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Hotel&assets&specialists&
PHG!HOTELS & RESORTS!
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#tailorMmade#
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#knowMhow#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#condoMhotel#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#coMfounding#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#coMfounding#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.#
PHG!HOTELS & RESORTS!
PHG Hotels & Resorts
Lagasca, 26 – 2 D
28002 Madrid
Spain
email: phg@phghr.com
www.phghr.com

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Hotel Asset Specialists Guide