Jorge Melero

Jorge Melero - CEO, Libertador Hotels, Resorts & Spas

Since my childhood I dreamed of working in grand hotels and I have achieved that dream and in fact I have surpassed it.

The future is vivid and filled with more expectations. In my hometown of Bilbao, once out of High School entered the University in the area of hospitality and later achieved my Master’s degree which afforded me the opportunity to continue my studies and expand my knowledge of the business climate. However, the best was yet to come.

In 1992 I had the honor of being associated with a dynamic company with 19 hotels in Spain where we created an innovative business model. With a clear vision we were able to increase our portfolio with NH Hotels within 5 years to 90 hotels with in Spain and one year later we opened our 100th Hotel. Now was the time to broaden my horizons and in 1998 I moved to Argentina as the first expatriate with in NH Hotels.

My aim was clear; I needed to replicate the successful business model from Spain. Within the next 4 years we opened 10 Hotels in Argentina, Chile, Uruguay and Brazil. Eventually we expanded to Mexico where we were successful in adding an additional 8 hotels to our portfolio, through new acquisitions 12 years after starting with NH Hotels we went from 19 hotels to more than 250 hotels in more than 10 countries. We were the market leaders in Argentina, Holland, Spain and Germany and we opened our first Hotels in Italy. It was time for a new challenge, just to embark on a project that was attractive because gathered entrepreneurship and corporate environment with an idea: the company transformation; a challenge which I embraced with enthusiasm. These past 12 years in Peru have been the most influential and rewarding of my entire career. I am responsible for and over seea portfolio of 9 hotels representing 6 internationally acclaimed brands and more than 2,000 associates. My team and I, were and are still focused on transforming the chain from a local company in secondary markets to one with more strength and presence in cities such as Lima and Cuzco with vision of further growth in South America.

Some important and impressive numbers which are a result of this transformation and vision are 19m to 120m in total revenue, 6m to40m (2019 estimate) in Ebitda. We pride ourselves in being the leader in the luxury market with the largest amount of Hotels, as well as the leader in overall quality indexes in the markets where we operate hotels. With innovation, talent and sustainability as our pillars, these allow us to be the leader in the region and afford us the opportunity to continue our growth not only in Peru but in SouthAmerica.