Mediterraneo), Fuengirola, Cala del Moral (Calabahía), Aguadulce (Portomagno), Mallorca (Urania Arenal), and Puerto de Santa María, with 3-4 star ratings.
• SBLovers Loyalty Program Loyalty and membership program offering guests a 10% discount on reservations, exclusive deals, gift vouchers for hotel stays and gastronomy experiences, and access to special services. Drives repeat direct bookings.
• Soho Boutique Academy A professional hospitality training school created by Soho Boutique Hotels offering real-world vocational education in their actual hotel properties, positioned as the first FP (Formación Profesional) school created by a hotel chain in Spain.
• Meeting Rooms & Events Service Corporate event and meeting facilities offered across select properties including Soho Boutique Catedral (Seville), Jerez, Puerto, Vistahermosa (Cádiz), Castillo Santa Catalina, La Equitativa, Las Vegas (Málaga), Córdoba, Palacio de Pombo (Santander), and Congreso (Madrid) with various room capacities and configurations. Targeted at corporate clients, event organizers, and wedding planners.
• La Terraza del Soho (Sevilla) Rooftop terrace restaurant and cocktail bar located on the top floor of Soho Boutique Catedral hotel in Seville, offering views of the Cathedral and La Giralda. Open to hotel guests and external visitors.
• La 7 (Málaga) Rooftop terrace-restaurant on the 7th floor of Soho Boutique Equitativa hotel in Málaga, featuring views of Calle Larios and combining dining with panoramic city views. Open to hotel guests and external visitors.
• El Castillo Restaurant (Málaga) Fine dining restaurant located in the 1624 Renaissance Arabic palace of Castillo de Santa Catalina in Málaga, restored in 2021. Offers fine cuisine with live music, serving dinner daily with event venue capabilities for private functions. Open to hotel guests and external visitors.
• Topic (Málaga) Restaurant venue operated by Soho Boutique Hotels in Málaga, part of the company's gastronomy offerings, open to hotel guests and external visitors.
• Doce Caños (El Puerto de Santa María) Restaurant venue operated by Soho Boutique Hotels in El Puerto de Santa María, Cádiz, featuring cuisine in a historic setting. Open to hotel guests and external visitors.
• Yamur (Málaga) Restaurant venue operated by Soho Boutique Hotels in Málaga, part of the expanding gastronomy portfolio. Open to hotel guests and external visitors.
• Dog Friendly Hotels Program Pet-welcome accommodation program covering 35+ dog-friendly hotels where guests can stay with pets (dogs up to 10 kg, maximum one dog per room). Includes pet welcome kit with eco-friendly bowls, biodegradable bags, snacks, and play ball. Additional fees: EUR 12 per night pet fee and EUR 25 cleaning supplement per stay. Targeted at dog-owning leisure travelers.
• Gift Vouchers (Bono Regalo) Gift voucher program allowing customers to purchase hotel stay packages and gastronomy experiences at Soho Boutique Hotels properties (3 to 5 stars) or at Castillo Santa Catalina restaurant in Málaga. Available via the official website.
• Flight + Hotel Dynamic Package Bundled flight + hotel packages available through the official website in Málaga, Madrid, and Sevilla markets, enabling customers to book combined travel and accommodation in a single transaction.

Quantifiable outcome

• EUR 30 million in public financial support received from FASEE/SEPI to ensure group viability following COVID-19 impact

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Twelve partnerships are on record, tiered minor.

