A handpicked collection of independent, luxury hotels in Spain has launched to the UK trade, giving agents access to an exclusive portfolio, which is rooted in history and authenticity.
With just eight to 50 rooms apiece, many of the properties lack the resources to build international visibility on their own, but as part of Authentic Heritage Collection, they have a stronger collective presence.
Founder Rafael Perez Navazo launched the portfolio in 2021, and for the first time, he’s come to the UK to meet with prospective trade partners.
Perez Navazo says: “Travel agents will be very important for us. We’re well known in Spain and now it’s time for us to go international and make the next step.”
Travel Counsellor Alison Nicholls attended the launch event, and says: “Each of the stunning properties in this collection are so unique yet with a common thread, which is their passion for authentic experiences. Spanning from Cantabria to Cadiz via Ibiza, each offers something truly special.
“I can’t wait to start talking to clients about the wonderful stories behind the 10th century monastery, the historic palaces and converted mill that have been so lovingly restored. The commitment that they all share to supporting their local communities is something I truly value from a partner.”
The Authentic Heritage Collection works on a commission model. Agents can access information and advice for free from Perez Navazo and his team, and should they go ahead and book the hotel for their clients, hotel members guarantee to pay travel consultants 10% commission.
“This is a very special product,” says Perez Navazo, who has personally stayed in all 14 properties. “These properties are picked for their authenticity, heritage and gastronomy, and to sit down in one of these hotel lobbies, is like time travelling.”
The collection includes La Casa del Presidente in Avila, a former private residence of Spain’s first democratically elected prime minister; Casa Palacio Maria Luisa, a restored 19th century palace, which was formerly Jerez Casino and a gathering place for the city’s aristocracy; and Molino de Alcuneza, a converted 15th century stone flour mill, in Castilla La Mancha, about an hour from Madrid.
Geographical coverage across Spain from non-competing properties is very important to Perez Navazo’s mission. The collection does not currently feature a property in Galicia, but he maintains, “we know the hotels there and we are in conversation with a few of them – we will wait as long as it takes. There is no plan B when we have a hotel in our sights.”
On the flip side, he also says that the collection attracts interest from hotels that don’t meet the strict criteria: “It’s the most difficult part, telling an owner, your hotel is good, but it’s not good enough,” he says.
Future plans for Authentic Heritage Collection include itinerary planning tools, to provide recommendations for restaurants and experiences for guests staying in and travelling between properties, and a members club offering extra loyalty benefits for guests.
Perez Navazo also plans to attend more trade shows to spread the message about these properties. “Word of mouth works very well for us,” he says. “We're not mass market and we're not looking to convert bookings. We want our customers to know where they are going.”
