Our work

Hotel experts with over 30 years of experience

Learn more about our strategic hotel consulting work. In this section, you will find everything from case studies, where we have advised our clients in maximising the value of their assets, to media coverage featuring our expert opinion, as well as videos and publications on the latest industry topics and trends.

All
Videos
Articles

How to Select the Right Hotel Brand

Ivar Yuste, Partner at PHG, interviews Dimitris Manikis, President EMEA at Wyndham Hotels, on hotel brands and franchising.

03/12/2026 Videos

Spain: Championing High-Growth Hospitality and Living Opportunities

After several years of exceptional performance and near-record investment volumes, Spain remains one of the most compelling hotel markets

03/04/2026 Articles

How to Choose the Right Hotel Contract Type

Management vs franchise vs lease. How should a hotel owner choose?

12/16/2025 Articles

Investing in Spain’s Booming Hotel Sector

PHG on social media Investing in Spain’s Spanish Hotel Sector Interview with Dominic Seely, Chief Development & Acquisitions Officer

12/03/2025 Videos

Hotel Due Diligence

The liquidity accumulated by certain independent owners — highly professionalised and with a clear strategic vision — is enabling

11/18/2025 Articles

How to Select a Hotel Brand

Selecting the right hotel brand has a direct impact on the success and profitability of a hotel project.

10/02/2025 Articles

Red Flags in Hotel Market & Feasibility Reports

In an industry where hotels increasingly resemble one another, places that could easily be mistaken for a hospital or

07/15/2025 Articles

Hotel Repositioning: Unlocking Asset Value

PHG outlines the key drivers of hotel repositioning in Spain

07/01/2025 Articles

The Rise of Hotel Conversion Brands

In Spain's competitive hotel market, fragmentation is the norm — and independent hotels dominate the landscape. Against this backdrop,

06/03/2025 Articles

How to Convert a Historic Building into a Hotel

Spain’s extraordinary historic architectural heritage offers a unique opportunity to develop distinctive and highly differentiated hotel products.

05/20/2025 Articles

The imbalance between investment demand and asset scarcity requires careful planning.

PHG provides its recommendations on how to approach hotel acquisitions in Spain.

04/22/2025 Articles

Office Conversions into Hotels

The rise of remote working — even after the end of COVID — has significantly reduced office occupancy levels,

02/11/2025 Articles

What our clients say

'Our experience with PHG has been very positive. At Buenavista Equity Partners (formerly GED Capital), we have relied on Ivar Yuste for several of our recent investments in hotel assets of various types, and he has consistently demonstrated great professionalism and a deep knowledge of the sector and its trends. In addition to the quality and accuracy of his work, I would highlight his accessibility, availability, and adherence to agreed deadlines—qualities we value very much within our investment teams.'

'I had the opportunity of working with PHG, led by Ivar Yuste, on a very special project (which involved a change of use), and his knowledge of the hotel market and his network of contacts in the hospitality sector were key to finding the ideal operator. I would highlight his strategic approach and commitment to the client's goals. Working with him has always been an efficient and highly rewarding experience.'

'Fantastic work — you have no idea how much I appreciate it. I hope this project moves forward soon so we can keep working together. With people like you, everything is so much easier. Thank you very much.'

'The consulting services provided by PHG in the search for a franchise and operator for the Palacio de Godoy Hotel in Cáceres have been key to shaping the operation, aligning interests and creating value for the asset.'

'PHG has been a great partner in the search for a brand for our Bellas Artes hotel in San Sebastián. The studies and analysis carried out by PHG provided us with valuable insights and rigor to support our decision-making process. We will continue to rely on PHG for our future decisions in the hospitality sector.'

'Since we began exploring the hotel sector as investors, we have commissioned several reports from PHG—covering specific assets for purchase or sale, development projects, and even management teams within the industry. PHG has always responded with great professionalism and agility. We are very pleased to have them as external advisors.'

'Our experience with PHG has always been excellent. We particularly value their approachability, flexibility, and practical focus, which truly makes a difference. PHG stands out for offering consulting services grounded in solid management experience and the extensive professional background of Ivar Yuste. Ivar brings deep industry knowledge, the result of his work with hotel chains and individual properties both in Spain and internationally. This background gives him valuable expertise, direct access to specialized sources, and ongoing contact with the market, allowing him to provide an up-to-date and accurate view of the industry's reality. Ivar is a highly adaptable professional who tailors his approach to the client’s needs at every stage of the process. He works closely with teams, delivering effective solutions and contributing to tangible improvements in efficiency.'

'As new hotel owners, having PHG by our side provided us with a distinct advantage thanks to their extensive experience, deep industry knowledge, and strong communication skills with hotel chains. Their honesty, pragmatism, and dedication were key to successfully navigating negotiations in a challenging environment.'

How can we help?

Get in touch with PHG