Business type
Hotel · Dining · Events
Location
Granollers
Areas of work
Revenue · Direct channel · Technology · BI · Product
Working together since
2020
Size
Since 1771
Since 1771. Eight generations. The question wasn't digitalisation: it was managing the accommodation better without losing the character of the house.
The starting point
History, recognition and a deep-rooted relationship with its town.
Fonda Europa has been part of Granollers' history since 1771. Eight generations of the same family have kept alive a model of hospitality in which accommodation, food and social life have always been closely intertwined.
When ABAL started working with Fonda Europa in 2020, it coincided with one of the most uncertain moments for the industry. The owners wanted to develop more structured revenue management and move the accommodation business forward, without losing the character of a house with more than two centuries of history.
The restaurant also enjoyed enormous recognition. The opportunity lay in helping the accommodation develop even more of its own potential within that ecosystem.
A new way of looking at the accommodation
Revenue Management was only one part of the process.
Together with Fonda Europa, we developed a management structure based on budgets, forecasting, results analysis and dedicated monitoring of the accommodation business.
ABAL advised the owners on the evolution of their technology ecosystem —PMS, booking engine, channel manager, Business Intelligence and other digital tools— to build a more connected structure and a more complete view of the hotel's performance. The goal wasn't to digitalise for the sake of it. It was to have the right technology and data to manage the business better.
On top of that new structure, we began working continuously on pricing, room categories, restrictions, distribution, direct sales, reputation and positioning.
Growing the direct channel
Greater capacity to capture, convert and manage its own demand.
ABAL works with the Fonda Europa team on pricing, availability, the booking engine, distribution and conversion, but also on opportunities that need more hands-on management, such as corporate group quotes. The goal isn't simply to shift bookings from one channel to another. It's to give the hotel greater capacity to capture, convert and manage its own demand.
Connecting the parts of the business
At Fonda Europa, the accommodation doesn't exist in isolation.
Hotel, restaurant, events and workspaces are part of a single experience and create opportunities to connect different guest moments and needs. As the relationship evolved, ABAL also began working with the owners on those connections, looking for cross-selling opportunities and new ways to increase the value generated by each guest and each stay.
One initiative that reflects this evolution is Fonda Work, developed by the owners as a new way to make use of the spaces and broaden the property's offer. Coworking, meetings, accommodation and dining combine into a particularly appealing proposition for business travellers. It wasn't about adding a business line for the sake of it. It was about finding new ways to use a historic asset without losing its identity.
The result
+42%
Accommodation revenue. Increase versus a comparable pre-pandemic year.
41% → 58%
Direct channel share of accommodation sales, 2022 → 2025. In 2025, more than half of sales came through the direct channel.
The accommodation's growth hasn't come from price alone. Revenue, distribution, direct channel, technology and product have evolved together, increasing both revenue and the hotel's capacity to generate business directly.
A relationship that keeps evolving
The collaboration began in 2020 and continues today.
ABAL continues to work with the owners on Revenue Management, hotel technology, Business Intelligence, product and new business opportunities. Because a business that stays relevant for more than two centuries doesn't do it by standing still. It does it by understanding what to preserve and what must keep evolving.
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