Asociación Empresarial Hotelera de Madrid

What Asociación Empresarial Hotelera de Madrid does

Asociación Empresarial Hotelera de Madrid (AEHM) is a non-profit business association (asociación empresarial) registered in the Community of Madrid under deposit number 28000177, serving as the unified representative voice of Madrid's hotel sector. AEHM represents more than 330 hotel establishments spanning all categories and typologies — from 5-star luxury properties (Four Seasons, Mandarin Oriental Ritz, Rosewood Villa Magna, The Madrid Edition, Palacio de los Duques) to major chains (Meliá, NH, Barceló, Catalonia, Vincci, Hilton, Marriott, Hyatt, IHG) through to hostals, hostels, and tourist apartments — collectively offering over 78,000 accommodation places across the Community of Madrid.

AEHM's core offering is a membership package providing labour and tax consultancy, external legal counsel, weekly circulars, subsidy information, monthly hotel statistics, training advice, collective bargaining negotiation (including the 2025-2028 Convenio Colectivo de Hospedaje), copyright representation before S.G.A.E./E.G.E.D.A./A.G.E.D.I., and access to over 25 sponsor collaboration agreements at preferential pricing across a gold/silver/bronze tier structure. The association operates an event portfolio — Madrid Hotel Week, Madrid a Cielo Abierto, Ilumina Madrid, Hotel Tapa Tour, Hotel Trends (at HIP) and the Premio Traveling for Happiness awards (co-organised with Connecting Heads) — alongside content products including the monthly Madrid Esencia magazine, the bilingual Hoteles en abierto terrace guide, and the Official Madrid Map (200,000+ copies distributed through member hotels).

AEHM's business model is recurring annual membership dues from 330+ establishments supplemented by event, publication, and tiered sponsor revenue. The association is governed by its members and led by President Gabriel García Alonso (also a board member of ITH) and Executive Vice President Mar de Miguel, with 23 employees operating from its Madrid headquarters. Strategic positioning is anchored in formal collaboration agreements with the Comunidad de Madrid (Department of Culture, Tourism and Sport), the Ayuntamiento de Madrid, CEHAT, UNWTO Affiliate Members, Connecting Heads, CaixaBank Hotels & Tourism, and the Real Academia de Bellas Artes de San Fernando. Revenue is not publicly disclosed and no external investors or parent entities are involved.

Name

Asociación Empresarial Hotelera de Madrid

Legal name

Asociación Empresarial Hotelera de Madrid

Website

https://aehm.es

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Asociación Empresarial Hotelera de Madrid (AEHM) is a non-profit trade association representing 330+ hotel establishments with 78,000+ accommodation places across the Community of Madrid, providing labour and tax advisory, legal counsel, collective bargaining negotiation, tourism promotion campaigns, signature events, publications, and supplier collaboration agreements.

Ownership category

akta.pro rank

Product category

Hospitality Trade Association Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industry

Budget Hotel Chains & Franchises (THAGABAM)

Keywords

• Hotel trade association
• Hospitality industry representation
• Tourism promotion campaigns
• Collective bargaining services
• Hotel member services

Headquarters

HQ city

Madrid

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 dues: AEHM generates revenue through membership fees paid by hotel establishments (hotels, hostels, hostels, apartments) in exchange for services including labour and tax consultancy, legal counsel, weekly circulars, statistical reports, training advice, collective bargaining negotiation, and access to supplier collaboration agreements at special prices.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels10 records

Core offering

Asociación Empresarial Hotelera de Madrid (AEHM) is a non-profit business association that represents and serves more than 330 hotel establishments across the Community of Madrid, encompassing hotels, hostals, hostels, and tourist apartments totaling over 78,000 accommodation places. The association provides labor and tax consulting, legal counsel, collective bargaining negotiation, training advice, supplier collaboration agreements, and tourism promotion campaigns including signature events such as Madrid Hotel Week, Madrid a Cielo Abierto, and the Traveling for Happiness Awards.

