ActivumSG appoints head of Spanish hotels strategy

ActivumSG (ASG), a firm targeting special investment opportunities in select European real estate markets, has appointed Luis Miguel Martín as managing director.

According to ASG, Martín is charged with growing its funds’ Spanish hotel portfolio beyond its five ongoing investments with a projected end value of around €500 mln.

'Luis Miguel is an important addition to our executive team as we look to grow our investments in Spain’s flourishing hospitality sector,' said Brian Betel, managing partner of ASG Iberia.

'His 35 years of hotel industry experience will be invaluable as we look to fill the gaps in the millennial-style, select service and luxury full-service segments of the Spanish market,' Betel added.

ActivumSG funds currently own four hotel projects to be operated by Hard Rock International (Barcelona and Madrid), Hampton by Hilton (Barcelona) and Marugal (Málaga) as well as a fifth hotel already operating in Barcelona. Martín will oversee the portfolio representing a total of 1,200 keys, while leading its expansion.

He joins ASG Iberia from Azora Capital, where he worked for a decade on a variety of hotel strategies, including turn-arounds and insolvency restructuring plus assembling the portfolio of Hispania, the listed real estate investment trust specialized in Spanish hotels.

Martín said: 'I’m looking forward to joining an ASG team that is making its mark in the Spanish market with a creative approach to hotel investments.

'This is exactly what’s needed as Spain goes from strength to strength as a destination for leisure and business travelers. We’re currently looking at various city center and resort opportunities ranging from building conversions and developments to distressed situations and modernizing family-owned hotels.'

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