• The Menorca-based hotel group has reduced the share of tour operator business from 70% to around 20% across its properties, driving a strategy focused on direct sales, technology and guest loyalty.

Comitas Hotels continues to consolidate its tourism model in Menorca through a combination of prime locations, a strong service-oriented approach and increasingly efficient hotel distribution management. The company, which specialises in aparthotels and has been connected to Dingus technology since 2020, has undergone a profound commercial transformation that has enabled it to gain greater independence and establish a more direct relationship with its end customers.

As explained by its General Manager, Frank Emmerich, the company’s philosophy revolves around people and the guest experience. Over recent years, Comitas Hotels has focused its investments on both enhancing its product and building teams capable of delivering warm and personalised service. The goal, he says, is for guests to “feel at home”, an approach that has become one of the brand’s key differentiating factors.

Direct sales take centre stage

The company operates properties in some of Menorca’s most sought-after locations, including Cala Galdana, Playa de Fornells and Punta Prima. Emmerich highlights that location remains one of the hotels’ greatest assets, thanks to their proximity to the sea, privileged views and access to some of the island’s most iconic landscapes. However, he notes that beyond the setting itself, it is the hotel teams that consistently receive the highest ratings from guests on review platforms and feedback channels.

One of the most significant changes has been the evolution of the company’s commercial model. While tour operators accounted for around 70% of its business before the pandemic, that share has now been significantly reduced in favour of a broader channel mix and stronger direct sales. This shift has enabled Comitas Hotels to attract a more independent traveller—one who chooses Menorca for specific reasons and seeks more personalised experiences at the destination.

To manage this new reality, characterised by a high volume of bookings and cancellations across multiple channels, technology has become a strategic element. In this context, Comitas Hotels emphasises the importance of working with a reliable channel manager and a technology partner capable of supporting the company’s ongoing evolution, a relationship that has been built with Dingus over the years.

Technology and reputation as growth drivers

Among the features most valued by the Comitas team is the ability for reception staff to access availability and rates in real time, making it possible to manage telephone bookings without resorting to additional tools. This capability has helped the company improve call-to-sale conversion rates and generate more than €200,000 in direct bookings, while even avoiding the need to create a dedicated reservations department.

Guest loyalty remains another strategic pillar for the company. Although traveller behaviour has evolved and many guests now prefer discovering new destinations rather than returning to the same one, Comitas Hotels believes that recommendations and online reputation now hold equal or even greater importance than repeat business itself. According to Emmerich, the overall guest experience and the ability to generate brand advocates are key factors behind the company’s sustained growth.

Looking ahead, the hotel group remains optimistic. After several years of continuous growth, Comitas Hotels will continue investing in the enhancement of its properties. Planned projects include the expansion of one of its complexes through the addition of new apartments, alongside the search for selective growth opportunities that align with the company’s positioning.

With a proposition built around a specialised product, strategic locations, personalised service and increasingly optimised distribution, Comitas Hotels aims to further strengthen its presence in Menorca while remaining true to the values that have defined its evolution over recent years.

Cristina Torres, Communications Director
cristina.torres@dingus.es