Bern Hotels & Resorts

What Bern Hotels & Resorts does

Bern Hotels & Resorts Panama is a multi-brand hospitality operator headquartered in Panama City, operating eight properties across three destination types — urban business hotels in the financial and airport corridors, a Pacific-coast beach resort (Westin Playa Bonita), and a rainforest nature reserve (Gamboa Rainforest Reserve). Founded in 2004 as a division of the Panamanian conglomerate Empresas Bern, the group runs the properties primarily under franchise agreements with IHG (InterContinental Miramar, Crowne Plaza Panama, Crowne Plaza Aeropuerto, Holiday Inn at the Panama Canal) and Marriott International (Westin Panama, Westin Playa Bonita, Le Méridien Panama), and generates revenue from room bookings, on-site food and beverage, events and MICE business, and adjacent tourism experiences.

The company's core operating platform layers a proprietary loyalty program (Royal Card) and an experiences marketplace (Panamazing) on top of the franchised properties, alongside an in-house training operation (The Panama International Hotel School). Distribution runs through the central corporate website, each property's brand listing on IHG.com and Marriott Bonvoy, OTAs, and a dedicated corporate sales team handling groups, MICE, diplomatic, and leisure inquiries. Customer segments span corporate and business travelers, leisure and family vacationers, corporate incentive and conference groups, and eco-tourists.

Underlying technology is conventional PMS-style hospitality infrastructure with a unified brand and loyalty layer across franchised properties; no proprietary software, AI, or platform technology is disclosed. Pricing is not publicly posted — room rates vary by property, season, and channel, while corporate, group, and event pricing is quote-based. Bern Hotels does not disclose financial figures, headcount, or occupancy, and is privately held within the Empresas Bern conglomerate.

Name

Bern Hotels & Resorts

Legal name

Bern Hotels & Resorts Panama

Website

https://bernhotelspanama.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bern Hotels & Resorts Panama operates eight hotels, a beach resort, and a rainforest reserve under IHG and Marriott franchises, serving corporate, leisure, MICE, and eco-tourism travelers in Panama via a unified loyalty and experiences platform.

Ownership category

akta.pro rank

Product category

Hospitality and Resort Management

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721), Tour Operators (561520), Other Traveler Accommodation (72119)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Beachfront & Coastal Full-Service Hotels (THAGAAAI), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Beachfront & Island Luxury Resorts (THAGACAA), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Island, Beach & Resort Travel Agencies (THAKAFAL), Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

Keywords

• Hospitality management
• Hotel and resort operations
• Corporate travel services
• MICE and events
• Ecotourism resorts

Headquarters

HQ city

Paitilla

HQ country

Panama

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Hotel room bookings: Primary revenue from room nights sold across 8 properties including city hotels, beach resorts, and a nature resort in Panama. Revenue is generated through direct bookings, brand platform bookings (IHG, Marriott), and OTAs.
2. Food and beverage: On-site restaurants, bars, and catering services across hotel properties generate F&B revenue.
3. Events and meetings: Corporate meetings, conferences, incentive groups, weddings, and destination events at hotel properties.
4. Tourism experiences: Panamazing platform offers curated local experiences including boat tours, wildlife encounters, and cultural activities at Gamboa Rainforest Reserve and other destinations.
5. Loyalty program: Royal Card loyalty program rewards repeat guests with exclusive benefits and experiences across the portfolio.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Bern Hotels & Resorts operates a portfolio of eight hotels and resorts in Panama covering city, beach, and rainforest destinations under internationally branded flags (InterContinental, Crowne Plaza, Holiday Inn, Westin, Le Méridien) and the Gamboa Rainforest Reserve. The group also operates the Panamazing experiences platform, the Royal Card loyalty program, and The Panama International Hotel School for hospitality talent development, all under the Empresas Bern corporate umbrella.

Product overview

Bern Hotels & Resorts is a hotel and tourism management company operating a portfolio of eight hotels and resorts across Panama, encompassing city hotels, beachfront properties, and nature-based retreats. The portfolio includes Westin Playa Bonita (Pacific-facing resort), Gamboa Rainforest Reserve (ecotourism resort), Westin Panama (business hotel), Le Méridien, Holiday Inn at the Panama Canal, InterContinental Miramar, Crowne Plaza Panama, and Crowne Plaza Aeropuerto. Beyond accommodation, the group offers Panamazing (an experiences and memberships platform), Royal Card (a loyalty program), and The Panama International Hotel School (a hospitality education institution). The company positions itself as a division of Empresas Bern with over 20 years of experience in sustainable and responsible tourism development.

