I’m José Santás. I’ve spent more than 25 years growing hotel revenue from the inside.
I multiply the value of the technology you already have. With AI, experience, common sense or whatever each business needs. Results, not stories.
Profit, performance and experience. 25+ years deciding with data, not hunches, across chains and properties of every size.
Audit and implementation of RMS, PMS, ERPs, Channel Managers and whatever you can think of. Making the tools you pay for actually work. No money down the drain.
I use AI every day —analysis, automation and agents— with an anti-hype filter: I can tell what adds real value from what merely sounds good. Technology serving the business, not the other way around.
Data rules. This is what actually happened, not what sounds good.
Eleven years pushing the same curve —first from Revenue & Distribution, then as CRO— straight through COVID: total revenue more than tripled, direct sales grew sevenfold, and the direct channel’s share of the mix doubled (≈15% → 33%). Sustained record profitability 2020–2025.
Top revenue executive of the chain: Sales, Revenue Management, Marketing and Central Reservations, aligned with the group’s technological transformation.
Revenue, distribution and e-commerce strategy; RMS rollout, advanced CRS/PMS configuration, and new openings.
Two decades across leading national and international hotel groups.
Hotel tech audit and implementation for selected properties, with AI built into the working method.
Led the design and build coordination of the award-winning stand, in the middle of the pandemic.
Trained every Meliá hotel in Germany (in German, of course!) on the new internal tool I had previously helped develop.
Working alongside hotel SaaS leaders such as Mirai and BEONx, from the operator’s real-world perspective.
Plus selected independent properties in consulting projects.
Two recent master’s degrees, formal education and a steady diet of courses and communities. Judgment doesn’t come as standard: you train it.
Deep dives, revenue, hotel tech, AI and the “Historias de Pandemia” series. Data over noise, always.
Spanish is the second most spoken language… it is never too late to learn! Content below is in Spanish.
El arranque de la serie: lo que pasó entre bambalinas durante la pandemia. Sin filtro, sin nostalgia barata y sin moraleja linkediana de tres euros.
Leer la serie → Pensamiento críticoLa CSRD se echó atrás y los números no mienten: la sostenibilidad sin retorno medible en el P&L no es estrategia.
Leer → Formación continuaSiempre aprendiendo para diferenciar lo que aporta de lo que no. En el sector, en IA y en todo lo que enriquezca y haga crecer el negocio.
Leer →
Pero si quieres conocer a Juanillo, dale un carguillo. Sobre los ascensos más allá de las capacidades y los equipazos que destrozan.
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Mis chicos, en ERTE al 100%. Yo, trabajando más que al 100%. Todos los días, sin excepción, de marzo a finales de julio.
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Nos vendieron que venía para ahorrarnos tiempo… y los que más la usan son los primeros en pedir la baja por estrés. Lo que dice Harvard Business Review.
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La regla de oro de la gestión de equipos: si tratas bien a tu gente, ellos tratarán bien a tu proyecto. Y a ti.
Ver en LinkedIn ↗No strings, no sales pitch. If there’s a fit, you’ll feel it in five minutes.