Puro Team

Federico Santos

As the founder of Puro Hospitality Unlimited and former Sales & Marketing Director for HotelBrain Group, I bring over 20 years of expertise in Sales & Revenue Management, Marketing, and Development.

During my tenure at HotelBrain, I successfully managed a portfolio of more than 70 acclaimed properties such as Bill & Coo, Katikies Group, Grand Forest Metsovo, Kivotos Mykonos, Carpe Diem, Lesante Blue, AquaBlu, Boheme, and Nikki Beach. I crafted innovative sales and marketing strategies that significantly enhanced both the results and brand positioning of these properties. I also spearheaded initiatives to introduce several of these hotels to prestigious marketing affiliations, including Leading Hotels of The World (LHW), Small Luxury Hotels (SLH), Relais & Châteaux, Preferred Hotels, and Design Hotels.

I hold a degree in Marketing and Tourism from Alcala de Henares University in Madrid, where I graduated with Honors. Following this, I pursued an MBA in Innovative Hospitality Management at ESADE Barcelona Business School in collaboration with the Hotel Management School in Maastricht. During my studies, I contributed to high-profile projects such as the expansion of Disneyland Paris and the rebranding and expansion of the Oostwegel Collection. My final project involved collaborating with Condes de Barcelona Hotels to design and implement their Customer Relationship Management (CRM) program. After graduation, I continued with Condes de Barcelona Hotels, leading the transition of the property to OTAs and the digital landscape.

My passion for hospitality traces back to my early career at the renowned Curragh Racecourse in Kildare, Ireland, where I was part of the Hospitality Team. I further honed my skills at The Silken Thomas Group in Kildare, gaining invaluable experience in the essence of Irish hospitality directly from the owning family.

With a career spanning more than 20 years, I have had the privilege to work across diverse sectors of the hospitality industry — from front-office operations and back-office management to OTAs, Travel Agencies, and Marketing Affiliations. This breadth of experience has given me a comprehensive understanding of how the hospitality world operates.

Driven by my passion and commitment to hospitality, I founded Puro Hospitality Unlimited five years ago. Our vision is to redefine excellence in hospitality management by delivering innovative sales strategies, revenue management solutions, and unparalleled service standards to our clients.

My journey in hospitality has been fueled by a passion for innovation, growth, and delivering exceptional guest experiences. I’m always open to connecting with industry leaders, sharing insights, and exploring new opportunities to shape the future of hospitality.