Central de reservas Sierra de Guadarrama

What Central de reservas Sierra de Guadarrama does

Central de reservas Sierra de Guadarrama is a regional tourism booking intermediary operating under the legal entity Viajes Madroño, S.L., with the brand established in 2016 atop a parent company that has more than 30 years of operating history in Spanish tourism. Headquartered in Cercedilla in the Sierra de Guadarrama, the company runs an online platform where consumers can discover, compare and reserve outdoor activities, accommodation, gastronomy experiences, the Camino de Santiago Madrid route, a shuttle-bus service, gift vouchers, and corporate team-building packages in the Community of Madrid mountain region.

The technology backbone is the MisterPlan provider portal, which gives local suppliers (activity operators, accommodation providers, transport operators) self-service tooling for inventory, availability and reservations. End customers transact through one of three distribution surfaces: a direct-to-consumer website, a dedicated B2B travel-agency portal, and a Hotel/POS QR channel that lets accommodation partners resell activity inventory at the point of sale. Real-time availability and online payment are standard booking-engine features; no public API, SDK or AI/ML capabilities are documented.

The business model is commission-based intermediation across D2C and B2B booking channels, supplemented by gift-voucher revenue. The company is regulated under the CICMA 663 travel-agency license and holds the SICTED Quality Distinction and Pymes and ODS Seal. Customer segments span families, couples, friend groups, domestic and inbound tourists visiting the Madrid region, and corporate clients purchasing team-building packages; no individual customer or partner is disclosed as material to revenue.

Name

Central de reservas Sierra de Guadarrama

Legal name

Viajes Madroño, S.L.

Website

https://sierradelguadarrama.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Central de reservas Sierra de Guadarrama is a regional online tourism booking platform operated by Viajes Madroño, S.L., intermediating outdoor activities, accommodation, gastronomy, the Camino de Santiago Madrid, shuttle services, and team-building for visitors to the Sierra de Guadarrama / Community of Madrid.

Ownership category

akta.pro rank

Product category

Online Travel Activity Marketplace

NAICS

Tour Operators (56152), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tour/Activities/Attractions Reservation Systems (THALADAG)

akta.pro secondary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Online activity booking
• Guided outdoor experiences
• Rural tourism reservations
• Travel agency booking portal
• Tourist shuttle services

Headquarters

HQ city

Cercedilla

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Booking Commission / Intermediation: Acts as travel agency intermediary between customers and activity providers/third-party service providers. Collects payments and retains commission on completed bookings.
2. Gift Vouchers / Experience Packages: Sale of gift vouchers for activities and experiences. Vouchers valid for 12 months from purchase date and redeemable for any available activity.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels7 records

Core offering

Central de Reservas Sierra de Guadarrama operates an online tourism booking and intermediary platform for outdoor activities, guided tours, rural accommodation and related experiences in the Sierra de Guadarrama. Customers can consult real-time availability, receive instant booking confirmation, pay online and arrange activities through consumer, telephone, travel-agency and hotel or retail partner channels.

Product overview

Central de Reservas Sierra del Guadarrama is a booking intermediary platform operated by Viajes Madroño, S.L. (a travel agency with over 30 years of experience, licensed CICMA 663). The platform aggregates and distributes outdoor activities, nature experiences, rural accommodation, gastronomic events, and corporate team-building services across the Sierra de Guadarrama region. The core product is the Central de Reservas platform (motor de reservas online), which connects tourists with local activity providers in real time. Around this core, the portfolio includes B2B channels: a travel agency portal (Acceso Agencias) for net-rate contracting, a hotel/point-of-sale QR distributor channel (Canal Distribuidor), and a provider portal powered by MisterPlan software for activity vendors to manage and distribute their offerings. Supplementary services include gift vouchers (Bonos Regalo), an activity search tool (Buscador), an accommodation directory (Alojamientos), corporate team-building packages (Empresas), a gastronomic tourism market (Mercado Gastronómico Turístico), and a shuttle bus service (Autobuses Turísticos).

