Best Hotels
Best Hotels is a privately held Spanish hotel chain operating 38-39 hotels and 12,000+ rooms across Spain, Andorra, and the Dominican Republic under the Best Hotels and Serenade Caribbean Resorts brands, serving families, couples, and group travelers with primarily 4-star coastal and urban properties booked direct-to-consumer via besthotels.es.
- Company typePrivate
- Founded1987
- HeadquartersBenalmádena, Spain
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Best Hotels does
Best Hotels is a privately held Spanish hotel chain founded in 1987 in Salou and headquartered in Benalmádena, Málaga. The company operates a portfolio of 38-39 hotels and apartments with over 12,000 rooms across 12 destinations, spanning Spain's principal coastal regions (Costa Dorada, Costa del Sol, Costa Brava, Costa Tropical, Costa de Almería, Costa de la Luz), urban markets (Barcelona, Madrid), Mallorca, Tenerife, Andorra, and the Dominican Republic. It runs two main brands: the flagship Best Hotels chain (predominantly 4-star family- and leisure-oriented properties) and the Serenade Caribbean Resorts sub-brand (five-star all-inclusive resorts in the Dominican Republic). The company is ranked in the TOP10 of Spanish hotel chains by presence, holds the leading position by room count in Catalonia and second in Andalusia, and has Biosphere Sustainable certification across its portfolio.
The core distribution and booking technology is built on the Paratytech multi-property reservation engine, supporting a multilingual website (Spanish, English, German, French, Russian, Dutch) with online check-in, promotional codes, and integrated Hotel + Flight package booking. Supporting services include the Club Best loyalty program, dedicated group bookings (25+ persons), Scalapay installment payments, and Triggle-powered transfers and excursions. The company owns the wholly-owned travel agency subsidiary Viajes Best Hotels (founded 2002), providing vertical integration for package distribution.
Best Hotels generates revenue primarily through direct-to-consumer room reservations across its portfolio, supplemented by all-inclusive packages, bundled Hotel + Flight bookings, group bookings, and ancillary services. Pricing is dynamic by hotel, season, and booking regime (room only, breakfast, half board, full board, all-inclusive), with entry-level rooms starting from approximately €51/night. Primary customer segments are families seeking beach holidays with children's facilities, couples and adults, urban/city travelers, and groups and corporate events. The company markets via paid digital advertising, organic social media, email newsletters, and its multilingual website, with a "best price guarantee" and installment payments as key conversion drivers.
Best Hotels firmographics
Firmographics- Name
- Best Hotels
- Legal name
- Best Hotels S.L.
- Website
- https://besthotels.es
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Best Hotels is a privately held Spanish hotel chain operating 38-39 hotels and 12,000+ rooms across Spain, Andorra, and the Dominican Republic under the Best Hotels and Serenade Caribbean Resorts brands, serving families, couples, and group travelers with primarily 4-star coastal and urban properties booked direct-to-consumer via besthotels.es.
- Ownership category
- akta.pro rank
Best Hotels industry classification
Industry- Product category
- Hotel Chain Hospitality Services
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)
- akta.pro primary industry
- Beachfront & Coastal Full-Service Hotels (THAGAAAI)
- akta.pro secondary industries
- Luxury All-Inclusive Resorts (THAGACAI), Beach & Island All-Inclusive Resorts (THAGAKAG), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)
Keywords
Where Best Hotels is headquartered
LocationHeadquarters
- HQ city
- Benalmádena
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Best Hotels business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Hotel Room Reservations: Best Hotels generates revenue primarily through direct room reservations across its portfolio of 38+ hotels and apartments. Guests book accommodations through the company's official website, phone reservations, or group booking department. The company offers various room regimes including breakfast, half board, full board, and all-inclusive packages.
- All-Inclusive Packages: The company promotes all-inclusive stay packages at its hotels, bundling accommodation with meals, beverages, and amenities into a single price, generating recurring per-stay revenue.
- Hotel + Flight Packages: Bundled travel packages combining hotel accommodation with flights, offering customers a complete travel booking experience.
- Group Bookings: Dedicated group tourism department handles bookings for groups of 25+ people, including retirees, companies, students, and other groups, with customized pricing and services.
