We work with you to make your hotel project a success
2 About PHG Hotels & Resorts PHG was founded in 2009 with the objec>ve of delivering a personalised and pragma>c consul>ng service in the hospitality space, as opposed to the prevalent more generic service coming from the big ﬁrms. The two partners of PHG, Javier Torres and Ivar Yuste, have held execu>ve posi>ons in hotel chains and hence can oﬀer down to earth solu>ons based on ﬁrst hand experience acquired during decades of working in hotels opera>ons and hotel asset management. Who are our clients? Due to our focus and size, PHG can aﬀord to take a tailor-‐made approach to hotel consul>ng solu>ons for each client. We make sure we run an accurate understanding of the clients requirements which allows us to put forward very personalised collabora>on proposals. Our services are speciﬁcally geared towards: • Hotel chains • Hotel owners • Banks and other ﬁnancial ins>tu>ons • Investment funds and REITs • Mutual funds • Family oﬃces • Private investors and high net worth individuals • Building companies and real estate companies • Ins>tu>onal investors and public bodies
3 Our services The four main areas of our work in hospitality consul>ng are as follows: Financial services PHG oﬀers its industry know-‐how as hotel consultants to clients such as hotel owners, family oﬃces, investment funds, real estate groups and investors in general. • Debt structuring • Asset and hotel development feasibility studies • Divestures • Contract nego>a>on with hotel chains and property owners • Operators, banks, investors and funds rela>ons • Hotel operator search and selec>on • Hotel asset reposi>oning • Asset SWOT analysis Hotel asset management Your company can leverage our track record in asset management and opera>onal turnaround in EMEA and the Americas. • Hotel advisory services to banks and ﬁnancial ins>tu>ons • Hotel Asset management programmes • Asset valua>ons • Technical support • Audit programmes • Divestures consul>ng and management • Interim hotel property management
4 Shared ownership At PHG we have rolled out shared ownership business units within established hotel groups, both in Europe and in Latam. • Vaca>on clubs sales & marke>ng management programmes • Feasibility of condo-‐hotel models, >meshare, frac>onal ownership, private residence clubs, etc. • Product design • Sales & marke>ng outsourced services Hotel asset transac6ons We are a brokerage ﬁrm that is specialised in adding value to assets in a very pragma>c way. Our goals as hotel experts are your goals. • Hotel, resort, leisure parks and casino transac>ons • Hotel reposi>oning • Hotel Investment / divesture mandates • Hotel management services Our work vision The current climate of scarcity of ﬁnancing and weak consumer demand makes quite challenging carrying out opera>ons with hotel assets. However, the stage of the cycle where we are in at this precise moment is the appropriate one to secure value added posi>ons for the various hotel players ac>ng in the market. PHG puts forward more than 30 years experience in hotel asset management and ﬁnancing opera>ons, investment and divestures with banks and investment funds in EMEA, the Caribbean and North America. Using a personalised vision, our partners demonstrate a ﬂexible and down to earth focus no longer available in larger ﬁrms. We would rather adopt crea>ve approaches to engagements, gebng involved with our clients, rather than trea>ng projects in a more conven>onal and standard way.
6 Javier Torres, Partner Prior to co-‐founding PHG in 2009, Javier Torres has been the Hotel Investment Oﬃcer for Spanish real estate Group Metrovacesa for the past 15 years, par>cipa>ng in the acquisi>on and management of more than 40 hotel proper>es in Spain and France. Javier has been responsible for the roll out and management of the ﬁrst Holiday Inn franchises in Spain. Metrovacesa is listed in the Madrid stock exchange. Before joining Metrovacesa, Javier has held a number of execu>ve posi>ons in a variety of groups: Chief Opera>ng Oﬃcer and Advisor Partner for Dagufer, an advisory company with clients in the construc>on, banking and real estate sectors, Hotel Investment Oﬃcer for Riu Hotels & Resorts, Managing Director and Opera>ons Director for Iberotel, a hotel chain with more than 30 proper>es in Spain, Turkey and Tunisia and Managing Director of Hotelera Dianense. Javier has also been General Manager at numerous proper>es for the hotel chains Sol Meliá and Hotasa, and General Manager of two hotel proper>es with a casino. He has held creden>als for 10 years from the Na>onal Gaming Commission. Javier is currently responsible for the Asset Management and Investment area of PHG, both at hospitality level an at shared ownership level. He par>cipates very ac>vely in management and quality control aspects of the opera>ons deployed by PHG. His latest achievement has been to leverage his banking experience to launch a Hotel Recovery Services prac>ce oriented towards the support of ﬁnancial ins>tu>ons in the recovery of hotel assets acquired through mortgages. Javier is a very respected and well known speaker at hotel investment forums in Spain.
6 Ivar Yuste, Partner Prior to co-‐founding PHG in 2009, Ivar has held several business development roles in the travel & hospitality space in Europe, North of Africa, Middle East, Asia and La>n America. Most recently, he was Managing Director of Corporate Development and Member of the Execu>ve Commigee 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 La>n America as well as in the crea>on of the vaca>on club, BlueBay Vaca>on Club in America and Europe. Previously, Ivar was Director of Business Development in EMEA with RCI (Resorts Condominium Interna>onal), NorthCourse Leisure Real Estate Solu>ons 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 has supervised the largest resort opera>ons in Europe. He has also performed consul>ng work for the evalua>on of vaca>on ownership business models with established hotel chains and real estate groups in Spain and France. Ivar has also worked in business and opera>ons development func>ons for companies in the tourism space such as SITA, Sabre, Spanair and Con>nental Airlines. He is a speaker at hospitality events and is ﬂuent in French, Spanish and English. He holds an MBA from The University of Chicago Booth School of Business.