• Quirón SaludminorOthersSoho Boutique Hotels has arranged a telephone medical assistance agreement with Quirón Salud hospitals, providing guests with access to healthcare support as part of their booking. The agreement is referenced as included with bookings made through the official website.
• Málaga Film FestivalminorGTM or Marketing PartnerSoho Boutique Castillo de Santa Catalina served as the venue for the opening party of the Málaga Film Festival for the second consecutive year, hosting directors, actors, and film enthusiasts. The partnership fuses glamour and hospitality.
• Museo Thyssen MálagaminorGTM or Marketing PartnerSoho Boutique Hotels is a principal collaborator of the Museo Thyssen Málaga, supporting cultural appreciation and art in the community through this sponsorship.
• Málaga con M de Música FestivalminorGTM or Marketing PartnerSoho Boutique Hotels supported this 3-day music festival (September 5–7, 2024) at the Auditorio Cortijo de Torres in Málaga, in partnership with Cadena 100 and Rock FM, including brand visibility and participation.
• Festival BrisaminorGTM or Marketing PartnerSoho Boutique Hotels participated in Festival Brisa, a cult festival in Málaga, by setting up one of their famous beds at the event, offering attendees and artists the opportunity to enjoy live concerts from the comfort of their mattresses.
• Unicaja BaloncestominorGTM or Marketing PartnerSoho Boutique Hotels expanded its sports sponsorships to include Unicaja Baloncesto, promoting the chain's values through basketball and reaching sports-loving audiences.
• Málaga Handball TeamminorGTM or Marketing PartnerSoho Boutique Hotels sponsors the Málaga handball team as part of its expanded sports sponsorship portfolio.
• Málaga C.F.minorGTM or Marketing PartnerSoho Boutique Hotels renewed its sponsorship commitment with Málaga C.F. football club, reflecting its dedication to supporting local teams and communities.
• Cádiz C.F.minorGTM or Marketing PartnerSoho Boutique Hotels renewed its sponsorship commitment with Cádiz C.F. football club, reflecting its dedication to supporting local teams and communities.
• Ignacio Gómez Osuna (Golfer)minorGTM or Marketing PartnerSoho Boutique Hotels announced a sponsorship agreement with Spanish golfer Ignacio Gómez Osuna, a young sporting talent, reflecting the chain's commitment to supporting emerging sports promises.
• Xuso Jones (Artist/Content Creator)minorGTM or Marketing PartnerSoho Boutique Hotels collaborated with artist Xuso Jones on a social media contest offering followers a year of free hotel stays, leveraging the artist's audience for brand reach and engagement.
• Cadena 100 and Rock FMminorGTM or Marketing PartnerSoho Boutique Hotels partnered with radio stations Cadena 100 and Rock FM for the Málaga con M de Música festival sponsorship, gaining broadcast media exposure.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Room Mate Hotels: Spanish urban boutique hotel chain founded by Kike Sarasola with design-led properties in Madrid, Barcelona, Málaga, and other Iberian cities. Closest like-for-like Spanish boutique peer given similar city-center positioning, comparable star ratings, and presence in overlapping Spanish destinations.
• Petit Palace Hoteles: Spanish boutique hotel brand operating 3-4 star design properties in Madrid, Barcelona, Sevilla, Málaga, and other Spanish cities. Highly comparable on star tier, urban boutique positioning, and Spanish city footprint.
• Vincci Hoteles: Spanish hotel chain (4-star and boutique-tier properties) operating across Spain, Portugal, and select Mediterranean destinations. Direct comparable given Spanish heritage, multi-brand portfolio strategy, and similar urban/cultural property positioning.

Broad incumbents

• NH Hotel Group: Major Spanish-headquartered hotel group operating hundreds of properties across Europe and Latin America. Broader incumbent with overlapping Spanish urban presence but a much wider portfolio focused on upper-upscale and corporate travel segments.
• Meliá Hotels International: Largest Spanish hotel operator with global resort and urban presence under multiple brands including Innside by Meliá (boutique positioning). Overlaps on Spanish geography and on operating a brand portfolio that spans price segments including boutique-style offerings.
• Catalonia Hotels & Resorts: Spanish hotel group with urban, beach, and resort hotels across Spain and select Mediterranean destinations. Comparable on Spanish multi-segment hotel strategy and presence in overlapping cities such as Sevilla, Madrid, and Barcelona.
• Barceló Hotel Group: Major Spanish family-owned hospitality group operating urban hotels and resorts across Spain, Europe, and the Americas. Comparable on Spanish multi-brand portfolio strategy and overlap in Andalusian and Mediterranean beach/city segments.
• Iberostar Hotels & Resorts: Spanish hotel group historically strong in resort and beach segments with growing urban/city presence in Spain. Overlaps on coastal Spanish destinations (Andalusia, Balearics) where Soho Boutique's Moon Dreams sub-brand competes.
• AC Hotels by Marriott: Marriott's design-led select-service boutique hotel brand with strong Spanish/European urban footprint. Functions as a benchmark incumbent for design-driven urban hotels at the 3-4 star segment where Soho Boutique competes for direct bookings and loyalty members.

Emerging players

• Mama Shelter: Design-led boutique hotel concept now owned by Accor, with urban lifestyle properties across European and Mediterranean cities. Comparable on boutique positioning, design differentiation, and 3-4 star urban targeting, though operating at smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SOHOBHotels
• Facebookfacebook.com/HotelesSOHO
• LinkedInlinkedin.com/company/soho-boutique-hotels
• Instagraminstagram.com/sohoboutiquehotels

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries29 records

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 Soho Boutique Hotels