Puro Management Helps Greek Hotels Become Emblematic and ‘Tell’ their Story
Puro Management Agency plans to expand its portfolio with the addition of new “emblematic” hotels in Greece and abroad, according to the company’s founder and CEO, Federico Santos.
A company that offers revenue management services to Greek hotels, Puro Management currently has 48 units in its portfolio in some of the most popular destinations in Greece. Most of the hotels in Puro’s portfolio are either small properties, family-owned units or belong to entrepreneurs that decided to invest in hospitality and are new to the market.
“We want to help each hotel create a unique identity – something that we achieve not only through revenue management, but also by drawing up a long-term strategy for each unit,” Santos said while presenting the company’s overall concept to the press during a recent briefing.
Puro: A hotel can become its own destination
Puro Hospitality Management offers a wide range of personalized services, spanning from sales, marketing, and operational consulting, to concept positioning, strategy, and financial planning, constituting a valuable business partner to its clientele.
“Our core belief is that a hotel can become its own destination and landmark… This is how the market is evolving… It is no longer enough to just have a 5-star hotel and increase its average daily rate and occupancy,” he said.
Aiming to “disrupt the staus quo” and take hotel services to the next level, Puro collaborates with other companies that specialize in providing specific services to hotels, such as overall concept, branding, storytelling, digital marketing, architecture and PR.
“Our philosophy is to have a portfolio that will include hotels that are not just accommodation units, but are emblematic destinations that offer life experiences… A hotel should offer more than just a place to stay. All hotels, regardless of size, have something special, they each have their own ‘treasure’ to be discovered and shared,” Santos highlighted.
Puro Management was founded in 2020, two weeks before the Covid-19 pandemic shut the world down. Despite the difficult period, Puro managed to stay afloat and today boasts a portfolio, which initially launched with 12 hotels, of almost 50 hotels in destinations including Mykonos, Santorini, Tinos, Paros, Koufonisia, Patmos, Crete, Peloponnese, Athens and Evia.
Today, three years after its debut in the Greek market, Puro has recorded a growth rate of 195 percent.
“We want to expand to other popular Greek destinations where we don’t have a presence so far, such as in the Ionian and Halkidiki,” said Santos, pointing out that the company’s new projects concern hotels on the islands of Paros and Syros.
Puro Management also has a presence in Cyprus and from next year will expand to Milan and Marrakesh.
According to Santos, the turnover of the hotels in Puro’s portfolio in terms of room sales alone is at 25-27 million euros per year.
“Our ultimate goal is to maximize the results of the hotels and their total income,” Santos said and gave a few examples of hotels that saw remarkable results after partnering with Puro.
Case studies
– Antony Suites, Naxos: “Antony Suites”, a small boutique hotel on Naxos, was originally named “Antony Apartments”. Following a rebranding process and a successful marketing stratgy, “Antony Suites” saw its net Average Daily Rate (ADR) rise from 87 euros to 188 euros, while 89 percent of its guests now come from the upscale market of the United States.
– Aeolis, Tinos: Aeolis was a traditional boutique hotel on Tinos that initially had 11 rooms and mainly attracted a Greek clientele. Today, following a partnership with Puro, the hotel has been transformed into an emblematic luxury boutique hotel with more than 40 rooms and attracts mainly an international audience (85 percent of its guests are from abroad).
– The Wild Hotel by Interni, Mykonos: Located in Kalafati, the hotel was overshadowed by a number of established brands on Mykonos in the hotspots of Psarrou and Ornos. After positioning the hotel in the luxury boutique hotel market and carrying out a successful promotional strategy both offline and online, The Wild Hotel by Interni has maximized its revenue.
The majority of the hotels in Puro Management’s portfolio are seasonal (five are open all year round) and located on the Greek islands.
Moreover, according to Santos, Puro has managed to maintain 98 percent of its initial customers who started working with the company since its launch in 2020.
“We work closely with our clients to boost the growth potential of their businesses, focusing on every aspect of the guest experience… We analyze each business to determine what makes it stand out from the competition and thereby help it create a unique identity,” he added.