Product overview

Asociación Empresarial Hotelera de Madrid (AEHM) operates as a business association representing over 330 hotel establishments with more than 78,000 accommodation places in the Madrid region. Rather than a unified technology platform, AEHM offers a portfolio of member services including labor/tax consulting, legal services, training advice, and collective bargaining negotiation. The association also organizes signature events such as Madrid Hotel Week, Madrid a Cielo Abierto, and the Traveling for Happiness Awards. Publications include the monthly Madrid Esencia magazine, the Hoteles en abierto terrace guide, and the official Madrid map. Additional offerings include the Hotel Trends strategic forum, a job portal for member hotels, and seasonal campaigns like Ilumina Madrid. The association serves as an interlocutor with public administrations and participates in tourism promotion initiatives with the City Council and Comunidad de Madrid.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Services Core membership offering providing labor and tax consulting, external legal office and in-house counsel, weekly circulars, communiqués, subsidy information, training advice, collective bargaining negotiation, and collaboration agreements with providers offering special pricing to hotel members.
• Madrid Hotel Week Annual event organized by AEHM featuring hundreds of hotel experiences (around 100 experiences), promoting Madrid's hotels as generators of experiences and content for national and international visitors.
• Madrid a Cielo Abierto Campaign transforming hotel terraces, rooftops, patios, and gardens into stages for diverse programming including gastronomy, wellness, music, and outdoor enjoyment during specific annual periods.
• Premios Traveling for Happiness International awards recognizing sustainability and corporate social responsibility initiatives in the tourism sector, distinguishing best practices across eight categories including sustainable gastronomy, responsible wellness, regenerative tourism, and decarbonization.
• Madrid Esencia Magazine Monthly magazine published by AEHM for discovering Madrid through cultural, gastronomic, and leisure experiences from a perspective linked to the hotel sector, available in digital and print formats.
• Official Madrid Map Official cartographic guide distributed exclusively through AEHM member hotels (200,000+ copies), featuring clean cartography combining functionality and illustration, showcasing main points of interest, cultural venues, gastronomy, and leisure offerings of Madrid.
• Hoteles en abierto Guide Bilingual (Spanish/English) guide created in collaboration with Time Out Madrid, featuring 75 hotel establishments with terraces, rooftops, and gardens open year-round, grouped by city zones and available in print and digital formats.
• Hotel Trends Forum Strategic forum organized by AEHM within HIP (Horeca Professional Expo) that brings together hotel sector leaders to analyze trends, challenges, and opportunities, featuring debate tables covering destination regeneration, talent management, technology, investment, and sector reputation.
• Job Portal (Bolsa de Trabajo) Employment platform connecting member hotels with job seekers in tourism and hospitality, facilitating internship and employment opportunities for the Madrid hotel sector.
• Ilumina Madrid Campaign Christmas campaign inviting locals to discover hotel decorations, illuminations, gastronomy, and festive activities across approximately 50 member establishments, featuring over 100 plans for enjoying the holiday season.

Quantifiable outcome

• AEHM distributed over 200,000 official Madrid maps to member hotels, making hotels a primary distribution channel for tourism information
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered core, major, gold, silver and bronze.

