Hugo Rovira has been the Managing Director, leading 174 NH hotels in Spain, Portugal, and Andorra since 2013. His job is to establish the unit’s strategic lines, define product policies and set targets.
The director has worked for the company for many years, first as the regional director for Catalonia and Aragon, and later as the commercial director.
Prior to this, Rovira was the vice president of global sales for several years at Meliá Hotels International.
Throughout his career, Rovira has always been known as someone who sees innovation as the key to the company’s success. He aims to offer guests an experience with “zero bad experiences” and “consistency in service”, meaning the hotel chain is not affected by the “the large number of sites where customers can express their opinion about hotels, and are not shy about doing so”.
He claims that his high standards of conviction are based on knowing “the customer’s behaviour very well and the things they always do”. For example, he says that it’s “studied” that the first thing a customer does after entering the room is to “leave the bags, go to the window and then go straight to the bathroom”.
There are also specific key points that greatly help how guests see their stay like “a bed better than the one they have at home and high-speed Wi-Fi”, and the director says these are details that “cannot be overlooked”.
The lack of improvisation is another factor that Rovira considers crucial when it comes to avoiding incidents, and he’s firmly committed to maintaining a series of basic standards that “must never be changed”.
Regarding restaurants, Rovira signals the current and progressive change in the idea of “not eating in hotels” because they were seen as “expensive and bad quality”, and he’s been fighting against this hypothesis for years by seeking professional advice from prestigious chefs.
He finishes by saying that although we’ve seen huge growth in the number of tourists visiting Spain in recent years, “the real battle begins now in the fight for quality tourism, not just volume”.