Differentiator

Problem solved

Functional benefit

Products and services

• Central de Reservas Sierra del Guadarrama Booking Platform (Central de Reservas Sierra del Guadarrama (Plataforma de Reservas)) Online platform where consumers and other buyers can search for outdoor activities, rural tourism and accommodation in the Sierra de Guadarrama, view real-time availability and pricing, pay online and receive immediate booking confirmation. It intermediates between customers and local providers.
• Travel Agency Access Portal (Acceso Agencias) Dedicated B2B portal through which travel agencies can search real-time availability, obtain instant net pricing, contract activities immediately and manage their transactions.
• Hotel / Point-of-Sale QR Distribution Channel (Canal Distribuidor) QR-code distribution system through which hotels and retail points of sale can sell activities without managing inventory. Partners receive unique codes, commission on generated sales and full tracking of sales through their code.
• Activity Provider Portal (Proveedor de Actividades / MisterPlan) Provider-facing portal powered by MisterPlan that gives activity providers booking-engine and activity-management tools, commission-free direct sales through their own websites and access to a network of hotels, agencies and points of sale for distribution.
• Gift Vouchers (Bonos Regalo) Gift-voucher product redeemable for activities and experiences available on the platform. Vouchers are valid for 12 months from the purchase date.
• Rural Accommodations (Alojamientos) Accommodation offering that presents rural hotels, guesthouses and other lodging options in the Sierra de Guadarrama and links users to booking options.
• Team Building / Corporate Services (Team Building / Empresas) Corporate group-activity packages for team building, corporate events and incentive experiences, tailored for businesses seeking activities in a natural setting.
• Tourist Gastronomy Market (Mercado Gastronómico Turístico) Physical and digital gastronomic tourism offering that presents local food products through tastings, workshops and events across Sierra de Guadarrama municipalities.
• Tourist Shuttle Buses / Sierra Shuttle (Autobuses Turísticos / Lanzadera Sierra) Shuttle service connecting Los Molinos, Cercedilla, Puerto de Navacerrada, Valdesquí and Puerto de Cotos to provide access to activities and natural sites.

Quantifiable outcome

• 398 Google reviews accumulated

Named customers6 records

Segments5 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Activity Providers (Various)coreStrategic or Co-development PartnerNetwork of verified activity providers and professional guides offering outdoor experiences including hiking, adventure sports, gastronomy, and cultural tours throughout Sierra de Guadarrama. Providers deliver services directly to customers booked through the platform.
• Accommodation ProviderscoreStrategic or Co-development PartnerPartnerships with hotels and rural accommodations in Sierra de Guadarrama region offering lodging options for visitors, integrated into the booking platform.
• MisterPlancoreTechnology or IntegrationSoftware platform provided to activity suppliers for booking management, real-time availability, and commission-free direct sales through their own websites.
• Travel Agencies (Network)coreChannel Partner/ Reseller/ DistributorNetwork of travel agencies using the B2B portal to access real-time availability, net pricing, and instant booking for their clients booking Sierra de Guadarrama activities.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• GetYourGuide: Global online marketplace for tours, attractions, and activities. Operates broadly across destinations worldwide with deep supplier networks and significant SEO scale — a larger incumbent offering overlapping outdoor and nature activity categories that the subject company focuses on regionally.
• Headout: Online marketplace for tours, attractions, and activities with curated local experiences. Comparable as a digital activities distribution platform serving leisure travelers with last-minute and scheduled bookings across global destinations.
• Klook: Asia-headquartered activities and travel services platform expanding globally. Comparable as a broad online booking marketplace for tours, attractions, and experiences, with similar intermediation model and supplier network approach.
• Viator: Tripadvisor-owned activities marketplace offering tours, excursions, and experiences globally. Comparable as a broad activities OTA serving leisure travelers with online booking, real-time availability, and supplier intermediation across categories including nature and outdoor experiences.
• Booking.com Experiences: Experiences vertical of Booking.com, the global accommodation and travel platform. Comparable as a broad-based OTA entering the activities space with massive existing traveler demand funnel — a significant incumbent threat to regional activity specialists.
• Musement: Activities and experiences marketplace acquired by TUI, offering tours, attractions, and events across multiple destinations. Comparable as a digital activities distribution platform targeting leisure travelers with curated local experiences and online booking.

Direct peers

• Civitatis: Spanish-language tours, activities, and experiences marketplace offering guided tours across Spain and worldwide. Closest direct peer: both aggregate and distribute local activities through a similar online booking model, share the Spanish-language market, and serve inbound and domestic travelers seeking curated experiences.
• TourRadar: Online marketplace specializing in multi-day guided tours and adventure travel packages. Comparable as a tour aggregator and booking platform serving travelers seeking curated, guide-led experiences in nature destinations, with a similar intermediation business model.

Regional players

• Viajes El Corte Inglés: Spain's largest travel agency, owned by El Corte Inglés department store group, operating retail and corporate travel nationwide. Comparable as a Spanish retail travel agency with multi-channel distribution and curated tour offerings, though at vastly larger scale and broader geographic scope.
• Atrápalo: Spanish online travel agency offering flights, hotels, packages, and activities across Spain and Europe. Comparable as a Spanish-language online travel platform with intermediation model and curated leisure experience offerings, though operating across multiple destinations rather than a single region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sierradelguadarrama
• Instagraminstagram.com/sierradelguadarrama
• LinkedInlinkedin.com/company/central-de-reservas-sierra-de-guadarrama

Revenue estimate

Valuation estimate

Number of profiles

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 Central de reservas Sierra de Guadarrama