By Pedro Ardón
El Inmobiliario
SANTO DOMINGO – The tourism boom in the Dominican Republic continues to drive the arrival of new business models that strengthen the industry and seek to attract new visitor markets. Hospitality is key in these sectors, and for this reason, new brands have set their sights on Quisqueya La Bella (the Dominican Republic), bringing new attractions to an increasingly demanding clientele.
Yurbban Hospitality Group, a Spanish hotel chain, is one of the new companies that has started operations in the Dominican Republic, promising to offer a high-quality hotel experience, focusing on a unique concept of lifestyle and boutique hotels that move away from the traditional all-inclusive resort model.
In an interview with El Inmobiliario, Manuel Higuera, partner and expansion director of the brand, detailed the company's plans to consolidate its presence in the Caribbean, highlighting the opening of new hotels in key destinations such as Punta Cana and the country's capital, Santo Domingo.
The Dominican Republic, which has experienced significant growth in tourist numbers since 2021, represents a strategic market for Yurbban Hospitality Group. According to Higuera, the chain's expansion in the country is driven by the tourism boom, especially in the boutique and lifestyle hotel segment, which seeks a more personalized and sophisticated experience.
"We are very excited to be part of the tourism growth of the Dominican Republic, a destination that has shown enormous potential to attract international tourists," Higuera commented.
Manuel Higuera. Fidel Pérez/El Inmobiliario.
The brand has finalized several deals in the country, beginning with the operation of the Oceana Splendor By Wyndham boutique hotel, recently announced by Noval Properties. In addition, the chain plans to open an aparthotel in Downtown Punta Cana, in a development by the Noriega Group that will feature 109 units.
Manuel Higuera also emphasized the importance of having an experienced operator for projects of this kind: “Investors are increasingly informed and are looking not just for a brand, but for an operator that guarantees the return they expect on their investment. We specialize in the direct sale of hotel nights, which allows us to maximize profits for the owners.”.
“The fundamental difference between Yurbban Hospitality Group hotels and other options in the Dominican market lies in the experience we offer. Yurbban hotels operate under the international standards of brands like Wyndham, ensuring that guests enjoy five-star service. Furthermore, our management encompasses all operational aspects, from facility maintenance to the operation of restaurants and bars, guaranteeing optimal performance of the properties,” he continued.
A key aspect of the Spanish group's business model is its commitment to training local staff. Although the company will send a small team of experts from its offices in Barcelona and Miami to share its corporate DNA, the majority of the team will be local.
“The Dominican Republic has a high-quality tourism workforce, and we are confident that, with the right training, they will be able to meet the highest quality standards,” Higuera added.
Yurbban Hospitality Group projects significant growth in the region. According to Higuera, the lifestyle tourism market in the Caribbean is booming, and new generations of tourists, especially from the Americas and Europe, are seeking more exclusive and unique experiences beyond traditional all-inclusive resorts. "In the coming years, we expect to see a doubling of the number of tourists visiting the country. We are here to be part of that growth," Higuera concluded.
