Sagitario Hotels & GuestPro: 15 years innovating hospitality in Menorca
The leading hotel chain in Menorca has been relying on our technology for more than a decade. The integration of GuestPro PMS closes this circle of trust and mutual learning.
Almost 15 years ago, Sagitario Hotels, which currently has 10 accommodations, chose GuestPro as a technology partner to accompany it in the digitisation of the management of its establishments. During this time, that strategic decision has not only been consolidated, but has profoundly transformed the way in which the chain manages its operations, connects with its customers and projects its brand.
The collaboration between Sagitario Hotels and GuestPro is an example of how technology, when adapted to the customer's reality and not the other way around, can become a real driver of transformation.
With Lluís Triay, general manager of Sagitario Hotels, we explore how technology drives excellence in a family chain committed to Menorca, sustainability and inclusivity, always based on innovation and professionalism.
A new digital showcase: conversion-oriented brand website
The continuous updating of the website has been a key tool in recent years to reinforce theSagitario Hotels brand. Beyond the design, the focus has been on conveying the values that define the group -menorquinity, proximity and authenticity- and on coherently integrating all its assets: hotels, estates and the link with the territory. "Before, we didn't work on the brand. Now our website speaks about us," says Triay.
The result is a visually attractive, conversion-oriented platform that has helped to boost direct sales (currently 20-25%, with a target of 30%) and to strengthen the brand image in an increasingly competitive sector.
Sagitario 's marketing team has also been investing in Google Ads campaigns for years, "investing is essential to improve direct sales and compete with OTAs that invest heavily. Currently, we have OTAs in the first sales position and then our booking engine".
According to Triay, investing strategically and having a team of professionals who are experts in each area is fundamental. The combination of a good organic positioning (SEO) with SEM campaigns becomes a key lever to boost direct sales from the hotel's website".
He also confesses that it is not an exact science, "each hotel, type and area, influences the sales channel".
Regarding the relationship with the big OTAs, Lluís Triay is clear: "We are all partners. We have always considered the OTAs and tour operators as strategic partners who have made a key contribution to our success. Moreover, their role is fundamental to make you known and provide visibility and positioning for your products in such a competitive market. Of course, strengthening direct sales is a priority, but the essential thing is to maintain an intelligent balance between all channels.
Tourperation in Menorca is fundamental to attract clients such as English and German. But always bearing in mind that each hotel is different, "in a 30-40 room hotel you won't use the same distribution as in a 240 room hotel, our job is to adapt the distribution to each product".
A unified PMS throughout the chain
Currently all Sagitario Hotels establishments, except for the two in Ciutadella that will do so at the end of the season, operate with the GuestPro ecosystem. The total integration of the PMS has made it possible to centralise processes, streamline operations and offer a coherent, quality experience in each hotel.
According to Lluís Triay: "The integration has meant a leap in the automation of daily tasks. Now it is much more dynamic, the data part is very precise in terms of reports. Revenue as well. In all areas we have scaled up, improved all departments and, without a doubt, it has greatly improved the day-to-day".
The one who has benefited a lot from the change is the reception department: "We came from an outdated PMS in terms of graphics and functionalities. Now we have a young and more dynamic tool", they tell us from Sagitario.
Another department that, according to Triay, has benefited is revenue management: "revenue management is one of the areas that I most enjoy in my work, and in which I have always been actively involved, GuestPro makes this job much easier. The reports and the revenue module make the day easier, it offers a very easy data analysis. And in terms of revenue, billings, comparisons... everything has improved.
We are aware that making such an important change as PMS in a hotel chain involves learning, work and a period of adaptation. In the case of Sagitario Hotels, it has been done in phases from hotel to hotel to facilitate adaptation. "At the beginning we had to familiarise ourselves with the new tool and this is always a bit difficult in the first few days. But the environment is very visual and it ended up being easy. Change is always difficult and there is always room for improvement.
Lluís Triay: "fewer clicks and more time for customer service".
The DNA of Sagitario Hotels is deeply rooted in traditional hospitality, that which focuses on taking care of the holiday customer in detail. A guest who arrives eager to discover Menorca and especially values close, warm and human attention: "we accompany them to get to know the hotel, show them the services available and offer them authentic recommendations for exploring the island".
In this sense, "technology offers us a good digital ecosystem that facilitates daily management and makes things easier to have a more direct contact with the client", stresses Lluís Triay.
The importance ofner a good technological partner: an alliance that transcends the commercial aspect.
For Sagitario Hotels, technology is not just a tool: it is a means to continue growing in a sustainable, professional and authentic way. And it is this shared vision that has made a smooth collaboration with GuestPro possible.
"We are not just looking for a technology provider, we are looking for a partner that understands what we are and helps us to improve without losing our identity", concludes Triay.
Over the last few years, the chain has been adding technology to the management of its hotels to the point that, for example, at Gran Sagitario everything is digitised, they can control temperatures, machines, consumption... This means that their hotels have an A rating in energy efficiency.
Sagitario and GuestPro have grown hand in hand, with an alliance of nearly 15 years. "The relationship is close and collaborative, for example, if we have needed a list adapted to our structure, GuestPro has provided it. This adds value to the company and to the business relationship, that the technology partner listens to you and listens to you; GuestPro is one of the only ones that does this. And what's more, we agree with the Menorcan way of doing things, we are neighbours", says Triay.
About Sagitario Hotels
Working and talking to Sagitario Hotels makes it clear to us that it is much more than a hotel chain: it is a family project deeply rooted in Menorca, which stands out for its hospitality, agricultural tradition and responsible innovation. This family business integrates its own production - meat, cheese, sausages, fruit and vegetables - which it supplies directly to its hotels and other restaurants, creating an innovative bridge between the primary and tertiary sectors.
In addition to its firm commitment to sustainability, the group is growing with new projects such as Sagitario Marítim, a 110-room urban hotel planned for 2027 in Ciutadella. At the same time, they continue to develop real estate projects, manage their agricultural estates and cheese dairies, and have recently opened their own meat distribution company.
With nearly 300 employees between hotel, countryside, construction and food production, Sagitario Hotels is an example of how respect for the territory and local commitment can go hand in hand with business growth. Each stay in its hotels is also a way of contributing to the preservation of the landscape, the trades and the identity of Menorca.
Conclusions: technology with purpose
Sagitario Hotels demonstrates that it is possible to innovate without renouncing one's roots, combining technology and tradition to offer authentic and close hospitality.
Its commitment to self-sufficiency and local produce turns each stay into a genuinely Menorcan experience.
Its history of collaboration with GuestPro demonstrates that technology, when applied with vision, can empower without compromising the essence. A collaboration that has harmonised innovation, tradition and authentic hospitality.
