When Spring Hotels acquired Mare Nostrum, it was celebrated as the largest acquisition in Spanish history and a bold step in consolidating Tenerife’s hospitality landscape.
Six months on, Chief Sales Officer Jo Robinson admits merging two very different hotel cultures has been demanding, with real challenges along the way – but it’s also opening significant opportunities for the brand.
Mare Nostrum thrived on direct-to-consumer bookings and guest loyalty, while Spring historically relied on travel agents and tour operators. Integration has involved aligning strategies, identifying synergies, and centralising systems, while respecting each brand’s strengths. Teams have adapted to a larger six-hotel portfolio, gaining shared expertise and resources, all while keeping the guest experience consistent.
“Communication is king in any acquisition,” Ms Robinson said. “Early reassurances helped staff feel secure, but as integration unfolded, change was inevitable – and building trust became central to the transition.
Next is the Cleopatra Palace renovation, a full closure and upgrade that will elevate the flagship to five-star-plus luxury. While operations, including MICE facilities, will be temporarily affected, the refurbishment positions Spring to lead in a market with few comparable properties. These changes are part of a vision to expand the ‘Super Six’ portfolio, including a 550-room all-inclusive and an apartment-style development in Los Cristianos, each targeting different guest segments.
Apartments represent a significant opportunity, meeting high demand for self-catering and year-round stays, with the star rating still under consideration to balance pricing and guest expectations. At the same time, staffing remains a priority amid labour shortages, with investments in accommodation – including two purchased buildings – alongside initiatives supporting recruitment, retention, and wellbeing.
Throughout, Spring Hotels has stayed true to its values: “Tenerife at heart,” reflecting a deep commitment to local culture, supply chains, and community, and distinguishing itself from chains with off-island headquarters.
For Jo Robinson, integrating Mare Nostrum has been an intense but rewarding learning curve: “This is about combining strengths, learning from each other, and creating a more resilient, guest-focused organisation,” she said. “We’re thrilled by the rapid expansion and look forward to the next steps. Definitely watch this space!”
