Operatingwith excellence, creatingvalue at every step
Sonesta Osorno - Chile
Park Lake Villarica - Chile
Radisson Guayaquil - Ecuador
Four Points Sheraton
Tequendama Bogotá - Colombia
Irotama Santa Marta - Colombia
GHL Capital Bogotá - Colombia
Bastion Cartagena - Colombia Sheraton San José - Costa Rica
Mercure Lima - Perú
Hyatt Centric Ciudad de Guatemala - Guatemala
GHL, a leadingmulti-brand hotel management company in Latin America, recognized for delivering exceptional guest experiences and outstanding financial performance
Scale & Reach
Manages 63 hotels across 9 countries with more than 7.600 rooms
Tech-Enabled
At GHL, we harness technology to strengthen our operational and financial performance, empower talent development and trainingand maximize the impact of our digital marketing, distribution channels and social media presence
Track Record
Founded in 1964 in Colombia, GHL is the leading multi-brand hotel management company in Latin America
Manages hotels for 5 of the world’s most recognized hotel chains, delivering exceptional experiences for guests
GHL boasts a seasoned executive team that brings together six decades of hospitality excellence and a sharp strategic outlook
With over 60 years of experience, GHL has expanded its presence in the region
63 hotels 9countries +7.600rooms
operates across various hotel segments
According to propertytype and market:
GHL’ s model is crafted to maximize ownerreturns by delivering exceptional guest experiences, operational excellence, and strategic flexibility
Alignment with owners:
1
3
Performance-based management fees: A model focused on optimizing the GOP margin to enhance owner profitability
2
Versatile ownership experience: Proven experience managing hotels under various ownership structures (individual investors, investment funds, and trusts)
4
Brand flexibility and optimization: Strategic brand selection to maximize ROI, considering market, location, and competition
Accor, Marriott, Hyatt, Sonesta, Radisson
Technical assistance in development and upgrading: Experience in new project development and property modernization, with a long-term value generation
GHL delivers sustainable results over time
01
Leadershipin revenue generation: Revenue Generation Index (RGI) 7.4% above the competitive market average
04
Team commitment: Employee satisfaction NPS above 85%, driving a motivated and high-performing team
02
High-profitability portfolio: GHL’s portfolio maintains a GOP margin above 40%, reflecting operational excellence and financial efficiency
Real-time performance monitoring: Daily tracking of over 100 operational indicators, enabling agile and strategic decision-making
+2024 Numbers
The hospitality eco-system recognizes
GHL’s Value Proposition
Employees Owners Brands
Commercial capabilities
"GHL has the advantage of a well-established commercial team across multiple cities, managing corporate accounts with excellence, vision and precision"
Portfolio
"GHL boasts a diverse and comprehensive portfolio of both international and proprietary brands, excelling in everything it does"
Talent management
“The company’s commitment to talent management has provided valuable growth opportunities, allowing me to develop my skills and contribute to the team’s success”
Commercial capabilities
"An excellent team supported by a robust operating system that enables informed decision making and real time monitoring of property performance indicators"
Operational capabilities
“GHL operates with a highly efficient management approach. Its managers consistently stand out in the hotels”
Market knowledge
"The team’s deep understanding of the market and its trends has kept the company at the forefront and has been essential to my understanding of the hospitality industry"
GHL is part of Advent’s portfolio of companies
One of the world’s leading private equity firms, with 15 offices in 12 countries and over $89 billion in assets under management Hospitality experience
• Aimbridge Hospitality: Over 1,500 properties and more than 200,000 rooms
• Cataratas Group: Operator of national parks in Brazil, including Iguazú Falls
Growth:
Expanding GHL’s presence to strengthen its value proposition and adopt best practices
GHL + Advent International: Driving excellence, innovation, and growth
Process optimization:
Maintain operational excellence and maximize revenue for owners
Talent development:
• Attract top talent to enhance the team’s skills and introduce new roles
• Strengthen capabilities to ensure sustained growth and innovation
GHL has a highly skilled executive team that combines extensive experience in the hospitality industry with a fresh strategic vision
CEO
Andrés Fajardo
Over 14 years of experience leading Nasdaq-listed companies, with an MBA from Harvard
COO
Adolfo Scheel
More than 40 years of experience in hospitality and hotel management
CFO
Juan Chaur
Over 25 years in CPG, utilities, and real estate
CMO
Juan Rodríguez
More than 30 years of experience in tourism, hospitality, and hotel operations
VP
OF OPERATIONS
Cesar Recalde
Over 25 years of experience in tourism, hospitality, and hotel management
