Blau Parent Roxa Hospitality Launches Two New Hotel Brands

Bruce Parkinson, Open Jaw

Palma, Mallorca-based Roxa Hospitality, the hotel management company that operates the Blau brand with properties in Spain, Cuba and the Dominican Republic, has announced the names, logos and concepts of two new hospitality brands.

The new brands are part of  an ambitious development plan for the 30-year-old company, which will consider projects in lease, management and franchise with their own brands and white label management. It says this will make the company more flexible when analyzing a project in order to allocate it to one of these three options. 

Fit Hotels: A new lifestyle brand 

Fit Hotels has been created for those who love sports, wellness, fighting stress and disconnecting during their trips.

Designed to attract urban hotels or resorts, Fit Hotels will be equipped to host short or long stays and may offer coworking spaces within their facilities, opening public spaces to the local community. Fit Hotels will be a bleisure-oriented product, designed with the latest trends and state-of-the-art technologies to maintain a healthy life, stress-free and full of wellbeing.

Sigillum Signature Hotels: For properties with their own personality

Sigillum Signature Hotels aims to become a collection of hotels with their own personality; urban hotels and resorts selected for their singular architectural features, exclusively for those leisure travellers who like to find an oasis where time stands still in their destination.

Sigillum promises a mix of personalization and service, with Integrated and comfortable spaces, local gastronomy, comfort technology, attention to detail, discretion and authenticity. 

The Las Caldas complex in Oviedo in northern Spain’s Asturias will be the first one to make the brands created for the management company a reality and hence will be their flagship. 

It currently has two hotels: Gran Hotel Las Caldas Wellness Clinic and Hotel Las Caldas Spa & Sport, which from mid-2020 onwards will become Sigillum Las Caldas and Fit Hotels Las Caldas, respectively. 

The refurbishment and reopening dates are yet to be announced, but they are expected to be finished by the second quarter of the year.

Bruce Parkinson

Bruce Parkinson Editor-in-Chief

An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.