Ivar Yuste

Bio

Ivar Yuste is the founder of hospitality consulting firm PHG Hotels & Resorts, the leading boutique hotel advisory firm in Spain.

Ivar joined The International Society of Hospitality Consultants (ISHC) in 2016 and is based in Madrid. He is probably the most respected independent hotel & tourism advisor in the Iberian market. Ivar is a reference expert in the hotel sector, a frequent speaker at hospitality industry conferences and very often quoted by domestic and international media.

Independent hotel consulting firm PHG was established in 2009 and advises hotel owners and investors on strategy, business and financial aspects of any type of hotel assets, at any given stage of the life cycle of the asset. PHG works mostly in Spain but has worked in other markets such as Morocco, UK, France, Portugal, Colombia, Cuba, Brazil, Mexico, US, etc.

PHG clients include individual hotel asset owners, real estate groups, construction companies, investment funds, family offices, banks, insurance companies, REITs, sports companies, trusts, theme parks, government administrations, etc.

Some of the services provided by PHG include:

• Hotel transactions & leases
• Hotel operator and brand search & selection
• Feasibility and market studies
• Hotel asset management services

Ivar Yuste has decades of experience in the travel & hospitality space. Prior to founding PHG, Ivar has worked for groups such as the hotel division of Marsans (largest Spanish travel conglomerate ever) in Spain, Dominican Republic, Mexico, Cuba and Morocco, holding the position of Managing Director Corporate Development. Also, Ivar has worked for Wyndham Worldwide, the largest hotel franchisor in the world, as Director of Business Development in EMEA, and for travel tech companies such. as Sabre and SITA, amongst other companies.