Within the framework of ANATO's Tourism Showcase, Travel2latam spoke with Ramón Hernández, General Manager of Faranda Hotels.
We are in Anato with Ramón Hernández, general manager of Faranda Hotels.
What is the origin of Faranda Hotels?
The company's beginnings date back to 1981, when it was founded. It is a Spanish-Colombian company that started in Spain and arrived in Colombia in 1982. This year we celebrate 44 years of history. Currently, we are present in seven countries with 35 hotels and around 4,000 rooms. We have experienced significant growth, especially in Colombia, the Dominican Republic, Mexico, Venezuela, Panama, Costa Rica and Spain.
The Colombian domestic market is key, but what about other countries? Where do the guests come from?
This interaction between markets is essential. Our company has its main offices in Cartagena de Indias, although we also have a presence in Bogotá, Cancún, Spain and Panama City. In addition, we have commercial representation in the United States, Canada, Chile and Brazil. We seek to connect all these markets to generate demand in the destinations where we operate.
A clear example is the Dominican Republic: after the United States and Canada, Colombia is the third largest market generating demand. This reflects the country's relevance as a source of tourists. Our commercial structure in Latin America allows us to develop new projects efficiently.
Our approach combines urban and resort hotels. Of the 35 hotels, two-thirds are urban, but we are also present in key tourist destinations such as Punta Cana, Cancun, Margarita Island and Cartagena de Indias. The multi-brand, multi-product and multi-destination strategy allows us to adapt to the needs of the market.
Regarding the MICE segment, what weight does it have within the company?
The MICE area is fundamental. We have a sales team of around 80 people distributed in different destinations, and this segment represents between 10% and 15% of our sales. Many of our hotels have large spaces for events. For example, the Hotel El Panama has 10,000 square meters of rooms and capacity for events of up to 5,000 people.
Is the United States still the main source market?
Yes, definitely. The United States and Canada lead the arrival of guests in our hotels in Cancun, Punta Cana, Cartagena de Indias and Medellin. In Costa Rica, the connection with the American market is very strong, which drives high occupancy in our hotels in San Jose and Panama.
Are there plans to expand into other Latin American countries?
Yes, we are analyzing opportunities in Lima, Buenos Aires and Aruba. Latin America is our priority, as we have the greatest expertise and team in the region. In addition, we have achieved a level of recognition that allows us to attract developers interested in having us manage their projects. At the end of the year we will open a hotel in the center of Santo Domingo, strengthening our presence in strategic capitals.
Will you focus more on the corporate or cultural segment?
It will be a combination. In cities like Bogotá, where we have a high corporate flow, we also receive travelers who make circuits combining different destinations. In the Dominican Republic, for example, many tourists visit Santo Domingo, the North Coast and Punta Cana in a single trip.
Faranda Hotels has a broad commercial structure. How is it managed?
At our company, we all have a commercial focus, from the directors to the staff at each hotel. We thrive on clients, so it is key to have a balanced, well-trained team focused on sales.
We have a commercial presence throughout Latin America and Europe, participating in international fairs such as ITB Berlin, Fitur in Madrid, World Travel Market in London and Top Resa in Paris. It is essential to be present in these spaces, since Europe continues to be a key market for Latin America.
What are Faranda Hotels' expansion plans?
Our goal is to reach 100 hotels by 2030. Currently, in addition to the 35 operational hotels, we have six or seven projects that will open in the coming months, and another eight or ten scheduled for 2026.
Pre-marketing is essential: we don't wait for opening to sell. We work with an early strategy to ensure that each new hotel has solid occupancy from the moment it opens.
Do you provide training for travel agents?
Yes, we conduct training sessions and make regular visits so that agents can get to know our hotels. We also organize fan trips and have digital platforms that facilitate reservation management.
If you had to define the main characteristics of Faranda Hotels, what would they be?
We have two key lines. On the one hand, boutique hotels, with establishments of between 9 and 40 rooms in privileged locations such as Punta Cana and Cartagena de Indias, with high rates and a focus on exclusive service.
On the other hand, the urban line of Faranda Collection, present in Bogotá, Cali, Barranquilla and Medellín. We will soon open in Bogotá and Santo Domingo, consolidating our presence in large cities with a focus on the corporate and leisure segment.
In addition, we have three hotels in Cancun, where we operate under the all-inclusive model. Although most of our hotels follow the European plan with additional dining options, in Cancun and Cartagena we offer all-inclusive alternatives to meet different market demands.
Do you have a communication strategy to unify the brand identity?
We are working on it. We want the customer to immediately associate the name Faranda with quality and hospitality. To achieve this, we are investing in digital tools and marketing strategies that reinforce our presence in a homogeneous way in all markets.