Urso Hotel & Spa

What Urso Hotel & Spa does

Urso Hotel & Spa is a five-star boutique hotel operating from a protected 1915 neoclassical building at Mejía Lequerica 8 in central Madrid, between the Chamberí, Tribunal, Chueca, and Salesas neighborhoods. The property opened in 2014 after extensive renovation that preserved original architectural elements including tile friezes by Juan Ruiz de Luna, stained-glass windows, marble floors, and wood-paneled walls, and integrates modern luxury amenities. The company is legally HOTEL URSO S.L., a Spanish private limited company, and is managed by Marugal Hotel Management.

The hotel operates a four-vertical hospitality platform: (i) accommodation across ten room categories ranging from Superior to Family Suites, many with private terraces; (ii) Gastro-U dining comprising Casa Felisa fine-dining restaurant, The Conservatory for breakfast and brunch, the Lobby Bar with cocktails and piano evenings, and a Private Dining Room; (iii) URSO Spa offering treatments using Natura Bissé and Comfort Zone products, a water circuit with hammam, a Technogym fitness center, and tiered memberships from €290/month to €3,000/year; and (iv) nine private event spaces for corporate and social gatherings (capacities 10–90 guests). Distribution is multi-channel: direct booking through hotelurso.com with Mirai booking engine and best-price guarantee, third-party platforms TheFork (restaurant) and Spalopia (spa), WhatsApp Business for spa inquiries, and luxury travel networks Small Luxury Hotels of the World, Serandipians, SELECT Hotels & Resorts, and Virtuoso.

The business model is primarily transactional room revenue supplemented by recurring F&B, spa, event, and loyalty revenue streams. Pricing varies by season and category, with a long-stay 15% discount offer, family packages with complimentary beds for under-12s and museum tickets, and the Urso Members loyalty program granting an additional 15% discount. Sustainability positioning is a deliberate differentiator: a centralized solar system provides 65% of hot water and heating, the hotel maintains a zero-waste policy, received €294,000 in Next Generation EU grants for kitchen and waste infrastructure upgrades, and holds Biosphere Certified status. No proprietary technology or AI capabilities are disclosed; the technology stack is composed of third-party SaaS tools for booking and customer engagement.

Name

Urso Hotel & Spa

Legal name

HOTEL URSO S.L.

Website

https://hotelurso.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Five-star boutique hotel in central Madrid operating from a 1915 heritage building, offering luxury accommodations, dining across five venues, spa and wellness services, and event spaces for leisure travelers, families, and corporate clients.

Ownership category

akta.pro rank

Product category

Luxury Boutique Hotels

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

Heritage & Historic Boutique Hotels (THAGADAD)

akta.pro secondary industries

Historic & Heritage Full-Service Hotels (THAGAAAG), Historic/Heritage Conference Hotels (THAGALAL)

Keywords

• Luxury boutique hotels
• Spa wellness services
• Fine dining hospitality
• Corporate event venues
• Hotel accommodation

Headquarters

HQ city

Las Rozas De Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Room Reservations: The hotel generates primary revenue from room bookings across multiple categories: Superior, Deluxe, Deluxe Palace View, Junior Suite, Junior Suite Terrace, Junior Suite Palace View, Urso Suite, Urso Suite Terrace, Urso Family, and Urso Family Suite. The hotel offers direct booking with best price guarantee.
2. Food & Beverage: Multiple dining venues including Casa Felisa Restaurant, The Conservatory for breakfast/brunch, Lobby Bar for cocktails and light fare, Private Dining Room for exclusive events, and High Tea/Merienda service. Revenue from food service, beverages, and catering events.
3. Spa & Wellness Services: The hotel spa offers treatments using Natura Bissé and Comfort Zone products, with membership programs ranging from Copper (€290/month) to Diamond (€3,000/year). Revenue from day spa visits, treatments, and membership subscriptions.
4. Event Spaces & Private Venues: The hotel offers 9 private event spaces including The Conservatory (100m², 60 capacity), Ursalia (90m², 35 capacity), Madrid & Mayrit rooms (52-122m², 25-90 capacity), Ruiz de Luna rooms (27-80m², 18-60 capacity), and Private Dining Room (13m², 10 capacity). Revenue from venue rentals and event catering.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Urso Hotel & Spa operates a five-star boutique hotel in central Madrid housed in a restored 1915 neoclassical building, offering luxury accommodations across multiple room categories, full-service spa and wellness facilities, multiple dining venues including fine dining at Casa Felisa, and nine event spaces for corporate and private gatherings. The property combines historic architectural elements with modern luxury amenities and is managed by Marugal Hotel Management under affiliations with Small Luxury Hotels, Virtuoso, and Serandipians.

Product overview

URSO Hotel & Spa is a five-star boutique hotel in Madrid operating a unified hospitality platform that integrates accommodation, dining, wellness, and event services. The property offers ten room categories ranging from Superior to Family Suites, complemented by Gastro-U dining venues including Casa Felisa Restaurant, The Conservatory for breakfast/brunch, the Lobby Bar for cocktails, and a Private Dining Room. The URSO Spa provides wellness treatments, water area, and fitness facilities with a tiered membership program. The hotel also features nine event spaces for corporate and social gatherings. All services are accessible through the hotel's direct booking system and various third-party reservation platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Accommodation (Rooms & Suites)
• URSO Spa & Wellness
• Casa Felisa Restaurant
• The Conservatory (El Invernadero)
• URSO Lobby Bar
• Private Dining Room
• Event Spaces & Private Venues
• High Tea / Merienda Service
• Weekend Brunch