CDO
Juan Castaño
More than 13 years in investment banking and private equity, with an MBA from Columbia
CSVO
Juan Urrego
Over 15 years in strategic consulting and transportation, with an MBA from ESADE
CITO
Andrés Yie
More than 21 years at GHL, with a master's degree and PhD in Computer Science
GC& CCAO
Ana Palomar
Over 13 years in real estate, with a master's degree in Law and specialization in environmental and financial matters
Executives with extensive hospitality experience
Executives recruited over the past two years, bringing expertise in management and strategic leadership
CONTROLLER
Pedro López
More than 25 years of experience in tourism, hospitality, and hotel management, including 25 years at GHL
Notable projects
Portón Medellín
The GHL El Portón hotel is located in El Poblado, Medellín’s most important financial and commercial district
Before 2017, due to poor management, the hotel faced a financial crisis, preventing it from meeting its obligations
Additionally, its facilities were deteriorated due to lack of renovations
Talent Management
• The general management was replaced, incorporating new expertise and competencies
• Intensive training programs were implemented for all employees
Marketing
A marketing strategy was designed and executed, focusing on the corporate segment and creating pricing synergies with nearby operations
Investments & operations
GHL redesigned the hotel’s value proposition, renovating the rooms to align with current market needs
Operating with excellence, creatingvalue at every step
Franchises
GHL has standardized processes and operations, earning recognition from both national and international brands, which have accredited its capabilities as a franchisor
In key destinations, the company has operated as an exclusive franchisee
Validation
• In 2013, GHL became the first hotel operator in Latin America to obtain accreditation as an official Hyatt franchisor
• To achieve this, it standardized processes, optimized operations, and delivered key results, reinforcing our multi-brand expertise
Additional References
• Beyond Hyatt, GHL manage hotels under the following international brands:
Current Operation
GHL currently operates five Hyatt hotels in San Salvador, Tegucigalpa, San Pedro Sula, Managua, and Guatemala
Luxury Market
#Notableprojects
Operating with excellence, creatingvalue at every step
Cartagena (CTG), Colombia, is a key destination with a high concentration of luxury hotels
Thanks to a strong luxury proposition and a successful culinary partnership, Hotel Bastión Luxury has established itself as a market leader, competing with historical hotels
Development
• Hotel Bastión Luxury was created in Cartagena, positioning a new brand with innovative design and successful local adaptation
• The hotel was developed with a focus on exclusivity, prioritizing a luxury experience over operational efficiency, aligning with market expectations
Additional References
• Alongside Hotel Bastión Luxury, we manage the following Luxury Upscale hotels:
Value Proposition
• Prime location, exceptional architectural design, and a luxury offering tailored to the market
Operating with excellence, creatingvalue at every step
Economy
Market
#Notableprojects
Positioning
• In 2024, GHL Style Yopal opened, an economy hotel with higher-than-standard features, including enhanced amenities, high-quality food, and varied breakfasts
• A differentiated commercial strategy was implemented, focusing on strategic marketing and added value, offering superior service at competitive rates
Tourism Development
• A tourist attraction was created within the hotel, featuring an innovative rooftop terrace, consolidating GHL Style Yopal as a city landmark
Secondary cities in Colombia lacked a structured and formalized hotel offering
GHL has positioned economy hotels in these cities, standing out with strategic assets in highly competitive markets
Additional References
• Beyond GHL Style Yopal, we have the following success stories in secondary cities:
Hotel
Development #Notableprojects
Operating with excellence, creatingvalue at every step
A strategic opportunity was identified in Bogotá, Colombia, leading to the development of hotels in a key area connecting the city to the airport and the business and industrial districts
Development
• GHL pioneered the creation of Hotel Capital (formerly Forte Travelodge) and Hotel Sheraton (formerly FPS Sheraton Bogotá), becoming the first hotels in the “Calle 26” area in Bogotá
• The financial structure and hotel profile were designed based on market demand
Capability
• GHL successfully attracted and adapted international brands to local assets, strengthening the hotel offering
Additional References
• Apart from Hotel Capital and Sheraton in Bogotá, GHL contributed to hotel development in Barranquilla (Colombia) and Guayaquil (Ecuador), among other cities
’ s impact in Central America
