ActivumSG Appoints Head of Spanish Hotels Strategy to Grow €500 Million Portfolio

22nd October 2019

Jersey, U.K., October 22, 2019 – ActivumSG (ASG), which targets special investment opportunities in select European real estate markets, has appointed Luis Miguel Martín as Managing Director charged with growing its funds’ Spanish hotel portfolio beyond its five ongoing investments with a projected end value of around €500 million.


Brian Betel, Managing Partner of ASG Iberia, said: “Luis Miguel is an important addition to our executive team as we look to grow our investments in Spain’s flourishing hospitality sector. 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.”


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 began his career at Arthur Andersen, training as an accountant and joining its Tourism and Hotels team. After six years he moved to Starwood Hotels and Resorts, where he was involved in every aspect of hotel investment and management. He was part of the team that built up a portfolio of 30 hotels in Portugal and Spain and in a separate role oversaw more than 180 hotels as EMEA Vice President for finance.


Luis Miguel 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.”