About us
About us
Over 50 years of creating memories
About us

Specialists in sun and beach tourism

The hotel group was established at the beginning of the sixties by Mr. José Mª Caballé. It specializes in “sun and beach” tourism and currently oversees the marketing and management of 18 establishments situated across Villajoyosa, Orihuela Costa, La Manga del Mar Menor, Peñíscola, Alcocéber, Benicasim, Oropesa del Mar, Mojácar and Benidorm. Overall the group owns 8,500 hotel beds available throughout Spain’s Mediterranean coast and has its head offices, booking centre and purchasing and supply centre in Benidorm.

The origins of Servigroup Hotels revert to 1969, when a young enterprising hotel manager, José Mª Caballé, decides to move from the Costa Brava to Benidorm, with the purpose of establishing a new company in an upcoming tourist area. The initial company was named Servihotel, which at present is the core of the group and is formed by the head offices and purchasing and supply centre. This business venture grew stronger with time, resulting from the purchase of various plots of land, the construction of the first hotels and the acquisition and sale of other establishments. The progression of the group can be summarised as follows: The first ten years were dedicated to the creation and consolidation of the hotel chain. Followed by another ten years to develop and implement the founder’s own business policy. Finally, a further ten years “to accomplish minimum dividends, further investment for the refurbishment and update of the product and the attainment of the highest levels of customer service”.

In 2003 the group extended its working areas to Mojácar (Almería) with the acquisition of two 4-star hotels: the Hotel Servigroup Marina Playa **** and the Hotel Servigroup Marina Mar ****. Previously it had concentrated its establishments around the Valencian Community. During the summer of 2005 the acquisition of another three star hotel was made in Benidorm, the Hotel Servigroup Pueblo Benidorm *** with more than 1,000 beds. In 2011, the chain consolidates itself as leader in

the Valencia region with the acquisition of the hotel Servigroup Romana *** in Alcocéber (Castellón), and in December of the same year the chain acquires the Servigroup Galúa **** hotel, in La Manga del Mar Menor (Murcia). In 2018 the chain acquires the Hotel Servigroup Trinimar ****, in Benicasim (Castellón), and later, in 2019 the Hotel Servigroup Koral Beach **** in Oropesa del Mar (Castellón).

The group’s policy has always been based on offering good value for money and the continuous improvement of its product. Consequently, this has been rewarded with high levels of customer satisfaction and loyalty. As a prime example of this are the over 500 awards that the hotel chain are proud to have received over the years from numerous tour operators that they work with, as well as online travel sites such as TripAdvisor or Booking, among others. In addition, the group has also received prestigious awards from the Ministry of Tourism, the chamber of commerce, as well as American Institutions, and main European tour operators.


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Hotel Papa Luna Peñiscola

The origins of Servigroup Hotels revert to 1969, when a young enterprising hotel manager, José Mª Caballé, decides to move from the Costa Brava to Benidorm, with the purpose of establishing a new company in an upcoming tourist area. The initial company was named Servihotel, which at present is the core of the group and is formed by the head offices and purchasing and supply centre. This business venture grew stronger with time, resulting from the purchase of various plots of land, the construction of the first hotels and the acquisition and sale of other establishments. The progression of the group can be summarised as follows: The first ten years were dedicated to the creation and consolidation of the hotel chain. Followed by another ten years to develop and implement the founder’s own business policy. Finally, a further ten years “to accomplish minimum dividends, further investment for the refurbishment and update of the product and the attainment of the highest levels of customer service”.

