'The great challenge for the hotel industry is to satisfy new experiences with infrastructure and security': Hoteles Estelar
Miguel Díez, president of Hoteles Estelar Photo: Courtesy
TL;DR
- Hoteles Estelar saw a 5% increase in sales in 2025 and achieved an occupancy rate of 64%, exceeding the national average.
- The company is diversifying its offerings to include gastronomic, entertainment, and wellness services, moving beyond traditional accommodation.
- Expansion plans include new ventures in emerging destinations such as Ambalema and the Llanos Orientales, focusing on heritage and authentic experiences.
- Hoteles Estelar emphasizes the importance of partnerships with local actors to complement the in-hotel experience with external activities.
- Key challenges for the hotel industry include adapting to traveler demands for new experiences, personalized service, robust infrastructure, and enhanced security.