Ivar Yuste

Bio

Ivar Yuste is the founder and sole partner of PHG Hotels & Resorts, the leading independent boutique hotel advisory firm in Spain, established in 2009.

He has been a member of ISHC since 2016 and currently serves as President of the Society. He is the only ISHC board member based in Spain.

PHG advises hotel owners, investors, family offices, investment funds, real estate groups and financial institutions across the full asset lifecycle — from feasibility studies and operator selection to asset management, strategic advisory and hotel transactions. PHG has advised over 200 hotel projects across Spain, Morocco, France, the UK, Portugal, Cuba, Mexico, Colombia, Brazil and the United States.

Prior to founding PHG, Ivar served as Managing Director of Corporate Development at the hotel division of Marsans Group — Spain's largest travel conglomerate — with operations in Spain, Dominican Republic, Mexico, Cuba and Morocco. He also held the position of Director of Business Development EMEA at Wyndham Worldwide, at the time the world's largest hotel franchisor.

Ivar is a regular moderator at IHIF EMEA, The Hospitality Real Estate Forum in Spain and AOHIS, a contributor to Tourinews, Hotels Magazine, Hospitality Investor, CoStar News and a frequent commentator in Spanish and international media including Antena 3, El Confidencial and France 24.