Wednesday,  September 23, 2020  1:15 pm

Sercotel sets its sights on Cuba & Canadians

Sercotel sets its sights on Cuba & Canadians
Carmen Yamely Aguilar, Sercotel Cuba; Allison Ferguson, marketing & PR director Canada, Seroctel/AviaReps; Javier Garro Arza, president – Latin America, Sercotel.
Blake Wolfe

Blake Wolfe is an award-winning journalist and editor, who joined PAX after nearly 10 years in Canada’s newspaper industry. In addition to PAX, his work has been featured in publications such as the Metroland Media group of newspapers and the Toronto Sun.

Spain-based hotel chain Sercotel is eyeing a major expansion in Cuba, eager to draw Canadian clients to their properties in that most popular of winter travel destinations.

Sercotel’s Javier Garro Arza, president – Latin America, and Carmen Yamely Aguilar of Sercotel Cuba, greeted a small gathering of Canadian media and tour operators during a luncheon in Toronto this week, unveiling their plans for the destination over the coming months and years.

While Sercotel has been in existence for more than 20 years, boasting 185 properties across Europe and Latin America (particularly in Spain and Colombia), the company has recently entered the Cuba market with the opening of its Club Cayo Guillermo and Experience Cayo Santa Maria properties. While both are open to families, the Club Prestige at Cayo Guillermo offers a 44-room adults-only experience, a concept which will be ported to Cayo Santa Maria in the future, Arza told PAX.

These are soon to be followed by four properties in Havana (two of which will be hostels for young travellers, a first in Cuba, Arza said) another in Varadero and one in Guardalavaca, a mix of new builds and renovations of existing properties, he said.

“For us the Canadian market in Cuba is most important and being brand new in Cuba, it’s very important to make a big commercial effort and to maintain and increase the sales at those hotels which are already open and to present the new hotels we are opening in the next few months,” Arza said, adding that the brand’s well-known service levels and cuisine will be standard at the Cuba properties. “For a brand new company in Cuba it’s a big effort and I hope in two to three years we can consolidate the company in Cuba.”

Aguilar told PAX that among the unique offerings at Sercotel Cayo Guillermo is a focus on kite-surfing, offering lessons and equipment rentals to guests who wish to try their hand at the activity.

And for travel agents this fall, Sercotel Cayo Guillermo is currently offering a $50 incentive on group bookings of 10 or more, for a minimum stay of one week. The incentive is valid for new bookings made as of Nov. 1, 2016 and will be paid after the group has travelled. Agents can send booking information to to claim the incentive.

More information on the company can be found at