GHL received global recognition at the 2025 Hyatt’s Owner Conference, being named the best operator among more than 300 companies. This accolade reflects GHL’s commitment to excellence, demonstrated by its consistent achievement of high standards in operational metrics (cleanliness, functionality, and customer service) for Hyatt Centric Guatemala City and Hyatt Centric San Salvador in 2024
GHL, leading multi-brand hotel operator, is experiencing an unprecedented phase of growth, driven by its expertise in managing multiple brands, operational excellence, and strategic investment partnerships
Be part of the hospitality industry's growth in Latin America
E-mail: andres.fajardo@ghlholding.com
Phone:+57 300 575 2902
Website: www.ghlhoteles.com
Operating with excellence, creatingvalue at every step
Chief Executive Officer
Andrés Fajardo Luna
arca en or ofrecer us
Business transformation expert: specialized in commercial strategy, operational efficiency, and organizational restructuring
Strongtrack record in growth and investment: secured over $200 million in capital and managed operations across multiple markets in the U.S., Latin America, and Europe
Extensive experience in hospitality, outsourcing, and consumer industries, executing strategies that have delivered proven results
Leadership philosophy focused on people, transformation, and commitment
Academic background:
• MBA from Harvard Business School
• Dual degree in Industrial Engineering and Economics from Universidad de los Andes
Operating with excellence, creatingvalue at every step
Chief Operations Officer
Adolfo Scheel
With over30 years at GHL, Adolfo has established himself as a key player in developing standards, methodologies, and talent management in the region
Architect of the hotel operational excellence methodology - Played a fundamental role in creating and refining operational methodologies for hotels, positioning GHL as an industry leader
Extensive hospitality experience – Former Director of Development and Human Resources at Cotelco, consultant for 15 hotels, and leader of 62 specialized finance and hotel operations seminars across Latin America
Academic leadership and recognized authorof four prominent books on the hospitality sector, former professor at Universidad Externado de Colombia, and director of various hospitality training programs
Strongacademic background:
• Bachelor’s degree in Tourism and Hospitality Management from Universidad Externado
• Specialized studies in hotel project evaluation and tourism planning (CICATUR, Mexico), as well as financial management (Cornell University, USA)
Operating with excellence, creatingvalue at every step
Chief Financial Officer
Juan Andrés Chaur
Expert in financial strategy, structuring, and M&A
Seasoned financial strategist with a strong track record in hotel finance, real estate, private equity, consumer goods, and financial services. At GHL, he leads financial strategy, cost optimization, capital efficiency, driving expansion and business development across Latin America Academic formation:
• Industrial Engineer from Universidad de los Andes
• Advanced studies in investment and valuation (University of Michigan) and business management (Thunderbird School of Global Management
Previously, he served as CFO at Terranum, one of Colombia’s leading real estate investment funds, overseeing M&A, asset and debt structuring, leverage management and financial planning. His experience spans 25+ years in finance, energy, and CPG, with leadership roles at Baker Hughes and Tuscany Oilfield Holdings across the U.S., Canada, Mexico, Andean countries, Gulf (GCC) countries, and Russia
Operating with excellence, creatingvalue at every step
Chief Marketing Officer
Juan Rodríguez
Leader of the marketing, revenue management, and corporate sales divisions across GHL's various markets
Outstandingrevenue growthresults. Achieves exceptional RevPAR index performance through optimized pricing and distribution strategies
Over 30 years of experience in hospitality and tourism. Former Business Development Manager at Avianca and Commercial Director at Summit El Panamá Hotel Group
Recognized industry educator Professor at Universidad Externado and Universidad de Valencia (Spain)
Academic background:
• Master’s in Hotel Management (Rome)
• Master’s in Strategic Marketing (Universidad del Rosario)
• Advanced studies in Tourism Planning and Development (Canada)
Operating with excellence, creatingvalue at every step
VP Of Operations
César Recalde
With over22 years of experience in the hospitality industry, he has successfully led operations for 14 years, participating in the opening of six new properties
He has played a keyrole in structuring and implementingthe corporate Human Talent area, developing programs for onboarding, training, well-being, performance evaluation, among others
Additionally, he serves as a lecturer in postgraduate programs at Universidad Externado de Colombia
Academic background:
• Organizational Psychologist from Pontificia Universidad Católica del Ecuador
• Diploma in Strategic Hotel Management from Universidad Externado de Colombia
• Currently completing an MBA with an emphasis on Big Data and Business Intelligence at Instituto Europeo de Posgrados
Operating with excellence, creatingvalue at every step
