Ivar Yuste
Company: PHG Hotels & Resorts
Position: Partner
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.
Hotel Investment Video Podcast
Ivar Yuste hosts a video podcast in Youtube and Spotify about hotel investment, development, management and strategy in Spain and EMEA.Spain is one of the most active hotel investment markets in the world. For international investors — family offices deploying capital into Southern Europe, funds evaluating entry strategies, or asset managers with existing Spanish portfolios — navigating this market requires local expertise that goes well beyond publicly available data. This podcast is built around that knowledge gap.
Each episode of the podcast is a candid conversation with a senior practitioner operating at the intersection of hospitality and real estate investment: brand executives, hotel operators, developers and dealmakers who understand the Spanish and broader EMEA market from the inside.
The investment podcast publishes monthly. Most episodes are recorded in Spanish for the Spanish speaking markets. Others are conducted entirely in English for an international audience.
To access the latest list of published episodes in English click here.
Expertise
Strategic hotel advisor for hotel owners and investors. Tourism & travel expert.
Professional Memberships
Ivar Yuste is currently Vice President at The International Society of Hospitality Consultants (ISHC).
Speaking Engagements
- The International Hospitality Investment Forum (IHIF EMEA) - https://www.ihifemea.com
- The Atlantic Ocean Hotel Investors' Summit (AOHIS) - https://aohis.co
- The Hospitality Real Estate Forum - https://plannerexhibitions.com/en/hospitality/
Articles and Publications
- Spanish Hotel Market Opportunities video: https://youtu.be/J5uzxXwFMPk?si=O4ciGmr5CcOeyd0G
- Hotel Repositioning: Unlocking Asset Value: https://www.linkedin.com/pulse/hotel-repositioning-unlocking-asset-value-ivar-yuste-vabcf
- How to Buy a Hotel in Spain: https://www.linkedin.com/pulse/how-buy-hotel-spain-ivar-yuste-9se7f
- Spain’s Hospitality Surge: A Perfect Storm of Demand, Capital, and Opportunity: https://www.linkedin.com/pulse/spains-hospitality-surge-perfect-storm-demand-capital-ivar-yuste-29e6f
- Regulatory Chaos Fuels Extended-Stay Success: https://www.linkedin.com/pulse/regulatory-chaos-fuels-extended-stay-success-ivar-yuste-bxz4f
- Solving Overtourism, A Practical Guide: https://www.linkedin.com/pulse/solving-overtourism-practical-guide-ivar-yuste-o0fqf
- Madrid's Luxury Hotel Boom Ignites Rival Upgrades: https://www.linkedin.com/pulse/madrids-luxury-hotel-boom-ignites-rival-upgrades-ivar-yuste-6mpgf
Education
Ivar Yuste holds an MBA from The University of Chicago and a Hotel Investment and Financing Diploma by The University of Cornell.
