WHO WE ARE
Marpa Management leadership team
ALEJANDRO MARTÍN
CEO - CHIEF EXECUTIVE OFFICER
Alejandro Martín is a senior executive with more than 20 years of experience in the tourism and hospitality industry, specializing in business model development, international expansion, and leadership of commercial operations. For over a decade, he was part of Palladium Hotel Group, where he served as Managing Director of the Vacation Club and Corporate Tour Operator, successfully consolidating this unit as the most profitable sales channel in the Americas, achieving annual growth rates above 20%, cancellation rates below 6%, and more than USD 1 billion in total sales. Throughout his career, he has managed multicultural teams of more than 250 collaborators, leading projects in key destinations such as Mexico, the Dominican Republic, Brazil, Jamaica, and Spain. He has a high level of expertise in the strategic structuring of vacation hotel projects and in the development of innovative products for the luxury segment. His vision combines commercial focus, operational efficiency, and sustainability as fundamental pillars for growth.
JAVIER COLL
CSO - CHIEF STRATEGY OFFICER
Javier Coll has more than 25 years of experience in the hospitality industry, holding strategic positions at Hyatt Hotels, Apple Leisure Group, AMResorts, and Barceló Hotel Group. He has led the global expansion of the luxury all-inclusive segment, driving the creation of new brands and the entry into key destinations such as Mexico, the Caribbean, and Europe. Under his leadership, the Inclusive Collection was consolidated as the largest portfolio of luxury all-inclusive resorts in the world. His strategic vision—focused on innovation, operational efficiency, and anticipating market trends—has been decisive in generating sustainable value. Throughout his career, he has participated in the negotiation of more than 100,000 hotel keys, transactions exceeding USD 5 billion, and corporate loans of more than USD 1 billion, establishing himself as a global reference in investment, growth, and positioning of high-end hospitality brands.
CRISTIAN MORENO
CDO - CHIEF DEVELOPMENT OFFICER
Cristian Moreno is a specialist in real estate asset intermediation and corporate transactions, with more than 15 years of experience in the sector. His expertise focuses on structuring purchase and sale operations and managing strategic relationships between buyers and investors, providing neutrality and efficiency in negotiations. As the owner of Moreno Brokers Real Estate and Alicante Home, he has led residential projects on the Costa Blanca, consolidating his expertise in both national and international markets. His vision spans from project conceptualization to the commercialization of high-value assets, connecting real estate with private capital and investment funds. He has managed multicultural teams and operations across Europe, the Americas, and the Middle East, which grants him a global perspective. His hallmark is the ability to build trust and deliver sustainable results in luxury and ultra-luxury developments.
JUAN CARLOS DE LAS HERAS
CPO - CHIEF PRODUCT OFFICER
Juan Carlos de las Heras has over 20 years of experience in the tourism and hospitality sector, leading the design and management of luxury experiences for international groups such as Meliá Hotels International and Palladium Hotel Group. His background includes leading projects in key destinations such as Mexico and the Dominican Republic, consolidating distinctive offerings in high-end hospitality. He has held strategic positions such as Vice President of Hospitality at Tequila Clase Azul, combining brand vision with operational excellence. His focus is on creating innovative, sustainable, and locally-owned hotel products capable of raising the bar for ultra-luxury. He also complements his leadership with consulting services specializing in premium experiences for global brands.
MIGUEL ÁNGEL CHACÓN
CIO - CHIEF INFORMATION OFFICER
Miguel Ángel Chacón has over 25 years of experience leading technological innovation in the luxury and ultra-luxury hotel industry, managing more than 500 tourism projects. He has held strategic positions such as CIO at RCD Hotels, where he designed and implemented digital transformation plans for brands like Hard Rock, Nobu, Marriott, and Eden Roc, while also advising on technology strategy for groups such as Original Group, Xcaret, Sunset, Palladium Hotel Group, and Tafer. His expertise includes the creation of digital ecosystems, IT infrastructure standardization, and the deployment of customer intelligence solutions, always with a focus on maximizing the guest experience. His career positions him as a reference in defining technological roadmaps that combine innovation, sustainability, and operational excellence in high-end hospitality.
OUR VISION
To be a hotel company born to transform the hospitality industry into the industry of memories
We transform hotel projects into unique creations. Every step is strategically designed to ensure success, delivering a high-value product filled with experiences to offer guests.
FUNDAMENTAL PILLARS
Innovation and Creativity
Creating competitive advantages through innovative processes, disruptive ideas, and the perfect balance of passion and experience in everything we do.
Personalization
Inspiring the essence of each place and its greatest virtues to develop projects that tell their story through architecture, art, and the unique attributes of each destination.
Comprehensive Solution
We provide comprehensive solutions that maximize return on investment, but above all, we deliver the creation of iconic projects through memorable experiences.