In 2003 the group extended its working areas to Mojácar (Almería) with the acquisition of two 4-star hotels: the Hotel Servigroup Marina Playa **** and the Hotel Servigroup Marina Mar ****. Previously it had concentrated its establishments around the Valencian Community. During the summer of 2005 the acquisition of another three star hotel was made in Benidorm, the Hotel Servigroup Pueblo Benidorm *** with more than 1,000 beds. In 2011, the chain consolidates itself as leader in

the Valencia region with the acquisition of the hotel Servigroup Romana *** in Alcocéber (Castellón), and in December of the same year the chain acquires the Servigroup Galúa **** hotel, in La Manga del Mar Menor (Murcia). In 2018 the chain acquires the Hotel Servigroup Trinimar ****, in Benicasim (Castellón), and later, in 2019 the Hotel Servigroup Koral Beach **** in Oropesa del Mar (Castellón).

The group’s policy has always been based on offering good value for money and the continuous improvement of its product. Consequently, this has been rewarded with high levels of customer satisfaction and loyalty. As a prime example of this are the over 500 awards that the hotel chain are proud to have received over the years from numerous tour operators that they work with, as well as online travel sites such as TripAdvisor or Booking, among others. In addition, the group has also received prestigious awards from the Ministry of Tourism, the chamber of commerce, as well as American Institutions, and main European tour operators.


Awards from various institutions and agencies.

Awarded to José Mª Caballé Horta

Awarded to Servigroup, Servihotel

2020
Gran Escudo de Caldas Gold Medal

Honoured by the Governor of the Department of Caldas with the Gran Escudo de Caldas Gold Medal for his exemplary and positive work and dedication to the development and social and economic growth of the region (December 2019, decree 0373). He has also been recognised for his contribution to training for students from several Colombian universities who undertake placements in Spain in the group’s hotels.

Order of the Caldas Medal in the “Great Shield” category (Colombia), in recognition of his outstanding work in favor of tourism and educational development of the region.

2019
New partner of EXCELTUR

March: Sr. Caballé appointed new partner of EXCELTUR (Alliance for Tourism Excellence).

2019
Pico y Pala Award

Pico y Pala Award, (Hard work reaps rewards) Benilover category, granted by Visit Benidorm for collaborating in the promotion of Benidorm.

2018
Support to sport

Award for the support to sport, granted by the City council of Benidorm. The most outstanding entity for its support and promotion of sport in Benidorm 2017-2018.

2017
Recognition by Cotelco

Recognition by Cotelco (Columbian Hotel and Tourism association) for his support in the development of tourism in Caldas, as well as generating employment and greater social and economic growth in the region.

2017
Support to sport

Award for the support to sport, granted by the City council of Benidorm. The most outstanding entity for its support and promotion of sport in Benidorm 2016-2017.

2016
Escudo de Caldas, Gold and Diamond medal Alicante’s Chamber of Commerce

Escudo de Caldas (Colombia) in honour of merit.

Gold and Diamond medal from the Alicante’s Chamber of Commerce in recognition of his extensive business career.

2015
Doctor Honoris Causa in Business Administration “The Constantinian University” and Prize University of Alicante

Doctor Honoris Causa in Business Administration for his business career by “The Constantinian University” based in the U.S.A.

Prize awarded by the University of Alicante for his professional career.

2015
"Hotel Group of the Year"

Servigroup named by David Urquhart as "Hotel Group of the Year".

2014
Commander and Illustrious Son of the city of Manizales (Colombia)

Commander and Illustrious Son of the city of Manizales (Colombia), Manizales City Hall.

2014
Local and regional sports award

December 2014: Local sports award, Benidorm Town Hall.

December 2014: regional award for sport online newspaper "Regional Sport".

2013
"City of Benidorm" tourism

Prize "City of Benidorm" tourism, Benidorm Town Hall (27/9/2013).

2012
Persephone Magazine Award "Gold Star"

Persephone Magazine Award "Gold Star" directed by Luis Maria Anson.

2011
Persephone Magazine Award "Gold Star"

Persephone Magazine Award "Gold Star" directed by Luis Maria Anson.

2010
"Índalo Gold" and Sport Award

"Índalo Gold", symbol of the city of Almeria, Mojacar granted by the City Council (January during the Fitur fair).

