Gehocan

What Gehocan does

Gehocan is a non-profit professional association (Asociación de Directores de Recursos Humanos y Gestores de Explotaciones Hoteleras y Empresas Turísticas y Otros) serving HR directors, managers, and people management professionals in the tourism and hospitality sector of the Canary Islands, Spain. Founded in 2010 and headquartered in Arona, Tenerife, the organization operates as a regional industry body delivering membership-based services including professional networking events, training and workshops, employment platform access, and corporate visibility programs to its members. Revenue is generated through three recurring membership tiers — Independent Professional at €10.29/month, Professional associated through a company at €30.87/month, and Associated Company at €1,029/year — alongside event sponsorships and partner co-funding. As of November 2024 the association reported 59+ associated organizations and 90+ HR professionals across the archipelago, with flagship forum attendance reaching 600+ professionals in November 2021 and ~400 attendees with 40+ sponsoring companies at the 2022 seventh edition of the Encuentro Anual de RRHH.

The association's core service surface comprises the annual Encuentro Anual de RRHH (flagship gathering of HR directors, companies, authorities, and experts), the INSAL Forum on occupational health and risk prevention (co-organized with Cabildo de Tenerife, Ayuntamiento de Adeje, Universidad de La Laguna, and Quirónprevención), the complementary INSAL ACTIVO workshops (accredited by Universidad de La Laguna), networking events (Desayunos Laborales, Job Dating), and a member-facing employment platform hosted at gehocan.agenciascolocacion.com. The underlying technology stack is conventional and non-proprietary: a WordPress website, social media channels (LinkedIn, Facebook, Instagram, X, YouTube), email newsletters, and a third-party job-board platform. No AI/ML capability, mobile application, or external equity funding was disclosed.

Gehocan's partner ecosystem spans health providers (Sanitas, Asisa Canarias), global HR consultancies (SD Worx, WTW, AON, Grupo Constant), Canarian cooperative bank Cajasiete, and hospitality operators such as Princess Hotels & Resorts, HD Hotels, Servatur Hotels & Resorts, and Allsun Hotels. The organization is led by President Sonia Martínez Alcalá (also Director of HR at Gloria Thalasso & Hotels), Vice President Oscar Ledesma Arjona (HR head at Catalonia Hotels & Resorts), Treasurer and Founder Ignacio de Lojendio, and General Manager Ana Alves. Distribution is concentrated in the Canary Islands, with physical event presence across Tenerife and broader archipelago and no disclosed operations outside Spain.

Name

Gehocan

Legal name

Asociación de Directores de Recursos Humanos y Gestores de Explotaciones Hoteleras y Empresas Turísticas y Otros (GEHOCAN)

Website

https://gehocan.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Gehocan is a non-profit HR association in the Canary Islands, Spain, serving HR directors and tourism/hospitality companies through tiered memberships, networking events, training, and an employment platform. Founded 2010, it operates flagship forums including the annual Encuentro Anual de RRHH and INSAL.

Ownership category

akta.pro rank

Headquarters

HQ city

Arona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: Gehocan generates revenue through three-tier membership subscriptions: Independent Professional (10,29€/month), Professional associated to company (30,87€/month), and Associated Company (1.029€/year). These fees provide access to networking events, training, job platform, and promotional opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Gehocan is a non-profit professional association (Asociación de Directores de Recursos Humanos y Gestores de Explotaciones Hoteleras y Empresas Turísticas y Otros) operating in the Canary Islands. It sells tiered memberships (Independent Professional, Professional via company, Associated Company) that bundle access to networking events, the Gehocan employment platform, training workshops, and flagship events such as the annual RRHH Encounter and the INSAL occupational health forum. The core offering is membership-driven community, visibility, and talent services targeted at HR directors and tourism/hospitality companies in the archipelago.

Product overview

Gehocan is an HR association (Asociación de Directores de Recursos Humanos y Gestores de Explotaciones Hoteleras y Empresas Turísticas y Otros) serving as the most important HR association in the Canary Islands. The organization offers a unified platform of services including an employment web portal for job postings, professional networking events (Desayunos Laborales, Job Dating), flagship forums on occupational health (INSAL) with complementary workshops, and the annual HR Encounter event. These services are bundled through tiered membership categories (Independent Professional, Professional through company, and Associated Company) to provide networking, brand positioning, and talent acquisition benefits to members.

