Success in hospitality is often linked to expansion, more rooms, more cities, and more visibility. But growth can take another form. It can mean refining what already works, focusing on details, and creating experiences that stay with people. Boutique hotels show that being small doesn’t mean having a small impact. With the right approach, they can shape industry trends, set high standards, and build strong connections with guests. Even with fewer resources, independent hotels can make a lasting mark.
This idea drives Francisca Garcia Moreno, CEO & General Manager of Hoteles Casa 1800, established in 2010. With 25 years in hospitality, she has built a brand known for its sense of place. Her hotels in Seville, Granada, and soon Córdoba focus on history, comfort, and personal attention. Instead of expanding quickly, she has chosen to deepen the experience, ensuring that every stay feels considered. Her work shows that growth isn’t just about numbers; it’s about meaning, both for guests and for the industry as a whole.
Two Decades of Passion in Hospitality
Francisca recently marked a significant milestone, celebrating 25 years in the hospitality industry. For her, it has been a journey filled with growth, learning, and the privilege of working alongside incredible people, many of whom have become lifelong friends. This path has shaped her into the hospitality professional she is today.
Interestingly, her career in the field was not part of a grand plan from the beginning. Instead, it started almost by chance, driven by her deep love for travel. She studied Tourism at the University of Seville, and through internships at travel agencies and hotels, she discovered a passion for the hotel industry.
Over the years, she gained experience in both independent hotels and major international chains, working in urban and resort settings across various markets. While her expertise spans different areas, she has developed a strong focus on boutique hotels in urban destinations. Today, she leads Hoteles Casa 1800 as CEO and General Manager, overseeing properties in Seville and Granada.
Her passion for hospitality has always been guided by a simple yet powerful philosophy. She believes in doing things the best way she knows and feels they should be done, staying true to her principles while continually striving for excellence. While this pursuit comes with its challenges, she has learned that when someone truly loves what they do, success comes naturally.
A Boutique Experience, Redefined
Francisca remains committed to not only strengthening but also preserving the essence of her brand. Over the years, she has received numerous invitations to collaborate with renowned national and international hotel groups. While some offers were undeniably attractive, she has consistently chosen to carve her own path, driven by a deep belief in the brand’s identity and potential. This steadfast dedication has allowed her to maintain the unique character that sets Casa 1800 Hotels apart.
Her vision has led to the establishment of a strong reputation built on authenticity and professional excellence. More than just luxury, the experience at Casa 1800 Hotels is defined by a genuine human touch, an element that every team member embodies. This commitment has transformed the boutique hotel into a distinguished symbol of elegance, warmth, and exclusivity within the hospitality industry.
Redefining Luxury Rooted in Culture and Heritage
Casa 1800 Hotels are known for their distinctive approach to boutique luxury, offering more than just prime locations. While being centrally situated in each city is a major advantage, Francisca emphasizes that what truly sets the brand apart is its ability to merge history, elegance, and authenticity into a seamless guest experience.
Each property is housed within a meticulously restored historic residence, preserving the charm and character of centuries past. In Seville, guests find themselves in the heart of the iconic Barrio de Santa Cruz, just steps from the city’s most treasured landmarks, the Cathedral, the Giralda, and the Royal Alcázar. Meanwhile, in Granada, the hotel sits in the enchanting Albaicín quarter, offering breathtaking views of the Alhambra and direct access to the world-famous Carrera del Darro, often regarded as one of the most beautiful streets on the planet.
Francisca highlights how the concept of luxury has evolved beyond traditional opulence, shifting toward authenticity, a true sense of place, and meaningful connections. Casa 1800 Hotels embodies this evolution by offering an experience rooted in refined simplicity rather than excess. Another key differentiator is the brand’s hands-on approach, ensuring excellence at every touchpoint. With a team of highly skilled professionals who bring industry expertise and a deep understanding of hospitality, the hotel achieves exceptional results. Additionally, its boutique scale allows for a level of personalized service and attention to detail that larger hotel chains simply cannot replicate.
Keeping Hospitality Ahead in a Changing World
The hospitality industry has undergone significant changes, from technological advancements to shifting guest expectations. Staying ahead in such a fast-moving landscape presents one of the greatest challenges for businesses across all sectors. Technology evolves at a rapid pace, often outpacing the industry’s ability to keep up. The key to success lies in being proactive rather than reactive, and that is exactly the approach Casa 1800 Hotels takes.
Francisca has always had a deep interest in technology, constantly reading, researching, consulting, and exploring the latest trends to anticipate what lies ahead for the brand. Her focus is on identifying innovations that align with Casa 1800 Hotels’ vision and implementing them effectively. However, with so many options available, finding the right partners who truly understand the business while driving meaningful innovation remains a crucial part of the process.
