How Aura Hoteles is using Cloudbeds as the technology foundation for rapid expansion across Spain

Aura Hoteles didn’t enter hospitality the traditional way.

Founded by entrepreneurs with deep roots in travel distribution, the company recognized an opportunity to vertically integrate its expertise by operating hotels throughout Galicia, beginning with properties along Spain’s iconic Camino de Santiago.

The pace has been remarkable. Within just a few months of launching, Aura Hoteles expanded from zero to six properties across Galicia, with ambitions to add more hotels before expanding internationally.

But rapid growth was never the goal on its own. The founders wanted to build a modern hotel operating company powered by technology from day one.

“Our idea is to keep growing this year, very much focused in Galicia and eventually expand outside of Galicia, and beyond Spain,” explains Co-Founder José Luis Carro Roca.

Creating experiences, not simply places to stay

Aura’s long-term vision extends well beyond accommodation. While many hotel groups focus primarily on rooms, Aura wants every property to become a gateway to its destination.

Whether guests are completing the Camino de Santiago or exploring Galicia’s coastal towns, the goal is to curate local restaurants, tours, experiences, and insider recommendations that transform every stay.

As José Luis Carro Roca puts it,”what we would like to do is not only give you accommodation, but give you an amazing experience because we know the destination.”

This philosophy required technology that could evolve alongside the business.

Looking beyond a traditional PMS

Like many fast-moving startups, Aura moved quickly. Initially, the company adopted another PMS before beginning development of its own platform.

But as the portfolio expanded, they realized building an entire hospitality ecosystem from scratch wasn’t the right long-term strategy. Instead, they wanted a robust platform that could serve as the foundation while allowing them to innovate around it.

Cloudbeds offered exactly that.

“We wanted a solution that would allow us to grow for the next couple of years at minimum.”

Rather than replacing their own technology ambitions, Cloudbeds became the platform upon which they could build. “The all-in-one approach was the selling point for us.”

By bringing PMS functionality, guest management, digital marketing capabilities, distribution, and an open API together within one ecosystem, Cloudbeds provided the scalable backbone Aura needed.

Building around a powerful foundation

For Aura, adopting Cloudbeds was just the beginning. Using the Cloudbeds Open API, the company has already developed several custom applications tailored to its unique operating model.

Its in-house housekeeping application connects directly to Cloudbeds while giving operational teams workflows designed specifically for Aura’s needs.

The company has also created its own guest communication platform that automatically sends online check-in information and generates personalized smart lock access codes, bridging Cloudbeds with third-party door lock technology.

“Cloudbeds is our base, but we still have our own suite of applications.”

This flexibility allows Aura to continuously innovate without sacrificing the stability of a proven hospitality platform.

Technology built for scale

As Aura grows, the founders remain focused on reducing complexity. Rather than assembling dozens of disconnected systems, they want one central platform capable of supporting every property.

“What I really dislike is having many different applications. I like having everything integrated.”

For Aura, Cloudbeds delivers exactly that. “I think Cloudbeds is a good solution to build that.”

The company sees Cloudbeds as more than today’s PMS.

From revenue management and AI-powered guest communications to future reporting capabilities, Aura believes Cloudbeds is uniquely positioned to become the software modern hospitality businesses need.

“I would like to only have Cloudbeds.”

Fast implementation backed by expert support

Despite implementing Cloudbeds during a period of rapid expansion, Aura’s onboarding remained smooth.

“Our onboarding coach was great. The overall experience was very good.”

The combination of knowledgeable onboarding specialists, migration support, and a fast implementation process allowed Aura to continue growing while transitioning to its new technology platform.

A platform built for what’s next

Aura Hoteles is still at the beginning of its journey. More properties are planned, new markets are already being explored, and additional custom applications are under development.

Rather than viewing technology as something that limits innovation, Aura has built its business around the belief that the right platform should accelerate it.

By combining Cloudbeds’ unified hospitality platform with the flexibility of the Open API, Aura is creating an operating model designed not only for today’s portfolio, but for the hotels and countries it plans to add tomorrow.