• Dirección General de Comercio y Hostelería del Ayuntamiento de MadridcoreStrategic or Co-development Partner · 1 January 2026The Dirección General de Comercio y Hostelería (Area de Gobierno de Economía, Innovación y Hacienda) supported the 'Madrid a Cielo Abierto' 2026 campaign, underlining the authenticity, calm, detail orientation, and sustainability of Madrid's hotels.
• Time Out MadridmajorStrategic or Co-development Partner · 1 January 2026AEHM collaborated with Time Out Madrid to publish 'Hoteles en abierto', a bilingual guide (Spanish and English) featuring 75 hotels with outdoor spaces (terraces, rooftops, gardens) open year-round in the Community of Madrid. The guide was presented on 26 May 2026 at El Cielo de Montera (Hotel Montera Madrid, Curio Collection by Hilton) with support from the Comunidad de Madrid.
• Comunidad de MadridcoreStrategic or Co-development Partner · 1 January 2025AEHM maintains a collaboration agreement with the Community of Madrid's Department of Culture, Tourism and Sport. The 2025-2026 agreement includes seven joint projects: the promotional video 'Más que Hoteles: el alma de Madrid', Hispanidad tourism promotion, the outdoor spaces guide 'De Madrid al cielo', and design and distribution of up to 5,000 units of a new map for the Distrito Real de Madrid. The collaboration supports tourism promotion, hotel dynamisation, and positioning of Madrid as a training tourism hub.
• Ayuntamiento de MadridcoreStrategic or Co-development Partner · 1 January 2025AEHM collaborates with the Madrid City Council on tourism promotion campaigns, offering its member hotels for city-wide campaigns and participating in tourism strategy initiatives. The association also benefits from institutional support from the city's tourism office.
• Connecting HeadscoreStrategic or Co-development Partner · 1 January 2025AEHM co-organises the Premio Traveling for Happiness awards with Connecting Heads. The VI edition in 2026 was supported by the Community of Madrid and Madrid City Council Tourism Delegation, with collaboration from Hosteltur, Mahou, and Groupe GM. The awards have an international jury including members from UNWTO, Forbes Travel Guide, and National Geographic.
• CaixaBank Hotels & TourismmajorStrategic or Co-development Partner · 1 January 2025AEHM and CaixaBank Hotels & Tourism renewed their tourism collaboration agreement in January 2026, strengthening their joint work on tourism promotion and sector support for Madrid's hotel industry.
• CEHAT (Confederación Española de Hoteles y Alojamientos Turísticos)coreStrategic or Co-development PartnerAEHM is a member of CEHAT, the national confederation of Spanish hotels and tourist accommodation. AEHM aligns with CEHAT positions on matters including VAT on hospitality, EU traveller registration, ETIAS fee increases, railway transport disruptions, price limitation measures, and the sector's solidarity record in emergencies.
• ONU Turismo (UNWTO)coreStrategic or Co-development PartnerAEHM participates in the 63rd Meeting of the Board of Directors of UNWTO Affiliate Members, maintaining its international institutional presence and contributing to global tourism policy discussions on behalf of Madrid's hotel sector.
• Walk AroundmajorStrategic or Co-development PartnerAEHM collaborated with Walk Around tourism services agency for the design, editing, and distribution of the official AEHM Madrid map, distributed exclusively in over 330 member hotels.
• Instituto Tecnológico Hotelero (ITH)majorStrategic or Co-development PartnerAEHM collaborates with ITH on industry events including Hotel Trends at HIP 2026, and on initiatives related to data management, artificial intelligence, energy efficiency, and technology adoption in Madrid's hotels.
• HM HospitalesgoldOthersGold partner of AEHM offering international patient services, providing premium healthcare service to the international community since 2012 with advanced specialisations, cutting-edge research, and prestigious medical professionals.
• IKEAgoldOthersGold partner of AEHM offering home décor and home products for hotels, bringing affordability, design, and convenience to hospitality establishments.
• Las Rozas VillagesilverOthersSilver partner of AEHM. One of nine European Villages in The Bicester Village Collection by Value Retail, offering exclusive luxury outlet shopping with 100+ boutiques, up to 60% off original prices, restaurants, personal shoppers, and the Shopping Express luxury coach service.
• CaixaBanksilverOthersSilver partner of AEHM offering banking services tailored to the hotel and tourism sector through its Hotels & Tourism division.
• Mahou San MiguelsilverOthersSilver partner of AEHM and collaborating partner of the Premio Traveling for Happiness. The leading brewing group in Spain offers beverages to member hotels at special prices.
• NespressosilverOthersSilver partner of AEHM providing Nespresso machines and coffee capsules to member hotels, including specialised models for the hospitality industry.
• Radioteléfono TaxibronzeOthersBronze partner of AEHM. Leader in cab radio stations in Spain with the largest fleet in the Community of Madrid, including Eurotaxis, eco-taxis, and 7-seater vehicles (3,455 cabs total).
• Pescaderías CoruñesasbronzeOthersBronze partner of AEHM. Specialist in distribution and commercialisation of fish, seafood, and smoked products since 1911, serving hotels with daily fresh product from the main fish markets nationwide.
• IntermundialbronzeOthersBronze partner of AEHM. The first insurance broker specialising in the Tourism Sector, providing complete service to tourism companies and professionals through the Intermundial Group.
• CleanCombronzeOthersBronze partner of AEHM. A communication agency with over twenty years of experience in renewable energies and energy efficiency for companies and public/private entities, with extensive experience with different types of associations.
• NegrinibronzeOthersBronze partner of AEHM. Leading importer and distributor of high-quality Italian gastronomic products and wines (cheeses, breads, sauces, preserves, wines, pasta) in Spain and Portugal for over 30 years.
• SHERCObronzeOthersBronze partner of AEHM. A temporary employment company specialised in the hospitality industry, offering qualified professionals through a permanent 24/7 on-call service to member hotels.
• Simon-KucherbronzeOthersBronze partner of AEHM. Global consulting firm with 1,700+ employees in 27 countries focused on revenue growth through sales, marketing, and pricing strategy optimisation.
• Groupe GMbronzeOthersBronze partner of AEHM and collaborator of Premio Traveling for Happiness. Designs, creates, and manufactures lines of hospitality products and accessories with exclusive licensing agreements with recognised cosmetics, fashion, perfumery, design, and spa brands for over 45 years.
• Cafés BaquébronzeOthersBronze partner of AEHM. A company specialising in high-quality coffee, leader in the Basque Country in the hospitality segment, and supplier to the 7 Michelin-starred restaurants in the Basque Country.
• EnovambronzeOthersBronze partner of AEHM helping hotel projects regain competitiveness and control their energy area, reducing costs, validating invoices, and providing additional services for greater energy control as a strategic business lever.
• ExcelturmajorStrategic or Co-development PartnerAEHM adhered to the 'Turismo que suma' initiative promoted by Exceltur, aligning with its strategy for sustainable and responsible tourism development in Madrid.
• Real Academia de Bellas Artes de San FernandomajorStrategic or Co-development PartnerAEHM signed a collaboration agreement with the Royal Academy of Fine Arts of San Fernando in May 2026 to promote cultural tourism in Madrid, combining the hotel sector with the city's rich artistic heritage.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CEHAT (Confederación Española de Hoteles y Alojamientos Turísticos): National hotel confederation of which AEHM is a member. CEHAT serves the same function as AEHM but at the Spanish national level — advocating for the hotel sector, negotiating with the central government, and representing hotels on EU-level matters such as the guest registration sanctioning file. AEHM aligns with CEHAT on VAT, EU traveller registration, ETIAS, and price limitation positions. Most direct comparable in terms of mission and constituency.
• Exceltur: Alliance of Spanish tourism excellence whose 'Turismo que suma' initiative AEHM adheres to. Functions as a sectoral advocacy and benchmarking body, comparable to AEHM in its role aggregating tourism industry voices for policy engagement and sustainability positioning.
• Hostelería de España (formerly FEHR): National federation representing the broader Spanish hospitality sector (restaurants, bars, hotels). Comparable to AEHM as a trade association structure serving hospitality businesses, though broader in vertical scope (includes food service). Engages in collective bargaining, sectoral advocacy, and tourism promotion at the national level.
• Gremi d'Hotels de Barcelona: Barcelona hotel trade association representing hotels in a competing Spanish urban destination. Direct functional peer to AEHM — same trade association model, same urban hotel membership base, similar services (collective bargaining, tourism promotion, supplier agreements), but in Catalonia rather than Madrid.
• Mesa del Turismo: Spanish tourism industry think-tank and association bringing together major tourism sector representatives. Operates as a forum for tourism policy and strategic positioning, with comparable advocacy, institutional dialogue, and sectoral representation functions to AEHM, though covering all of Spain's tourism value chain rather than hotels only.
• Associació d'Hotels de Barcelona (AHB): Regional hotel association in Catalonia, comparable to AEHM in function. Represents urban hotels in a competing major Spanish destination, providing member services, advocacy, and tourism promotion campaigns. Directly analogous in trade association structure and member profile.

