Alternative accommodation · Spain / Europe
A company experiencing real growth that needed its communications to match its ambition.
Líbere Hospitality Group came to Incógnito with five years of solid growth behind it — 1,800 properties in Spain, Portugal, Greece, London and Milan — but with a media presence that did not reflect its true standing. The challenge was twofold: to consolidate its position as a leader in alternative accommodation in Spain and to support its international expansion through communications, with Lisbon as the first gateway to the European market. All this in a sector where credibility with investors was just as important as visibility among guests.
The key decision was to build LHG’s positioning on three very specific pillars of identity—technology, customer experience and design—and to maintain them consistently across all messages and channels. Without that consistency, media coverage would have been scattered and would not have built brand authority.
The decision was made to focus the media strategy on CEO profiling of Antón de la Rica, because in a market where investor confidence is crucial, the visibility and credibility of leadership are worth more than any corporate press release.
The ongoing press office was planned not only to cover specific milestones but also to position LHG as a benchmark in the analysis of the alternative accommodation sector — generating a presence beyond the company’s own news.
The project began with the development of a press kit and the formulation of key messages tailored to different audiences: financial media for investors, tourism media for the sector, and general-interest media for brand visibility.
Face-to-face meetings were organised with key journalists from financial, tourism and general media outlets, establishing relationships before distributing press releases. The CEO profiling of Antón de la Rica was carried out through exclusive interviews in relevant media, focusing on LHG’s strategic vision and distinctive business model.
The press office maintained a sustained presence in market analysis articles and reports on industry trends, positioning LHG as a leading voice beyond its own milestones. International communications were specifically activated to support the entry into Lisbon and European markets.
A sustained communications strategy that established Líbere Hospitality Group as a leading name in the alternative accommodation sector in Spain, with a strong presence in business, tourism and general-interest media, and providing the communications support needed for its European expansion.
“Our partnership with Incógnito has been key to strengthening our position in the sector. Thanks to their strategic approach, we have been able to establish ourselves as leaders in alternative accommodation in Spain and take our first steps towards international expansion with great success.”
