Silken Hoteles

What Silken Hoteles does

Silken Hoteles (HOTELES SILKEN, S.A.) is a privately held Spanish hotel chain founded in 1995, headquartered in Vitoria-Gasteiz, Álava, and operating as a fiscal-consolidated group under Álava's Norma Foral 37/2013. As of December 31, 2021, the company managed 26 hotels and one gymnasium across Spain, spanning urban centers (Barcelona, Madrid, Bilbao, Valencia, Zaragoza, Salamanca, Vitoria), coastal destinations (Las Palmas, Tenerife, Costa Brava, Llanes, Ribadesella), mountain retreats (Torla-Ordesa, Ochagavía, Nestares), and wine country (Laguardia in Rioja Alavesa), supplemented by apartment/holiday home products in several markets.

The portfolio includes mid-market properties branded under Silken, heritage conversions (Palacio Uribarren Lekeitio, Casa Platerías Siglo XV, Gran Hotel del Sella), and design-forward sub-brands such as Saaj (Las Palmas, Puerto de la Cruz) and Comfy Studios (Benalmádena). The company operates a direct-to-consumer booking platform (hoteles-silken.com) available in Spanish, English, German, and French, supported by a phone reservation line and online check-in. Silken Rewards is the loyalty program, offering 10 points per €1 spent, 1,500 welcome points, free WiFi for direct bookers, late check-out, and room upgrades. No public API, SDK, or proprietary AI features are offered; integrations are limited to standard marketing and analytics tools (Google Analytics, DoubleClick, reCAPTCHA).

Revenue is generated primarily through accommodation bookings (paid at hotel upon checkout, with prices in euros including 10% VAT) plus ancillary services such as breakfast packages, parking, and late check-out. The GTM is predominantly direct, with a best-price guarantee and loyalty benefits incentivizing customers to bypass OTAs. Target segments are leisure travelers, business travelers, and families/groups, served across both Spanish destinations and Portugal (listed as a served market). Revenue is not publicly disclosed, and the company is structured as a Spanish public limited company (sociedad anónima) with no listing.

Name

Silken Hoteles

Legal name

HOTELES SILKEN, S.A.

Website

https://hoteles-silken.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Silken Hoteles is a privately held Spanish hotel chain founded in 1995 operating 26 hotels, apartments, and heritage properties across Spain through a direct-to-consumer booking platform and Silken Rewards loyalty program, serving leisure and business travelers.

Ownership category

akta.pro rank

Product category

Hotel Accommodations

NAICS

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

SIC

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

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Lifestyle & Social Hotels (THAGADAB), Historic & Heritage Full-Service Hotels (THAGAAAG)

Keywords

• Hotel accommodations
• Hotel chain
• Short stay apartments
• Hospitality loyalty program
• Hotel bookings

Headquarters

HQ city

Álava

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Services: Core revenue from hotel room bookings across 26 properties in Spain. Payment is collected at the hotel upon checkout. Prices displayed in euros with 10% VAT included, plus applicable tourist taxes.
2. Additional Services: Upsell opportunities including breakfast packages, parking, late check-out, and other extras charged separately during booking or at the hotel.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Silken Hoteles operates a portfolio of 26 hotels and apartment/holiday home properties across Spain, providing accommodation services ranging from urban city hotels to coastal, mountain, and historic palace conversions. Accommodations are sold directly through a multi-language website with best price guarantee, supported by ancillary upsell services including breakfast, parking, and late check-out, and a loyalty program (Silken Rewards) that incentivizes repeat direct bookings.

Product overview

Silken Hoteles is a Spanish hotel chain operating a portfolio of 26 hotels and apartments distributed across Spain, including urban hotels, coastal properties, mountain retreats, and historic buildings. The portfolio includes both hotel properties (e.g., Silken Antequera Hills, St. Gervasi Barcelona, Gran Teatro Burgos, Ciudad Gijón, Ordesa, Reino de Aragón) and apartment/holiday home accommodations (e.g., Atlantis Suites, Atlantis Playa, Apartamentos Toró, Apartamentos Goya). The chain also manages branded sub-products including Saaj (Saaj Las Palmas, Saaj Maar), Silken Rewards loyalty program offering points, room upgrades, late check-out, and free WiFi. The core offering is complemented by an online booking/reservation system available in multiple languages (Spanish, English, German, French) with features including best price guarantee, free cancellation, and additional extras such as breakfast and parking.

Differentiator

Problem solved

Functional benefit

Brands

• Silken Rewards: Loyalty program offering points (10 points per € spent), free WiFi, late check-out, room upgrades, and 1,500 welcome points for members.
• Silken Live!

Quantifiable outcome

• 10 points earned per €1 spent on accommodations
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Direct peers

• Petit Palace Hotels: Spanish boutique hotel chain operating heritage and design-focused urban properties across Spain. Comparable in heritage-building conversions, character-driven positioning, and urban Spanish city focus.
• H10 Hotels: Spanish hotel chain operating urban and resort hotels primarily in Spain with some international presence. Comparable in mid-to-upscale full-service positioning, Iberian footprint, and leisure/business traveler mix.
• Barceló Hotel Group: Spanish family-owned hotel group operating upscale and full-service hotels across Spain, including urban and leisure destinations. Comparable in Iberian footprint, full-service positioning, and reliance on Spanish tourism demand.
• Meliá Hotels International: Largest Spanish hotel chain operating full-service and resort hotels across Spain and Portugal. Comparable in Iberian market presence, brand portfolio, and leisure/business traveler mix, though larger and more diversified globally.
• Senator Hotels & Resorts: Spanish hotel chain operating urban and resort hotels across Spain with a focus on family and leisure travelers. Comparable in Iberian coverage, multi-segment portfolio (urban + coastal), and mid-market positioning.
• Eurostars Hotel Company: Spanish hotel chain specializing in upscale urban and heritage hotels across Spain and Portugal. Closely comparable in featured heritage property positioning, central-city focus, and tier-up urban mid-market.
• Catalonia Hotels & Resorts: Spanish hotel group operating full-service and resort hotels across Spain and select international destinations. Comparable in Spanish city and resort coverage, mid-to-upscale positioning, and family/group traveler focus.
• NH Hotel Group: Spanish-headquartered urban hotel chain with a large Iberian portfolio of mid-to-upscale full-service hotels. Directly comparable in geography, positioning, and customer mix (business + leisure travelers in Spanish cities).
• Vincci Hotels: Spanish hotel chain operating urban and coastal hotels across Spain with design-focused properties. Comparable in Iberian geographic focus, urban full-service positioning, and design-led differentiation strategy.

Broad incumbents

• AC Hotels by Marriott: Marriott's lifestyle urban hotel brand with strong Spanish presence. Comparable in lifestyle urban full-service positioning, though backed by Marriott Bonvoy loyalty program and global distribution, representing a competitive threat to Silken's urban segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Silken_Hoteles
• Facebookfacebook.com/hotelessilken
• Instagraminstagram.com/silkenhoteles
• LinkedInlinkedin.com/company/silkenhoteles

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Silken Hoteles