Differentiator

Problem solved

Functional benefit

Products and services

• Employment Platform (Gehocan.agenciascolocacion.com) Online job board platform that allows Gehocan member companies to manage and publish job offers, connecting employers with HR professionals in the Canary Islands. Available to professional and corporate members.
• INSAL Forum Annual forum on occupational health and risk prevention focused on mental health and workplace wellbeing, organized collaboratively with regional institutions including Cabildo de Tenerife, Universidad de La Laguna, and Quirónprevención. Targeted at HR professionals, prevention specialists, and member companies in the Canary Islands.
• INSAL ACTIVO Workshops Practical workshop series complementing the INSAL forum, featuring sessions on harassment prevention, effective communication, mental health, and conscious leadership, accredited by Universidad de La Laguna. Targeted at HR, prevention, and people management professionals.
• Networking Events (Desayunos Laborales) Recurring professional breakfast networking events (Desayunos Laborales) connecting HR directors and managers in the Canary Islands to exchange knowledge, experiences, and industry updates.
• Job Dating Structured recruitment event format facilitating direct interaction between employers and job candidates within the HR and hospitality community in the Canary Islands.
• Annual HR Encounter (Encuentro Anual de RRHH) Annual flagship event of Gehocan bringing together HR professionals, member companies, authorities, and experts to promote excellence in HR management, including award ceremonies recognizing excellence in HR. Includes sponsoring opportunities and corporate visibility.
• Gehocan Membership Program Tiered subscription membership program for HR professionals and companies: Independent Professional (10.29€/month), Professional via company (30.87€/month), and Associated Company (1,029€/year), providing access to events, networking, the job platform, and corporate visibility benefits.

Quantifiable outcome

• More than 600 HR professionals gathered at the annual Forum
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered minor and core.

• Flash EnergiminorStrategic or Co-development Partner · 16 February 2026Flash Energi is a consultant and training entity with 5+ years of experience in occupational safety, risk prevention, and emergency training. They serve hotel companies, public and private institutions in the Canary Islands, providing emergency plans, fire protection, first aid training, and stress management programs.
• Sanitas TenerifecoreStrategic or Co-development Partner · 28 January 2026Sanitas extended their collaboration agreement in Tenerife, providing health products and services including health insurance, medical and dental assistance, and elder care to Gehocan members.
• Allsun HotelsminorStrategic or Co-development Partner · 17 December 2025Allsun Hotels, part of the German alltours Flugreisen group, operates 31 establishments including 6 in the Canary Islands. The hotel chain joined Gehocan to support local talent development and demonstrate commitment to the archipelago's development.
• ActtivminorStrategic or Co-development Partner · 8 January 2025Tourism entertainment experts and leaders in the Spanish market with 20+ years transforming entertainment at tourist accommodations, focusing on people, sustainability, innovation, and technology.
• SanitascoreStrategic or Co-development Partner · 18 November 2024Sanitas, a leading health and wellness company in Spain, has maintained a collaboration agreement with Gehocan since 2021, renewed multiple times (2021, 2022, 2023, 2024, 2026). Through this agreement, the association has access to Sanitas health insurance, medical assistance, dental, and elder care services for member companies. The partnership supports employee health and wellness initiatives for HR professionals in the archipelago.
• Canarian HospitalityminorStrategic or Co-development Partner · 28 August 2024Hotel company specializing in vacation hotels in the Canary Islands with focus on sustainability, innovation, transformation, and differentiation.
• ICT (Instituto Canario de Turismo)minorStrategic or Co-development Partner · 6 August 2024Tourism training institute with 10+ years experience in executive programs and specialized tourism MBAs, providing professional development for HR in tourism.
• ITER (Instituto Tecnológico de Energías Renovables)minorStrategic or Co-development Partner · 19 July 2024Technology institute with 30+ years of operation and 200+ professionals, contributing sustainable development and innovation expertise to the HR community.
• CajasieteminorStrategic or Co-development Partner · 17 July 2024Cajasiete, a Canary Islands cooperative bank, offers preferential financial conditions to Gehocan members including discounted loans, investment funds, insurance, credit lines, and business financing solutions.
• SD WorxminorStrategic or Co-development Partner · 28 February 2024SD Worx is a leading European provider of payroll and HR solutions with 75+ years of experience in employee lifecycle management. This collaboration combines local expertise with international experience in digital HR solutions.
• Grupo Martínez AbolafiominorStrategic or Co-development Partner · 15 January 2024Canarian group focused on talent development and organizational culture, bringing innovative and sustainable HR management practices to the association.
• WTWminorStrategic or Co-development PartnerWTW (Willis Towers Watson) joined Gehocan to promote employee wellbeing and organizational strategy, bringing international HR and risk management expertise to the association.
• AONminorStrategic or Co-development PartnerAON formed a strategic alliance with Gehocan to transform people management in the Canary Islands, providing risk consulting and HR solutions.
• Asisa CanariasminorStrategic or Co-development PartnerAsisa Canarias partnered with Gehocan to provide health and wellness benefits to member companies.
• Activa CanariasminorStrategic or Co-development PartnerActiva Canarias HR resources firm maintains constant commitment to talent and HR development in the Canary Islands through collaboration with Gehocan.
• Inserta Empleo (Fundación ONCE)minorGTM or Marketing PartnerPremium sponsor that promotes diverse inclusion, bringing disability inclusion expertise and programs to Gehocan's HR community.
• Cabildo de TenerifecoreStrategic or Co-development PartnerCo-organizer of INSAL 2025 forum on occupational health and mental wellbeing, along with GEHOCAN, Universidad de La Laguna, Ayuntamiento de Adeje, and Quirónprevención.
• Universidad de La LagunacoreStrategic or Co-development PartnerAcademic partner for INSAL 2025 forum, providing accreditation for the occupational health and workplace wellbeing event.
• QuirónprevencióncoreStrategic or Co-development PartnerOccupational health specialist and co-organizer of INSAL 2025 forum, contributing expertise in risk prevention and employee health.
• Ayuntamiento de AdejecoreStrategic or Co-development PartnerMunicipal government partner collaborating on INSAL 2025 forum and annual HR encounters, hosting events at CDTCA Adeje venue.
• Organizers of INSAL 2025coreStrategic or Co-development PartnerINSAL 2025 organized by Cabildo de Tenerife, Ayuntamiento de Adeje, Universidad de La Laguna, GEHOCAN, and Quirónprevención - a strategic alliance to advance toward safer, healthier, and more sustainable workplaces.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• SHRM (Society for Human Resource Management): The largest global HR membership organization. Comparable as a broad-incumbent HR association offering certifications, networking events, and resources, though at a vastly larger scale than Gehocan.
• CIPD (Chartered Institute of Personnel and Development): The UK's professional body for HR and people development with global membership. Comparable as a large-scale, established HR membership organization offering accreditation, training, and community for HR professionals.
• CEHAT (Confederación Española de Hoteles y Alojamientos Turísticos): Spain's national hotel confederation representing hospitality employers. Comparable as a broader industry membership body covering hotels, but focused on operators rather than HR professionals specifically.
• EAPM (European Association for People Management): Pan-European federation of national HR associations. Comparable as an umbrella organization for HR membership bodies like Gehocan, but operating at a continental rather than regional level.

