Aromar Hotels & Restaurants, a family-run group on Spain's Costa Brava, has selected Cloudbeds as its technology partner for a portfolio-wide upgrade. The move covers the company's three properties and marks a deliberate step in its ongoing modernization strategy, which aims to blend digital efficiency with the group's tradition of personalized service.
After reviewing several property management systems, Aromar chose Cloudbeds for its integrated, scalable architecture. The platform will handle property management, events, reporting, and guest-facing tools, while its open API allows the group to plug in specialized solutions as needs evolve.
Iván Todorov Ivanov, CEO of Aromar Hotels & Restaurants, said the objective goes beyond replacing a legacy PMS. "Our goal is not simply to implement a new PMS, but to continue evolving the way we manage our hotels, improving operational efficiency, strengthening direct sales and making our teams' day-to-day work easier," he explained.
Technology as a service enabler
Cloudbeds' suite includes digital check-in, guest messaging, and an AI chatbot, all designed to smooth the guest journey. The vendor's channel manager and booking engine are expected to increase direct bookings, reducing reliance on third-party channels.
Rafael Blanes, Chief Growth Officer at Cloudbeds, emphasized the fit with Aromar's customer-centric ethos. "Aromar has spent 60 years building that instinct," he said. "Our job is to put the data and the distribution reach behind it so they can deliver a great experience more often."
The partnership reflects a broader trend among independent hoteliers in Southern Europe, who are adopting cloud-based tools to compete with larger chains. For Aromar, the shift is also about freeing staff from administrative tasks so they can focus on guests—a priority for a group that prides itself on personal attention.
Cloudbeds, which serves more than 20,000 properties globally, has been expanding its footprint in Spain and Portugal. The company's platform is used by a mix of boutique hotels, hostels, and vacation rentals, and its recent product updates have focused on AI-driven revenue tools and enhanced connectivity.
Aromar's decision follows a competitive review of vendors, with the group citing Cloudbeds' modern interface and ability to scale across its properties. The rollout is already underway, with full deployment expected in the coming months.
For travel professionals watching the hospitality tech space, this deal underscores the growing importance of integrated systems that can support both operational efficiency and guest personalization. As more independent hotels seek to modernize without losing their identity, partnerships like this one are likely to become more common.
Related reading: Le Méridien Saigon's high-tech ballroom upgrade shows how venues are investing in event technology, while Agoda's tech-driven tourism partnership highlights the role of data in destination marketing.