Differentiator

Problem solved

Functional benefit

Brands

• Royal Card: Loyalty program that rewards members with benefits and exclusive experiences across the Bern Hotels & Resorts portfolio.
• Panamazing
• The Panama International Hotel School

Products and services

• The Westin Playa Bonita A Pacific-facing resort offering oceanfront accommodation, panoramic views, versatile event spaces, and direct beach access. Ideal for families, incentive groups, wellness retreats, destination weddings, and corporate events near Panama City.
• Gamboa Rainforest Reserve An ecotourism resort located within Soberanía National Park at the confluence of the Chagres River and Panama Canal, featuring tropical rainforest immersion, boat excursions, wildlife encounters, and Panama's only aerial cable car.
• The Westin Panama A wellness-oriented business hotel in Costa del Este providing polished urban accommodation for executives, meetings, and extended stays with access to offices, restaurants, and city amenities.
• Le Méridien Panama A contemporary hospitality property on Avenida Balboa offering proximity to the financial district, gastronomic offerings, and the Cinta Costera coastal route for short stays and corporate itineraries.
• Holiday Inn at the Panama Canal A practical hotel near Ciudad del Saber with views of the Panama Canal, serving academic visits, business travel, family stays, and canal-focused itineraries in a green setting.
• InterContinental Miramar Panama A bayfront address in Panama City catering to diplomats, corporate travelers, and those seeking panoramic city views, with event capacity and access to the financial district.
• Crowne Plaza Panama A centrally located hotel in the banking district providing practical access to offices, transportation, and urban services for corporate groups, conferences, and short business stays.
• Crowne Plaza Aeropuerto An efficient hospitality property minutes from Tocumen International Airport, designed for layovers, early departures, crew stays, and quick business connections.
• Panamazing Experiences Platform A platform connecting travelers with authentic cultural, natural, and culinary experiences in Panama, offering curated experiences, memberships, and academic programs through The Panama International Hotel School.
• Royal Card Loyalty Program A loyalty program rewarding members with exclusive benefits and experiences across the Bern Hotels & Resorts portfolio of hotels and resorts in Panama.
• The Panama International Hotel School (Escuela Internacional de Hotelería de Panamá) A hospitality and gastronomy school focused on training the next generation of hospitality industry professionals, creating a talent pipeline for the group.

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• IHG (InterContinental Hotels Group)coreChannel Partner/ Reseller/ DistributorBern Hotels & Resorts operates InterContinental Miramar, Crowne Plaza Panama, Crowne Plaza Aeropuerto, and Holiday Inn at the Panama Canal under IHG franchise agreements. These properties are bookable through IHG's global platform and participate in IHG's loyalty program.
• Marriott InternationalcoreChannel Partner/ Reseller/ DistributorBern Hotels & Resorts operates The Westin Panama, Westin Playa Bonita, and Le Meridien Panama under Marriott franchise agreements. These properties are distributed through Marriott Bonvoy platform and participate in Marriott's global loyalty program.
• Empresas BernflagshipStrategic or Co-development PartnerBern Hotels & Resorts is a division of Empresas Bern, a parent conglomerate. As part of this umbrella organization, the hospitality group benefits from institutional backing, shared corporate resources, and a broader portfolio of businesses in Panama.
• Royal CardcoreOthersRoyal Card is Bern Hotels & Resorts' proprietary loyalty program that rewards members with exclusive benefits and experiences across the group's portfolio of hotels and resorts in Panama.
• The Panama International Hotel School (Escuela Internacional de Hotelería de Panamá)minorStrategic or Co-development PartnerPart of the Panamazing ecosystem, the hotel school trains the next generation of hospitality and gastronomy professionals for Panama's hospitality industry, creating a talent pipeline for the group.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Decameron Hotels & Resorts: Colombia-headquartered all-inclusive resort operator with properties across Latin America and the Caribbean. Comparable on multi-country resort operation, leisure traveler focus, and brand diversification strategy.
• Bahía Príncipe Hotels & Resorts: Spain-based all-inclusive resort operator with extensive Caribbean and Latin American presence. Comparable on leisure/beach resort positioning, multi-destination portfolio, and Spanish-language Latin American customer base.
• Grupo Posadas: Latin America's largest Mexican hotel operator running multiple brands (Fiesta Americana, Live Aqua, Gamma, One) across city, beach, and resort segments. Highly comparable as a multi-brand, multi-segment Latin American hospitality group with similar corporate, leisure, and MICE customer mix.
• Atlantica Hospitality: Brazil-based multi-brand hotel operator managing economy to upscale properties across Latin America. Comparable as a Latin American multi-brand hospitality platform leveraging franchise partnerships with global chains.
• Playa Hotels & Resorts: Owner/operator of beachfront all-inclusive resorts across Mexico, Jamaica, and the Dominican Republic. Comparable on resort operations, branded distribution partnerships with global hotel companies, and beach-resort positioning.

Broad incumbents

• Meliá Hotels International: Spanish-headquartered global hotel operator with significant Latin American and Caribbean resort exposure. Comparable as a multi-brand international operator with strong resort and city portfolios in Latin America.
• IHG Hotels & Resorts: Global hotel franchisor of InterContinental, Crowne Plaza, and Holiday Inn — brands operated by Bern under franchise. Comparable on the distribution platform, IHG loyalty program, and global corporate account infrastructure that drive demand into Bern's city hotels.
• NH Hotel Group: European-headquartered multi-brand operator with strong urban business-hotel presence in Latin America. Comparable on city business hotel operations, corporate traveler focus, and franchise/management brand structure.
• Marriott International: Global hotel franchisor/operator whose brands (Westin, Le Méridien) are operated by Bern under franchise agreements. Directly comparable on the brand standards, loyalty platform (Bonvoy), and corporate sales structure that Bern leverages through its franchise properties.

Regional players

• Grupo Habita: Mexican boutique hotel operator with curated portfolio of design-led properties. Comparable as a Latin American multi-property operator focused on differentiated experiences and design-driven positioning, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/204422232946361
• Instagraminstagram.com/bhrpanama
• Xx.com/bernhotelsp

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Bern Hotels & Resorts