Broad incumbents

• UK Hospitality: UK trade association representing the broader hospitality sector including hotels, restaurants, pubs, and attractions. Comparable to AEHM in mission — collective representation, advocacy, training, and supplier partnerships — but operates at a national UK scale with broader hospitality vertical scope.
• American Hotel & Lodging Association (AHLA): The largest hotel trade association in the United States, representing all segments of the U.S. lodging industry. Comparable to AEHM as a trade association model but vastly larger in scale, broader in scope (national plus segment-specific councils), and with substantially more political and commercial influence.

Regional players

• Federación de Hostelería y Turismo de la Comunidad Valenciana: Hospitality and tourism federation for the Valencia region. Comparable to AEHM as a regional trade body but broader in vertical scope (includes restaurants). Operates in a different Spanish geography (Valencia coast) competing with Madrid for tourism market share.
• Confederación de Empresarios de Hostelería y Turismo de Andalucía: Andalusian hospitality and tourism confederation. Functions similarly to AEHM at a regional level — collective representation, collective bargaining, tourism promotion — but for a different Spanish geography (Andalusia) with a distinct tourism profile (resort-focused).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HotelesAEHM
• Facebookfacebook.com/HotelesAEHM
• LinkedInlinkedin.com/company/ae-hoteles-madrid
• Instagraminstagram.com/hotelesdemadrid

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Asociación Empresarial Hotelera de Madrid