Beltrán Álvarez de Estrada, CEO of Puro Group, welcomes hosco.tv to Puro Hotel in Palma de Mallorca to talk about what it’s like to run what he calls a “lifestyle company”. Puro Group was born in 2004 as Palma’s first boutique hotel, and it has grown to include seven beach clubs, from classic seaside locations in Spain, Portugal, Italy and Romania to “urban oases” in Dubai and Barcelona. Alvarez de Estrada, who earned an MBA from The Wharton School and has held previous positions in real estate and capital management, contributes two major factors to Puro Group’s success. First, consumers love a good brand, and hotels are always looking for new, exciting brands to partner with in order to attract outside clients, which increases revenue base and profitability. Second, Puro group offers a very solid business model, having worked through challenges specific to the beach club sector for the last 11 years. Today’s challenges include managing the company’s growth, ensuring the quality of the Puro product is maintained, and knowing where and with whom to grow. Alvarez de Estrada says his vision is to continue growing Puro Group until the brand is present all over the world, and he’s currently looking to expand into Asia and America. Will he reveal the location of the 2017 5-star Puro Hotel opening? Watch the full video to find out!