Chief Development Officer
Juan Camilo Castaño
With more than two years of experience in the hospitality industry, leading business development and investment strategy at GHL
Proven investment track recordin Latin America, with over 13 years in private equity, venture capital, and investment banking driving strategies and executing private investments exceeding $250 million, as well as participating in M&A transactions totaling approximately $1 billion
Extensive experience workingwith high-growth companies, including investments in more than five early-stage, high-potential startups across diverse industries. Led the investment strategy for a leading proptech startup focused on building the largest digital residential housing platform in Latin America
Academic background:
• MBA from Columbia Business School
• Double degree in Industrial Engineering and Economics from Universidad de los Andes
Operating with excellence, creatingvalue at every step
Chief Strategy & Value Officer
Juan Urrego
With 15 years of experience in the industry and consulting across LATAM, the USA, Europe, and the Middle East
Worked for two renowned strategic consulting firms (Bain & Co and Kearney), focusing on performance improvement and organizational development, with a proven ability to manage large-scale projects, lead teams, and deliver strong financial and operational results Additionally, worked for two of the largest airlines in Latin America in the areas of strategy and finance, responsible for product design based on profitability and maximizing revenue
Academic background:
• MBA from ESADE Business School (Barcelona)
• Economist from Universidad de los Andes
Operating with excellence, creatingvalue at every step
Corporate Controller
Pedro López
Expert in Financial and Operational Management in Hospitality
Seasoned professionalwith over20 years of experience leadingfinancial, accounting, and operational functions at GHLHoteles. His expertise lies in enhancing profitability and driving business growth through strategic risk mitigation and the implementation of strong internal control systems
His core competencies include financial leadership, comprehensive budget planning and management, financial and accounting auditing, working capital optimization, and proactive financial and operational risk management
Brings significant expertise in operational auditing, launching new hotel operations and convention centers, and establishing effective internal control structures. Additionally, he has led corporate negotiations with suppliers and creditors, cultivated strong stakeholder relationships, and successfully managed high-performance teams
Academic background:
• Certified Public Accountant, holds a postgraduate degree in Strategic Hotel Management and an MBA
Operating with excellence, creatingvalue at every step
GC & Chief of Corporate Affairs Officer
Ana María Palomar
Strategic leader with a solid background in law and corporate affairs
She oversees legal strategy, sustainability initiatives, and corporate communications
She held senior legal positions at Terranum, a leading Colombian realestate fund, where she further honed her expertise in structuring complex real estate transactions and managing investment processes. She also has extensive experience in public affairs and stakeholder engagement
Academic background:
At GHL, she has consolidated the corporate affairsfunction, managing the legal aspects of multiple investment vehicles and hotel operations across several countries
• Law degree from Universidad del Rosario
• Postgraduate specializations in Environmental Law and Financial Legislation
• Master’s degree in Private Law from Universidad de los Andes
Operating with excellence, creatingvalue at every step
Chief Information & Tech Officer
Andrés Yie
Leads the company’s technology and digital transformation strategy across nearly 70 hotels in the region. He also heads Lógica GHL, the group’s technology and innovation unit, created to generate synergies between advanced technology, automation, and digital marketing helping hotels and tourism businesses optimize revenue, reduce costs, and deliver seamless digital experiences to their guests
With over 20 years of experience in the sector, Andrés has played a key role in GHL’s technological evolution, leading initiatives that have positioned the company as an industry benchmark in innovation, strategic data use, and digital focus
He has developed and implemented solutions that integrate big data, advanced analytics, process automation, and cybersecurity. He is also the architect behind the group’s data-driven digital marketing strategy, which leverages micro-segmentation to boost direct sales
Academic background:
• Holds a PhD in Computer Science from Vrije Universiteit Brussel (Belgium) and a PhD in Engineering from Universidad de los Andes (Colombia), earned through in-depth research in software engineering
• Master’s degree in Engineering and a specialization in Software Construction from Universidad de los Andes
• Systems Engineering degree from Universidad Nacional de Colombia