Between 2023 and 2024, Casa 1800 Hotels made its most significant technology investments to date, transitioning to a new Property Management System (PMS), integrating a new Channel Manager, adopting an advanced Revenue Management System (RMS), and implementing various new tools and connections. Looking forward to 2025, the company remains committed to further technological advancements. In a world increasingly shaped by artificial intelligence, failing to embrace innovation could mean falling behind.
Weathering the Storm, Embracing Growth
Francisca reflects on the early days of her career, a time marked by persistence and resourcefulness. Fresh out of her studies, she returned to her parent’s home, carefully typing out resumes on an electric typewriter and sending them by mail, complete with original photographs. With no financial cushion, she embraced the uncertainty with determination, cherishing the memories of those formative years.
Her first jobs were far from glamorous, requiring long hours under various contracts and conditions. Yet, the specifics of the roles mattered little compared to her primary goal, learning and growing. Over time, she took on more responsibilities, stepping into leadership positions, and before she knew it, 25 years had passed.
Managing people, she acknowledges, is one of the toughest challenges in the industry, yet it is also what fosters personal growth. She believes that true leadership begins with leading oneself first.
However, the most daunting challenge of her career arrived in March 2020 with the onset of the coronavirus pandemic. At the time, she was pregnant and tasked with the overwhelming responsibility of shutting down two hotels within a matter of days. Thousands of confirmed reservations, facilities to manage, contractual obligations, zero revenue, and soaring expenses, all while navigating a sea of uncertainty.
The weight of the situation was immense. Knowing that people’s livelihoods were at stake, making the difficult decision to send employees home, and adapting to a rapidly changing reality were among the hardest moments she had faced. There was no clear path forward. One moment, preparations were underway to reopen for just two days; the next, they were closing again. It was a whirlwind period of instability, one she hopes never to experience again.
Looking back, Francisca believes that each individual in the tourism industry has a unique story to tell during this unprecedented time. The experience has left an indelible mark not just on the industry’s history but on the personal journeys of those who lived through it.
Inspiring Change in Responsible Tourism
Sustainability has become a growing priority for travelers, and Casa 1800 Hotels is taking meaningful steps to promote responsible tourism. Francisca and her team have integrated the principles of the Sustainable Development Goals (SDGs) and ESG criteria, covering environmental, social, and governance factors, into their sustainability strategy. By prioritizing energy efficiency, they have implemented measures to optimize resource consumption and minimize environmental impact.
Waste management is another key focus, with practices in place to encourage recycling, reuse, and responsible disposal, significantly reducing their ecological footprint. The commitment to sustainability extends to reducing plastic and paper usage streamlining processes to be more environmentally friendly. Their dedication is further reflected in collaborations with the local community, contributions to economic development, and efforts to preserve historical heritage. These initiatives are reinforced through environmental certifications and ongoing monitoring of water and carbon footprints, ensuring that their approach to tourism remains both respectful and responsible.
Francisca emphasizes the importance of balancing sustainability with guest comfort. She acknowledges that some cost-saving sustainability measures may inadvertently impact the quality of a hotel stay. She encourages industry peers to find solutions that uphold both environmental responsibility and customer satisfaction.
Beyond internal efforts, Casa 1800 Hotels actively participates in conferences, talks, and industry events to raise awareness and share practical strategies for sustainable hospitality. Francisca advocates for independent hotels to adopt eco-friendly practices at their own pace, recognizing that each property has unique challenges and resources to consider.
The Art of Turning Challenges into Wins
Francisca’s most significant achievement over the years has been assembling a team of highly skilled professionals who are not only experts in their fields but also genuinely good-hearted individuals. Their shared belief in the project, mutual trust, and commitment have been the driving forces behind the hotel’s success.
At the start of her journey, she faced significant challenges. The Sevilla hotel had an ADR of just €140, while the Granada property was on the verge of shutting down due to continuous financial losses. However, through strategic leadership and perseverance, both hotels experienced a remarkable turnaround. Within a few years, they not only stabilized but became market leaders in their destinations, even surpassing five-star hotels in RevPAR. A fellow industry professional once remarked, “You’re the only hotels I know where ADR and RevPAR are the same.” Today, those numbers reflect extraordinary success, with annual occupancy rates reaching an impressive 98% and 99%.
Some of Francisca’s most rewarding moments come during private events, exclusive activities, and celebrations that bring the team and guests together. These occasions foster unforgettable memories, shared laughter, and a sense of camaraderie that strengthens the team like a close-knit family. Looking ahead, Francisca eagerly anticipates the next opportunity to create more memorable experiences.
Accolades that Reflect a Commitment to Excellence
Casa 1800 Hotels has been honored with numerous awards and recognitions, reflecting the team’s unwavering dedication to excellence in hospitality. In 2018, the City of Granada bestowed upon them the prestigious Tourism Prestige Award, acknowledging their exceptional service and cultural impact. Their commitment to personalized guest experiences in Seville has also earned widespread praise.