- Club Best Loyalty Program: Loyalty program that provides exclusive advantages, discounts and benefits to members, driving repeat bookings and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget-friendly hotels starting from 51€ per night |
| Subscription | Pay-as-you-go | Flexible booking regimes - room only, breakfast, half board, full board, all-inclusive |
| Transaction based/ take rate | Pay-as-you-go | Installment payment through Scalapay |
| Subscription | Annual | Advance booking discounts |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Best Hotels product offering
Product offeringCore offering
Best Hotels is a Spanish hotel chain that owns and operates 38-39 predominantly 4-star hotels and tourist apartments with more than 12,000 rooms across Spain's principal coastal and urban destinations, plus Andorra and the Dominican Republic. The company sells direct hotel room reservations (with flexible regimes from room-only to all-inclusive), Hotel + Flight bundled packages, dedicated group bookings (25+ persons), and operates the Serenade Caribbean Resorts sub-brand of five-star all-inclusive beachfront resorts in Punta Cana.
Product overview
Best Hotels operates as a Spanish hotel chain with a portfolio of 38-39 properties across Spain, Andorra, and the Dominican Republic, offering over 12,000 rooms. The main Best Hotels brand (predominantly 4-star) serves vacation and urban travelers with hotels along Spanish coastal destinations (Costa Dorada, Costa Brava, Costa del Sol, Costa Tropical, Costa de Almería, Costa de la Luz), as well as Barcelona, Madrid, Mallorca, Tenerife, and Andorra. The sub-brand Serenade Caribbean Resorts operates five-star all-inclusive beachfront resorts in the Dominican Republic. Supporting services include the Club Best loyalty program, combined hotel+flight booking, dedicated groups booking (25+ persons), online check-in, transfer/excursion services via Triggle, and all-inclusive packages. The company also offers tourist apartments at select locations and operates its own travel agency, Viajes Best Hotels. The portfolio includes Splash pool areas and family-oriented facilities at select properties.
Differentiator
Problem solved
Functional benefit
Brands
- Serenade Caribbean Resorts: Hotel management company specializing in five-star all-inclusive resorts in the Caribbean, offering luxury services, beachfront locations, extensive dining options, shopping, theater, convention centers, spa and wellness, splash pools, water sports, and personalized service.
Products and services
- Best Hotels (Main Brand) Spanish hotel chain offering predominantly 4-star vacation and urban hotels across Spain, Andorra, and the Dominican Republic, managing 38-39 hotels with over 12,000 rooms featuring pools, restaurants, entertainment, and family-friendly facilities.
- Serenade Caribbean Resorts Five-star beachfront resort sub-brand specializing in all-inclusive luxury properties in the Caribbean, offering gastronomy, shopping, theater, convention centers, spa, wellness, splash pools, water sports, and personalized service across properties including Serenade Punta Cana, Serenade All Suites, and Serenade Caribe Club.
- Club Best Hotels Loyalty Program Loyalty/fidelization club offering registered members exclusive advantages, discounts, benefits, and personalized offers to drive repeat bookings across the Best Hotels portfolio.
- Hotel + Flight Packages
Quantifiable outcome
- TOP10 ranked hotel chain in Spain with leading position in Catalonia and second in Andalusia
- +2 more outcomes
Companies that use Best Hotels
Customer profileSegments4 records
Ideal customer profiles4 records
Best Hotels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature4 records
Best Hotels partnerships and signals
Strategic signalScale indicators7 records
Recent moves17 records
Expansion highlights6 records
Best Hotels competitors and assessment
Company assessmentDirect peers
- Barceló Hotel Group: Major Spanish family-owned hotel chain with strong presence in Spanish coastal destinations, the Caribbean, and all-inclusive resorts. Comparable portfolio mix of 4-star Spanish resorts and luxury Caribbean properties.
- Senator Hotels & Resorts: Spanish hotel chain with a comparable coastal Spain (Andalusia, Canary Islands) and Mediterranean resort portfolio targeting family and beach leisure segments.