Quantifiable outcome

• 65% of hot water and heating energy from solar collectors
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Marugal Hotel ManagementcoreStrategic or Co-development PartnerMarugal Hotel Management is the professional hotel management company overseeing Urso Hotel & Spa. They handle all aspects of hotel operations, marketing, and development. The company manages a portfolio of distinctive hotels and promotes the Urso brand internationally through their website and distribution network.
• Chocolatería San GinésminorGTM or Marketing PartnerPartnership with Madrid's iconic Chocolatería San Ginés to offer traditional chocolate con churros in the hotel's Lobby Bar during winter months. The partnership provides guests with authentic Madrid culinary experiences.
• Natura BissécoreOthersLuxury Spanish cosmetics brand providing spa treatment products exclusively for URSO Spa. The partnership guarantees first-quality cosmetics for all spa treatments and the exclusive Stars Treatment using Natura Bissé's Diamond collection.
• Comfort ZonecoreOthersPremium skincare brand supplying spa treatment products for URSO Spa. Used alongside Natura Bissé for comprehensive facial and body treatments for both men and women.
• A La Par FoundationminorStrategic or Co-development PartnerSocial foundation providing sweets and confections for the hotel's minibar. The foundation supports people in need and those with special abilities, creating positive social impact through the hotel's supply chain.
• Small Luxury Hotels of the WorldcoreChannel Partner/ Reseller/ DistributorThe hotel is affiliated with Small Luxury Hotels of the World (SLH), a global collection of independent luxury hotels providing distribution, marketing, and booking platform access.
• SerandipiansminorChannel Partner/ Reseller/ DistributorLuxury travel network providing distribution and booking capabilities for Urso Hotel & Spa as part of their curated collection of exclusive properties.
• SELECT Hotels & ResortsminorChannel Partner/ Reseller/ DistributorAffiliation with SELECT Hotels & Resorts providing marketing exposure and booking network access for the hotel.
• VirtuosominorChannel Partner/ Reseller/ DistributorLuxury travel network connecting Urso Hotel & Spa with Virtuoso's network of travel advisors and high-net-worth travelers.
• The ForkminorChannel Partner/ Reseller/ DistributorRestaurant reservation platform integration allowing non-hotel guests to book tables at Casa Felisa restaurant, expanding dining revenue beyond overnight guests.
• SpalopiaminorChannel Partner/ Reseller/ DistributorSpa booking platform integration for day spa appointments, enabling non-hotel guests to access URSO Spa treatments and services.
• Museo del PradominorGTM or Marketing PartnerCultural partnership offering complimentary Prado Museum tickets to guests booking Deluxe rooms or higher through the hotel website. The partnership enhances cultural tourism experiences for hotel guests.
• Tesla SuperchargerminorOthersElectric vehicle charging stations installed at the hotel property, supporting sustainable transportation options for guests and demonstrating environmental commitment.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• NH Collection Palacio de Tepa: NH Collection Palacio de Tepa is a 5-star boutique hotel housed in a 19th-century palace in central Madrid with comparable heritage architecture, luxury rooms, and modern amenities. Directly competes for cultural and luxury travelers in the historic center.
• Gran Hotel Inglés: Gran Hotel Inglés is Madrid's oldest hotel, a 5-star boutique property in a heritage building near Puerta del Sol, offering luxury rooms, dining, and event venues. Closest analog to Urso's combination of historic heritage and boutique luxury positioning.
• Hotel Único Madrid: Hotel Único Madrid is a 5-star luxury boutique hotel in central Madrid with comparable room count, fine dining, and personalized luxury service. It directly competes with Urso for the same affluent leisure and corporate traveler segment in Madrid's historic center.
• Hotel de las Letras: Hotel de las Letras is a 4-star boutique hotel on Gran Vía in central Madrid with a literary theme, offering rooms, dining, and event spaces. Overlaps significantly in target market and boutique heritage positioning at adjacent price tier.
• Hospes Puerta de Alcalá: Hospes Puerta de Alcalá is a 5-star boutique hotel in a heritage building near Retiro Park, offering luxury rooms, spa, and dining. Comparable boutique heritage positioning with wellness-led luxury experience.
• Hotel Villa Magna: Hotel Villa Magna is a luxury 5-star hotel in Madrid's Salamanca district offering rooms, fine dining, spa, and event spaces. Comparable high-end luxury positioning and full-service amenity mix including wellness and corporate events.
• Rosewood Villa Magna: Rosewood Villa Magna is a 5-star luxury hotel in Madrid's Salamanca district offering refined rooms, signature dining, Sense spa, and event spaces. Competes for the same ultra-affluent leisure and corporate clientele with comparable full-service luxury offerings.
• Only YOU Boutique Hotel Madrid: Only YOU Boutique Hotel is a design-driven boutique hotel in central Madrid offering similar luxury accommodations, dining, and event spaces. Targets the same modern luxury traveler with comparable size and amenity mix.

Broad incumbents

• Barceló Torre de Madrid: Barceló Torre de Madrid is an upscale 4-5 star hotel in Madrid's Plaza de España with rooms, dining, wellness facilities, and event spaces. A larger chain competitor positioned at slightly broader luxury appeal than Urso's boutique focus.
• The Westin Palace Madrid: The Westin Palace is a historic 5-star grand hotel in Madrid offering luxury rooms, multiple dining venues, spa, and large event capacity. A larger legacy incumbent that competes at the top of the Madrid luxury market but with broader scale and brand reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

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 Urso Hotel & Spa