‘Sweet Hoteles’ Consolidates its Leadership on the Costa Blanca and Becomes the Chain with the Largest Hotel Presence Between Dénia and Jávea. Two openings this summer in the heart of Dénia and a third at the end of the year reinforce the Valencian chain’s growth. Luis Fernández and Sergio Navarro are two Valencian entrepreneurs who, after years of experience in the sector, decided in 2014 to create Sweet Hoteles as a new concept of hotel franchise to offer investors and owners all the advantages of a franchise, but without any of the traditional drawbacks.

Today, they not only franchise, but also have their own hotels and lease agreements, becoming a benchmark within the Valencian Community with more than 700 beds on the market and 10 hotels between the central brand Sweet Hoteles and its new brand Nommadas, aimed at 100% digitalized hotels. Sweet Hoteles expects to increase its turnover by 40% for the next financial year and, with the upcoming hires, will have created more than 300 jobs since its inception, adding both the jobs generated directly from its headquarters and own hotels, as well as all those driven through its franchisees.

The Valencian hotel chain Sweet Hoteles continues to accelerate its expansion and announces new strategic incorporations in the Marina Alta region, consolidating itself as the chain with the largest hotel presence between Dénia and Jávea.

With two openings planned for this summer and a third incorporation scheduled for the end of the year, the group reinforces its position as one of the fastest-growing independent hotel operators in the Valencian Community.

Sweet Hoteles began its journey in 2014. Luis Fernández and Sergio Navarro, friends since childhood, reconnected with the dream of creating an innovative chain and today they have become a local and national benchmark.

Since then, they have managed more than 30 hotels, standing out especially for having been behind the creation of recognized brands in the national hotel scene. In addition, they advise, launch, and develop concepts and brands for major investment funds and family offices looking to position or reposition themselves within the hotel market. Today, the company focuses its growth on rental and purchase models of hotel assets with high potential.

Among the assets that already form part of the company’s portfolio in Dénia, one of the best hotels on the Costa Blanca stands out, the award-winning Hotel Los Ángeles, owned by the Sellés family, who rely on the brand’s support through its innovative Interim Management consulting and management contract, as well as the Hotel Boutique RHYS Dénia, a beautiful Only Adults establishment located a few metres from the beach.

The upcoming openings will be located in the heart of Dénia, one of the most dynamic and sought-after areas of the Costa Blanca. Two of the new establishments will operate under the Nommadas brand, Sweet Hoteles’ most innovative concept, focused on small premium hotels with less than 25 rooms, fully digitalized and designed for an urban, connected, and demanding clientele. The third project will be a Sweet Hotel with about 40 rooms which, after the end of the high season, will close temporarily to undertake a major investment and transform into a boutique hotel of reference on the Costa Blanca.

According to Luis Fernández, CEO of Sweet Hoteles: “Our goal is to reach a portfolio of 20 hotels in 2028. We are looking for guesthouses and small hotels in premium locations in cities such as Madrid, Málaga, Seville and Valencia, to renovate them and completely digitalize the entire experience.“.

Report by ’24/7 Valencia’ team

Article copyright ’24/7 Valencia’

More info: https://www.sweethoteles.com/