- Meliá Hotels International: Spain's largest hotel chain with a comparable portfolio of resort and urban hotels across Spain, the Caribbean, and Mediterranean destinations. Operates both 4-star vacation and 5-star luxury all-inclusive brands (Paradisus) — directly mirroring Best Hotels' dual Best/Serenade brand structure.
- RIU Hotels & Resorts: Spanish family-owned chain focused on all-inclusive resorts across Spain (Canary Islands, Mallorca), the Caribbean, and Mediterranean. Strongly comparable on family-owned governance, all-inclusive focus, and Spanish coastal dominance.
- H10 Hotels: Privately held Spanish hotel chain with a comparable portfolio of 4-star coastal and urban hotels across Spain, the Caribbean, and Mediterranean destinations. Similar mid-scale positioning and Spanish family ownership profile.
- Iberostar Hotels & Resorts: Spanish hotel group with significant coastal resort and Caribbean all-inclusive exposure, including the Wave of Change sustainability program. Closely comparable on geography, segment, and ESG positioning.
- Palladium Hotel Group: Spanish family-owned hotel group with resort and all-inclusive properties in Spain (Ibiza, Mallorca), the Caribbean, and Mediterranean. Closely comparable on family ownership, mid-luxury positioning, and Spanish/Caribbean dual-market strategy.
Broad incumbents
- Marriott International: Global hotel giant operating multiple brands across Spain (including Marriott, Westin, Renaissance) and competing for the same Spanish leisure and Caribbean all-inclusive demand. Sets the benchmark for scale, technology, and loyalty that mid-sized chains like Best Hotels compete against.
- NH Hotel Group: Spanish-headquartered international hotel group with urban and resort properties across Europe and Latin America. Comparable on Spanish heritage but operates at broader international scale with more urban/corporate weighting.
Regional players
- Princess Hotels & Resorts: Spanish hotel chain concentrated in Canary Islands and Caribbean (Mexico, Dominican Republic) all-inclusive resorts. Comparable on Caribbean all-inclusive model but narrower geographic mix than Best Hotels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Best Hotels social profiles
Digital presenceBest Hotels compliance and trust
Trust signalCompliance1 record
Best Hotels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Best Hotels leadership team
Management profileNumber of profiles
Profiles1 record
Best Hotels subsidiaries and ownership
Company hierarchySubsidiaries1 record
Best Hotels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Best Hotels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Best Hotels
What does Best Hotels do?
Best Hotels is a Spanish hotel chain that owns and operates 38-39 predominantly 4-star hotels and tourist apartments with more than 12,000 rooms across Spain's principal coastal and urban destinations, plus Andorra and the Dominican Republic. The company sells direct hotel room reservations (with flexible regimes from room-only to all-inclusive), Hotel + Flight bundled packages, dedicated group bookings (25+ persons), and operates the Serenade Caribbean Resorts sub-brand of five-star all-inclusive beachfront resorts in Punta Cana.
Is Best Hotels a public or private company?
Best Hotels is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Best Hotels founded?
Best Hotels was founded in 1987. It employs 251 to 500 people.
Where is Best Hotels based?
Best Hotels is headquartered in Benalmádena, Spain, in the Europe region.
How does Best Hotels make money?
Five revenue lines are on record. Hotel Room Reservations are the primary driver. The others are all-Inclusive Packages, hotel + Flight Packages, group Bookings and club Best Loyalty Program.
Who are Best Hotels's main competitors?
Direct peers on record are Barceló Hotel Group, Senator Hotels & Resorts, Meliá Hotels International, RIU Hotels & Resorts, H10 Hotels, Iberostar Hotels & Resorts and Palladium Hotel Group. Broad incumbents are Marriott International and NH Hotel Group. Princess Hotels & Resorts is listed as a regional player.
Does Best Hotels have an API?
No public API is recorded for Best Hotels.
What industry is Best Hotels in?
Best Hotels's product category is Hotel Chain Hospitality Services. Its primary akta.pro industry code is THAGAAAI, Beachfront & Coastal Full-Service Hotels, with a secondary code of THAGACAI, Luxury All-Inclusive Resorts. Its NAICS code is 72111 and its SIC code is 7000.