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People:
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August 15, 2014

Enrique Sarasola

People:
Main
August 15, 2014

Enrique Sarasola

couch surfer

Creating places to crash around the world
Enrique Sarasola and his friends felt there was a void in the hotel industry and would spend hours discussing what their ideal hotel would be like. “We seemed to always struggle to find a stylish and modern place to stay that was affordable, centrally located, and with a hip knowledgeable staff,” he says.
Thus Room Mate Hotels was born. The philosophy: the best way to experience a city is by visiting a friend who lives there. “Our hotels have the characteristics of a real host, and each has a distinct personality that reflects the neighborhood flavor,” explains Sarasola, a former Olympian equestrian who started the company with husband Carlos Marrero (he stems from a restoration family business) and friend Gorka Atorrasagasti (a former entertainment and nightlife event planner). “[The hotels] allow you to experience the lifestyle of the destination, so our guests feel like locals.”
Each hotel has a “friend’s” name (from Lola to Marcos to Oscar), and the person’s distinct personality and style (fitting for the area of course) comes alive through the décor and the company’s website-there’s a photo of the “person”, welcome letter from
The first Room Mate-Mario-opened in the historic and lively Opera district of Madrid in 2003. Today, just more than five years later, the company boasts 12 hotels throughout Spain-Madrid, Salamanca, Valencia, Malaga, Oviedo, and Granada-and 360 employees. “Over the years, we have learned our many lessons from Mario’s success and have been able to become experts at launching vibrant and exciting properties around Spain,” Sarasola says. With all of this success, he’s looking elsewhere. In fact, Room Mate made its U.S. debut a few months ago in New York City-dubbed Grace, it’s housed in hotelier Andre Balazs’ former budget hotel QT in Times Square. Even though the hotel already had a sleek look, Sarasola brought in Castillo to renovate. Above The lobby at Grace in New York City.

from top: A guestroom at the Grace; an executive guestroom at Leo in Granada designed by Victoria and Sylvia Melián Randolph; and checkered wallpaper defines a standard guestroom at Marcos in Oviedo.
him/her, tidbits about themselves, and can’t-miss local recommendations. “Our aim was to take the hotel and concierge relationship to an entirely new level,” he says, adding that he works with various renowned Spanish designers for the properties including Tomas Alia, Pascua Ortega, Lorenzo Castillo, Carlos Sanchez, and Victoria and Sylvia Melián Randolph. “Most of them I have known over the years and have personal relationships with them. The key to success in working with different designers is to have a genuine friendship with each one. Once you are friends with your designer, you can work more closely together to execute a creative, shared vision.”

Funky artwork hangs in one of Leo’s hallways.

 Highlights include reconfiguring the closets, adding new linens and bedspreads, redoing the breakfast area (complimentary gourmet breakfast is a company trademark), and replacing the “more stark look of the property with intricately and colorfully designed wallpaper,” Sarasola explains. “We picked Grace as our first location in the U.S. because we felt that the property was located in the very heart and pulse of the nation. The proximity of the property to all of Manhattan’s attractions and the spectacular design and layout of the old property certainly fit with our brand. It has always been my dream to have a hotel in New York City.”
Manhattan is just the beginning of the company’s expansion plans: in 2009 hotels are planned for Buenos Aires, Mexico City (two), Barcelona, and Madrid (the company’s fifth). “We believe that these cosmopolitan cities in Latin America are places that our customers both reside in and travel to,” he says, adding that the next U.S. hotel is planned for Miami.
And with the current state of the economy, Room Mate Hotels may be just what the economist ordered. “Guests are looking for the very best value available,” Sarasola explains. “We believe that the jet set are now looking for stylish, warm, and comfortable environments where they would feel at home, as if they were staying at a friend’s house. We truly believe that nowadays staying at a spectacularly designed hotel with premium quality bedding, bathrooms, and amenities should not cost consumers a fortune. Our guests feel like they have received more than they’ve paid for, which is the key to success in a difficult economy.” www.room-matehotels.com
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