The team

Ivar Yuste founded PHG Hotels & Resorts in 2009 in order to address a niche of the hotel market that was not being fulfilled: providing professional hospitality consulting, based on real hotel experience by senior executives with an operational track record with established hotel chains. Our expert hospitality consulting team moves away from the traditional consulting firms based on generalist real estate strategy consulting approaches. We are the hotel advisory firm in Spain which has negotiated and signed the largest number of contracts with international chains: Accor (Novotel, Ibis), IHG (Crowne Plaza, Express by Holiday Inn), Starwood (Sheraton, Westin), Hilton, Marriot, Travelodge, Campanile and Choice Hotels.

Ivar Yuste is Managing Director and Partner at PHG. Ivar has held several business development roles in the travel & hospitality space in Europe, North of Africa, Middle East , Asia and Latin America. He was recently Managing Director of Corporate Development and Member of the Executive Committee at BlueBay Hotels & Resorts, the hospitality division of the Marsans Group, the largest tourist conglomerate in Spain.
In his development role, Ivar was instrumental in the growth of the 4 & 5 star brand BlueBay Hotels & Resorts in the Mediterranean and Latin America as well as in the creation of the vacation club, BlueBay Vacation Club, in America and Europe.

Previously he was Director of Business Development in EMEA with RCI (Resorts Condominium International), NorthCourse Leisure Real Estate Solutions and Hotel Dynamics, three companies under the Wyndham Worldwide umbrella. Wyndham Worldwide is the world’s largest hotel franchisor.
In his role as Director of Business Development with RCI in EMEA, Ivar Yuste has supervised the largest resort operations in Europe. He has also performed hotel consulting work for the evaluation of vacation ownership business models with established hotel chains and real estate groups in Spain and France.
Ivar Yuste has also worked in business and operations development functions for companies such as SITA, Sabre, Spanair and Continental Airlines. He is a speaker at hospitality events and is fluent in French, Spanish and English.

From an academic perspective, Ivar holds an MBA from The University of Chicago Booth School of Business and has undertaken the Hotel Investing and Financing Program at Cornell University. Moreover, Ivar is a member of the International Society of Hospitality Consultants (ISHC). This American institution is the leading source of expert hospitality consulting services globally www.ishc.com . As a result of his reputation and hotel industry expertise, Ivar Yuste is often required as an external mediator in scenarios of hotel contract interpretation discrepancies between owners and operators.