PHG!

HOTELS & RESORTS!

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 PHG

•  In January 2009, Javier Torres and Ivar Yuste

founded Professional Hospitality Group, S.L. in Spain

•  In 2011 they created PHG Hotels & Resorts as
a consulting firm specialised in hotel & resort asset
advisory services

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 The challenges
•  It is still complex to carry out transactions with hotels and other
asset classes. This is mainly due to the fact that:

–  Seeking financing remains challenging

–  Circumstances are not conducive to investment funds and other family
offices processing transactions at the same speed as before

–  The current tourism model and consumer trends have evolved in the last
two years, affecting the way small and large companies assign their travel
budgets and their capital investments

•  Some of the investments that a few years back promised
attractive returns have now turned into liabilities in the balance
sheet

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 The opportunity
•  This is the time to take decisions that will allow your firm to
strengthen its balance sheet and grow when the economic
cycle picks up again

•  The current phase of the cycle presents opportunities to
consolidate favorable positions with hotel owners such as
sale & management back or sale & lease back transactions

•  Investment and divestment opportunities are starting to
appear

•  You can take advantage of our 40-years combined experience
in financing, investment and asset management operations
with banks and investment funds in EMEA and the Americas

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 The solution
•  We follow a ‘boutique’ philosophy. Our founding partners take a down
-to-earth and agile business approach no longer on offer by large
consulting groups. These two factors are essential to achieving successful
deals in the present economic environment

•  PHG’s team can offer your firm specialised experience in the hotel, real
estate and capital markets

•  We acknowledge that the best way to align your needs with our
resources is to turn our firm into an extension of your company, i.e. we
can become your asset management, development or executive arm

•  But we would rather be more than just advisors to your company. We
enjoy putting together creative solutions and becoming partners of our
clients

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Our services

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Our values

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THE TEAM

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Javier Torres – Partner
• Javier has been the Hotel Investment Officer for Spanish real estate Group Metrovacesa
for the past 15 years, participating in the acquisition and management of more than 40 hotel
properties in Spain and France. Javier has been responsible for the roll out and management
of the first Holiday Inn franchises in Spain. Metrovacesa is listed in the Spanish stock
exchange.
• Prior to this, Javier has held a number of executive positions in a variety of groups: Chief
Operating Officer and Advisor Partner for DAGUFER, an advisory company with clients in
the construction, banking and real estate sectors, Hotel Investment Officer for Riu Hotels
& Resorts, Managing Director and Operations Director for Iberotel, a hotel chain with
more than 30 properties in Spain, Turkey and Tunisia and Managing Director of Hotelera
Dianense (HODISA).
• Javier has also been General Manager at numerous properties for the hotel chains Sol
Meliá and Hotasa, and General Manager of two hotel properties with a casino. Javier has
held credentials for 10 years from the National Gaming Commission.
• He is currently responsible for the Asset Management and Investment area of PHG, both at
hospitality level an at shared ownershp level. He participates very actively in management
and quality control aspects of the operations deployed by PHG. His latest achievement has
been to leverage his banking experience to launch a Hotel Recovery Services practice oriented
towards the support of financial institutions in the recovery of hotel assets acquired through
mortgages.
• Javier is a very respected and well known speaker at hotel investment conferences in Spain.

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Ivar Yuste – Partner
•  Ivar has held several business development roles in the travel & hospitality space in
Europe, North of Africa, Middle East, Asia and Latin America. Recently, he was Managing
Director of Corporate Development and Member of the Executive Committee at
BlueBay Hotels & Resorts, the hospitality division of the Marsans Group, the
largest tourist conglomerate in Spain.
•  In his development role, Ivar was instrumental in the growth of the 4 & 5 star brand
BlueBay Hotels & Resorts in the Mediterranean and Latin America as well as in
the creation of the vacation club, BlueBay Vacation Club in America and Europe.
•  Previously he was Director of Business Development in EMEA with RCI (Resorts
Condominium International), NorthCourse Leisure Real Estate Solutions and
Hotel Dynamics, three companies under the Wyndham Worldwide umbrella.
Wyndham Worldwide is the world’s largest hotel franchisor.
•  In his role as Director of Business Development with RCI in EMEA, Ivar has
supervised the largest resort operations in Europe. He has also performed consulting
work for the evaluation of vacation ownership business models with established hotel
chains and real estate groups in Spain and France.
•  Ivar has also worked in business and operations development functions for companies
such as SITA, Sabre, Spanair and Continental Airlines. He is a speaker at hospitality
events and is fluent in French, Spanish and English. He holds an MBA from The
University of Chicago Booth School of Business.

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PHG!
HOTELS & RESORTS!

www.phghr.com