Since 2018, Casa 1800 Hotels has been featured in National Geographic’s European Cities and Luxury Collections, a distinction that underscores the brand’s unique charm and historical significance. Further recognition came in 2024 when Tecnhotel awarded them the national prize for Best Revenue Strategy, a testament to their innovative approach to hospitality.
The new year began with another milestone, being named one of the 150 Best Hotels in Hispanic America in 2025. Beyond their commitment to luxury and service, Casa 1800 Hotels actively supports social initiatives, receiving honors from the Red Cross in both Seville and Granada for their contributions.
Their reputation extends far beyond industry accolades, with features in globally renowned media outlets such as The Sunday Times, Le Figaro, The Telegraph, The Times, The Guardian, Vogue, El País, ABC, Expansión, La Razón, and La Vanguardia.
They have also been recognized by leading travel and hospitality platforms, including TripAdvisor’s Traveler’s Choice, Forbes, Repsol, National Geographic, Lonely Planet, Conde Nast Traveller, and major airline publications.
These recognitions affirm Casa 1800 Hotels’ continuous pursuit of excellence, ensuring that each guest experiences the highest standard of hospitality.
Navigating Hospitality with Heart and Strategy
Francisca offers valuable insights for aspiring hospitality professionals and young women aiming to make their mark in the industry. She observes a shift toward a more compassionate management style, one that prioritizes people while recognizing that profitability remains essential for any business to survive. Leadership, she believes, is a journey of personal development rooted in honesty, ethics, and strong values, qualities that must be cultivated before they can be passed on to others. These principles, she asserts, are the foundation of any successful business.
Each year, Francisca shares this perspective with students in the Master’s program in Tourism Business at the University of Granada, where she is a guest lecturer. One of the key pieces of advice she offers is that individuals should not remain in environments where they do not thrive. She encourages them to seek a place where they can bring out their best selves and truly shine, emphasizing the importance of enjoying the journey along the way.
Reflecting on her own experience, Francisca describes the deep connection one can develop with the hospitality industry. She likens it to a passion that, once ignited, is impossible to ignore. Despite starting in the field without a clear sense of vocation, she now knows that hospitality will shape her entire professional life.
A Future Built on Purpose and Progress
Francisca recognizes that the hospitality industry is in a constant state of evolution. Looking ahead, she sees key trends taking center stage, including sustainability and digitalization, both of which are already making an impact but still have significant room to grow. Additionally, emerging concepts like accessibility and wellness are set to shape the industry’s future, bringing new expectations from travelers and businesses alike.
She believes that modern hospitality should be rooted in reflection and a deep commitment to the impact it leaves on the world. Some hotels have already started producing impact reports, a practice she finds inspiring. A recent interview she came across captured this idea perfectly: “It’s not about being the best hotel in the world, but being the best hotel for the world.” These words resonate deeply with her, both professionally and personally. Given the far-reaching influence of tourism on a global scale, Francisca embraces this perspective as a guiding principle for the future of hospitality.
Impacting Lives Through Genuine Service
When asked about the key message she would share with guests, industry peers, and competitors, Francisca emphasizes the essence of true hospitality, authentic connections with both people and the environment. She believes hospitality is more than just delivering a service or fulfilling expectations; it is about leaving a lasting and meaningful impact on those who choose to engage with them.
With the industry constantly evolving, Francisca highlights the importance of recognizing hospitality as part of a broader ecosystem, one where social responsibility, sustainability, and overall well-being hold significant weight. She advocates for a future where tourism thrives on passion and purpose, ensuring that every action contributes positively on both personal and collective levels.
For Francisca, the true value of hospitality is not solely reflected in financial success but in the human experiences it fosters and the legacy it leaves behind.
Expanding Elegance, One City at a Time
Francisca envisions extending this unique hospitality concept to other cities and urban destinations travelers frequently explore. Whether in locations where the brand has yet to establish a presence or by expanding in areas where it already operates, the goal remains the same, offering an exceptional experience.
Right now, the most exciting and tangible project is taking shape in Córdoba. A stunning 17th-century heritage mansion in the heart of the Jewish Quarter is undergoing a transformation. Soon, this historic gem, with its opulent rooms, serene courtyards, lush gardens, and a refreshing pool, will become Hotel Casa 1800 Córdoba.
With deep expertise in luxury hospitality, Francisca is confident that this venture will attract discerning travelers seeking high-quality experiences. Sustainability and positive impact have always been at the core of the brand’s philosophy, and this project is no exception. Every detail is carefully designed to honor the mansion’s rich history while embracing modern comfort and responsible tourism.
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