Room Mate Hotels CEO on the Loyalty Gap Squeezing Boutique Brands

Room Mate Hotels CEO Víctor Fernández says competing with the loyalty programs of the major hotel groups is one of the biggest challenges for mid-sized boutique brands.

The Spanish group runs 31 hotels across Europe and is planning expansion across the continent. But Fernández is candid about what groups of its size are up against.

“The big players have very, very strong loyalty programs. They have built and invested tons of millions developing their loyalty programs,” Fernández told Skift. “It’s a big difference for them.”

Asked whether that pressure could push mid-sized brands into the arms of the majors, Fernández pointed to Marriott’s acquisition of CitizenM in April 2025.

“There is room to find some kind of collaboration with big brands,” he said. “It is the case of