Since 2013, we have implemented various upgrades and refined our brands across our operations. This has included
investing in upgraded basic facilities, such as flat screen televisions and rain showers, and refining our dining and beverage
options. We have worked to align our hotels with particular brand aesthetics to create a comfortable and standardized
experience for our customers. We have also implemented a centralized pricing strategy which organizes price by destination,
allowing us to structure relative prices among our various hotels in each destination, and by room type. Through this pricing
mechanism, guests may choose to upgrade for more desirable features, such as a better view. We have refurbished several of
our leased and owned hotels, which have generally shown improved Occupancy, RevPAR and ADR as a result, and have
overhauled our IT systems, launching a new website and completing the migration of our back office systems to SAP, an
enterprise software system which integrates our front and back office and computer reservation systems, in all business units
("BUs").
In the year ended December 31, 2023 as compared to the prior year, all regions reported an increase in RevPAR,
which is principally due to the sustained recovery of the occupancy and high ADRs across all regions due to the impact of the
COVID-19 pandemic in 2020 and 2021. In particular, for our hotels in Spain, RevPAR, ADR and Occupancy grew by 20.7%,
14.9% and 5.1%, respectively, in 2023 compared with 2022. For our hotels in Central Europe, RevPAR, ADR and
Occupancy increased by 28.4%, 8.0% and 18.9% in 2023 compared with 2022. For our hotels in Italy, RevPAR, ADR and
Occupancy grew by 25.2%, 17.8% and 6.3%, respectively, in 2023 compared with 2022. For our hotels in Benelux, RevPAR,
ADR and Occupancy increased by 30.2%, 12.2% and 16.0%, respectively, in 2023 compared with 2022 and, in Latin
America, RevPAR, ADR and Occupancy grew by 27.9%, 11.8% and 14.3% in 2023 compared with 2022.
We actively manage our asset portfolio, including our owned hotels, which had a book value of €1.3 billion as of
December 31, 2023, although we believe that the actual market value of such assets is higher, due to the fact that prices at
which we have been able to sell our assets in recent years have been typically higher than their respective book values. We
regularly evaluate the performance of individual hotels to identify underperforming properties, and aim to terminate, or not
renew, lease agreements and management agreements for underperforming hotels, in particular if they contain undesirable
terms (such as management agreements with costly performance guarantees), as well as to sell certain of our underperforming
owned hotels and redirect our resources to markets and hotels where our operations have been successful. One of the ways in
which we actively redirect our resources is to increase the proportion of our operations conducted under management
arrangements in order to take advantage of the less capital intensive nature of management arrangements.
In addition, we are actively working to continue to increase Occupancy and Average Daily Rates through selective
investments, including refurbishment of existing hotels and opening new hotels. We also intend to complete the streamlining
of our operating platforms to increase efficiency. To date, we have migrated most of our back office systems to SAP, and we
have invested in the development of our website (with a focus on a mobile-friendly interface as our customers increasingly
access our website through their mobile devices) with increased functionality in order to increase the proportion of direct
bookings. In the year ended December 31, 2023 the proportion of revenue generated from our website stood around 13.5%,
similar to the prior year. We also seek to reallocate our resources to grow in the markets where we believe there is increasing
demand for hotel rooms and where we currently have limited presence. During 2023, we opened 6 hotels with 1,521 rooms in
markets where we believe there is increasing demand for hotel rooms and we closed 6 hotels with 698 rooms.
As of December 31, 2023, we have entered into agreements to operate 17 new hotels with 2,243 rooms (our
“committed pipeline hotels”), which are expected to commence operations mainly between 2024 and 2026. We will operate
our committed pipeline hotels under lease and management agreements with third-party hotel owners. We estimate that we
will invest a total of approximately €18 million into our committed pipeline hotels between 2024 and 2026.
We are a public limited company (sociedad anónima) incorporated under the laws of Spain and listed on the Madrid
Stock Exchange (Bolsa de Valores de Madrid) with an authorized share capital of €871,491,340 consisting of 435,745,670
shares as of December 31, 2023. Our market capitalization was €1.3 billion as of December 31, 2023.
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