Pablo Suárez is Chief Executive Officer of hotel management company, Roxa Hospitality. Pablo joined the group in 2018 as the Managing Director of Blau Hotels for Holidays with the mission of transforming the company. His vision has materialized today with the birth of Roxa Hospitality, the hotel management start-up. In his own words "in 2018 we began a new phase at Roxa Hospitality that we expect to see flourish this year. We didn’t start from zero though, the company has been in the hotel industry for over 30 years. What we did was to take all that experience, all that knowledge, and we embraced it with the spirit of a start-up." This spirit is evident today as the company continues to flourish with new openings, a strong pipeline and determined outlook.


Pablo comes from a strong operational background formed at Melia Hotels International. There he started as an Operations Analyst and excelled to become Operation's Director of Croatia and Balearic Islands.


  1. How is business?


We are living very interesting moments in the tourism sector. In Spain in particular, we are beginning to see the consequences of the restoration and reopening of other Mediterranean destinations. Destinations that were negatively affected by politics and/or economy and saw decreasing occupation numbers until recently.


Now, we face the challenge of maintaining the customers trust, so we plan to update and improve our services in order to continue to offer top quality tourism. This is an opportunity, at least that is our approach. We take this market’s impulse and improve ourselves while innovating in the industry. There is much yet to offer in Majorca.


The Caribbean, in another hand, is facing different challenges but we will tackle them the same way as in Spain, with great quality of services.


In conclusion, we are motivated to grow in these times of adversity, with the confidence that the difficult times will bring out the best in our team.


  1. You have recently launched Roxa Hospitality, the hotel management company previously part of Blau Hotels & Resorts but now separated for the next stage of business development and growth. Can you share your ambitions for the hotel management side of the business?


When we started the project to grow in the hospitality industry, we quickly realized we needed to create a brand architecture flexible enough and strong enough to conduct the ambitious expansion plan we were creating. The rebranding of the hotel management division is motivated by that.


Our brand strategy is here to adapt to different segments and different projects. As we mentioned when we released the news of the rebranding, we are currently studying projects of different nature, new projects starting from scratch, light rebranding and takeovers, always offering low cash exposure in the transition.


However, we are very cautious about the decision of adding a new hotel to our portfolio, as we are still a small company in the process of growth. We are putting our focus in creating a solid foundation of our brands, with standards and procedures that incorporate the management model. The ambition is to materialize these strong brands and soon expand exponentially.


  1. Sustainability is now central to travellers when selecting their location and accommodation and, as a result, has become part of the investment decision making process as well. How are Roxa Hospitality addressing sustainability within your development strategy?


Sustainability is one of our core values and as a result a focal point in our strategic plan. It is part of the company’s DNA, as we have been involved in the matter. All our Hotels in Majorca have sustainability certifications. No doubt that this topic will be present in all the decision making of the future.


  1. Looking ahead to your session at MR&H 2019 which will discuss brands within the resort market, what are the main values you believe a brand brings to a resort?


Branding helps people to identify and recognize our resorts and organization. Something, which I consider fundamental in order to survive in a market as competitive as hospitality.


Furthermore, brands provide customers with reasons to choose our resorts or services. If we communicate a clear brand promise and constantly deliver this promise over time, combined with a positive brand experience, we will put our customers at ease, because they know exactly what to expect each time, they visit our resorts.


I believe that building a strong brand helps us to create trust with our target market, it helps to create brand loyalty, so these customers continue to keep coming back.


Finally, branding helps us to create emotional connection with our customers, we make them fall in love with our brands, which helps us to build a solid number of loyal customers.


  1. What is the importance and relevance of attending events like MR&H?


In our vision there are two great perks of visiting events like MR&H. On one hand, it is a great way to be updated on the trends of the sector. Think of it as a live concentrated example of the tourism panorama. And secondly, it gives us the opportunity to present our project and show what we are working on, as we are sure it fits with the vision of many investors, REITs and/or owners, that will be attending.


Pablo will be speaking on Brand Appeal: CEOs on Branding in the Resort Market on Wednesday 30th October at 9.30 – 10.15am. For more information on the inspiring speakers confirmed to attend MR&H 2019, please visit