Palladium Hotel Group is reorganising its hotel portfolio into two strategic units: Lifestyle Brands Business Unit and High Energy and All-Inclusive Business Unit. This restructuring is part of the Group’s drive for international growth, with sales up 12% to €1.2 billion in 2024.
Two divisions to optimise brand management
The Spanish group, which operates 40 hotels in eight countries, is now dividing its nine brands into two separate units to better adapt its commercial strategies and boost profitability.
The Lifestyle Brands Business Unit, headed by Juan Serra, brings together Only You Hotels, Bless Collection Hotels and 45 Times Hotels. The aim is to promote sustainable growth and optimise synergies between brands sharing similar distribution and customer experience strategies.
The High Energy and All-Inclusive Business Unit, headed by Ana Morillo, incorporates The Unexpected Hotels, Ushuaïa Ibiza Beach Hotel, the Hard Rock Hotels, Grand Palladium Hotels & Resorts, TRS Hotels and Palladium Hotels franchises.
‘This reorganisation will enable us to structure our brands more effectively and support our international expansion,’ said the group in a press release.
Sustained expansion and a focus on the French market
With six new openings planned between now and 2026 and an investment of more than 650 million euros, Palladium Hotel Group aims to strengthen its international presence.
The group also wants to intensify its presence in the French market, which currently accounts for 6% of its business in Europe. This strategy aims to attract more French travellers to its hotels and develop its reputation in this key market.
Thanks to this restructuring, Palladium Hotel Group is optimising its positioning and preparing for a new phase of growth in the lifestyle and all-inclusive hotel segment. More generally, Palladium is targeting sustained growth for its brands across the European market, as Sergio Zertuche, the group’s sales and marketing director, recently told us.
