Room Mate Hotels

As he was developing his business plan for what would eventually become the Spanish chain Room Mate Hotels, Enrique Sarasola was confronted by naysayers who told him there was nothing new in the hotel industry. Check-out was 11 a.m., period. Continental breakfast was served until 10 a.m. at the latest, period. High design meant high prices, period. To which Sarasola replied, why?