When Spring Hotels acquired Mare Nostrum, it was hailed as the largest acquisition in Spanish history and a bold move in Tenerife’s hospitality landscape. Six months on, Chief Sales Officer Jo Robinson admits merging two distinct hotel cultures has been demanding – but it’s also unlocking significant opportunities.
Mare Nostrum excelled in direct bookings and guest loyalty, while Spring traditionally relied on travel agents and tour operators. Integration has meant aligning strategies, identifying synergies and centralising systems, while respecting each brand’s strengths. Teams have adapted to a six-hotel portfolio, sharing expertise while keeping the guest experience consistent.
“Communication is king in any acquisition,” Jo says. Early reassurance created stability, but as integration progressed, change was inevitable and trust became central to the transition.
Next is the full closure and renovation of Cleopatra Palace, elevating the flagship to five-star-plus luxury. While operations, including MICE facilities, will be temporarily affected, the upgrade positions Spring strongly in a market with few comparable properties. This forms part of a wider vision to expand the ‘Super Six’ portfolio, including a 550-room all-inclusive and an apartment-style development in Los Cristianos, each targeting distinct segments.
Apartments meet demand for self-catering and year-round stays, with star rating considerations balancing pricing and expectations. Staffing remains a priority amid labour shortages, with investment in accommodation and initiatives supporting recruitment, retention and wellbeing.
Throughout, Spring Hotels has stayed true to its values: “Tenerife at heart,” reflecting its commitment to local culture and community.
For Jo, the integration has been intense but rewarding. “This is about combining strengths, learning from each other, and creating a more resilient, guest-focused organisation,” she concludes. “We’re thrilled by the rapid expansion and look forward to the next steps. Definitely watch this space!”
