Room00 Group has announced the launch of "by Room00", its fifth commercial brand, conceived to give its own identity to the accommodations that are being incorporated into its portfolio while they go through the renovation and repositioning process prior to their integration into one of its four main brands (Room, TOC, Select and Letoh), according to the company reported this Tuesday.
This new brand emerges amid a phase of intense expansion of the tourist accommodation platform in southern Europe.
At the moment, the group operates 35 properties in operation, has 50 projects underway and exceeds 5,000 rooms distributed across Spain, Portugal and Italy.
In addition, the company plans to complete more than 30 new acquisitions over the next 12 months.
The "by Room00" brand starts with an initial portfolio of seven assets located in Madrid, Barcelona, Granada, Oporto and Rome.
The CEO and founder of Room00 Group, Ignacio Requena, has explained that each asset added to the group's perimeter needs a period of adaptation both technically and operationally.
"Becoming a Room, a TOC, a Select or a Letoh requires time and dedication; with 'by Room00', both guests and teams know from day one that they are part of the platform," the executive emphasized.
Unlike the rest of the brands in its portfolio — aimed at specific niches such as high-end 'hostels' or 'boutique' hotels —, "by Room00" will operate transversally, integrating different types of accommodation (hotels, 'hostels' and apartments) regardless of the management model.
Founded in Madrid in 2012, the company currently adds more than 80 properties between operational and in development in southern Europe, supported by a model based on central locations and high operational flexibility.