Regional players

• Hostelería de España: Spanish hospitality industry employers' confederation at national level. Comparable as an adjacent industry membership body for the same hotel/restaurant verticals Gehocan serves, but focused on operators across Spain rather than HR directors in one archipelago.
• Fundación Canarias por la Calidad: Canary Islands regional foundation promoting quality and excellence in the archipelago's business sector. Comparable as a regional Canarian membership/association entity focused on advancing local professional standards, intersecting with Gehocan's mission.

Emerging players

• ITH (Instituto Tecnológico Hotelero): Spanish hospitality technology and innovation institute. Comparable as an emerging knowledge/community platform for the hotel sector, intersecting with Gehocan's tourism-HR focus area but centered on technology rather than HR practice.

Direct peers

• AEDIPE (Asociación Española de Directores de Personal): Spanish national HR directors association that directly parallels Gehocan's mission of serving HR professionals, but at a national scope. Comparable as the dominant Spain-based HR membership body with similar event and networking offerings.
• AEDRH (Asociación Española de Directores de Recursos Humanos): Another Spanish national HR association focused on HR directors, providing comparable membership, training, and networking services to Gehocan but serving a broader geographic audience.

Others

• Exceltur (Alianza para la Excelencia Turística): Spanish tourism industry alliance of leading tourism executives and companies. Comparable as a high-level industry networking body for the same tourism verticals Gehocan targets, but at the executive/C-suite level rather than HR function.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/grupo_gehocan
• YouTubeyoutube.com/channel/UCcFYSKm6yXW-1gYUjfw481A
• Facebookfacebook.com/gehocan
• LinkedInes.linkedin.com/company/gehocan
• Instagraminstagram.com/gehocan

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Gehocan