Sport Award, City of Benidorm.


2009
Mark of Excellence Award and Sports support

Mark of Excellence Award from Thomas Cook for the chain.

Award for sports support, granted by the Benidorm Basketball Club.

2008
Honorary Award Jeturbe and Prize "Pedro Zaragoza Orts"

Honorary Award Jeturbe (Young Entrepreneurs of Benidorm Tourism) association in March 2008.

Prize "Pedro Zaragoza Orts" by the Alicante Association of Journalists and Writers of Tourism (AAPET) (December).

2007
Sports support

Award for sports support, granted by the Benidorm Basketball Club.


2006
Gold Medal AICO

Gold Medal of AICO (Ibero-American Association of Chambers of Commerce).

2003
"Important" Award

"Important" Journal Award Information


2002
Silver Badge HOSBEC

Silver Badge HOSBEC granted by Jose Maria Caballé.

2001
Honorary Plaque National Police

Honorary Plaque awarded to Servigroup by the National Police.

1998
Gold Badge Benidorm Football Club

Gold Badge granted by the Benidorm Football Club (J.M.C.).

1998
Thomson Safety First

Safety First -Thomson 1998.

1996
Tourism Cierval

Member of the Board of Tourism Cierval.

1996
Thomson Safety First

Safety First -Thomson 1996.

1995
III Seminar AAPET (Association Alic Period and Writers of Tourism)

Participation as speaker at the III Seminar AAPET (Association Alic Period and Writers of Tourism) of the Complementary Offer of Tourism & Sport.

1993
unset Center - London

Prize awarded to Servigroup Travel by Sunset Center - London.

1990
Award for effectiveness in the promotion and development of tourism

Award for effectiveness in the promotion and development of tourism awarded by the Chamber of Commerce of Alicante.

1990
Best Hotel Chain

Award for Best Hotel Chain granted by Travel Dep.

1989
Chamber of Commerce of Alicante

Award for effectiveness in the promotion and development of tourism awarded by the Chamber of Commerce of Alicante.


1988
Best company

Award for the best company granted by ABRECA.

1987
American Award for Tourism

American Award for Tourism (Group Servihotel awarded by BID, Business Initiative Directions).

1985
Sports support

Award for sports support, granted by the Benidorm Basketball Club.


1982
"Baden Powell Scouts" National Association

Diploma awarded by the "Baden Powell Scouts" National Association for their assistance in the first congress.

1977
Silver Medal by the National Union of Hospitality and Tourism

Silver Medal of Merit in the Hospitality Industry, awarded to Servihotel by the National Union of Hospitality and Tourism.

Awarded to José Mª Caballé Horta
2020
Gran Escudo de Caldas Gold Medal

Honoured by the Governor of the Department of Caldas with the Gran Escudo de Caldas Gold Medal for his exemplary and positive work and dedication to the development and social and economic growth of the region (December 2019, decree 0373). He has also been recognised for his contribution to training for students from several Colombian universities who undertake placements in Spain in the group’s hotels.

Order of the Caldas Medal in the “Great Shield” category (Colombia), in recognition of his outstanding work in favor of tourism and educational development of the region.

2019
New partner of EXCELTUR

March: Sr. Caballé appointed new partner of EXCELTUR (Alliance for Tourism Excellence).

2018
2017
Recognition by Cotelco

Recognition by Cotelco (Columbian Hotel and Tourism association) for his support in the development of tourism in Caldas, as well as generating employment and greater social and economic growth in the region.

2016
Escudo de Caldas, Gold and Diamond medal Alicante’s Chamber of Commerce

Escudo de Caldas (Colombia) in honour of merit.

Gold and Diamond medal from the Alicante’s Chamber of Commerce in recognition of his extensive business career.

2015
Doctor Honoris Causa in Business Administration “The Constantinian University” and Prize University of Alicante

Doctor Honoris Causa in Business Administration for his business career by “The Constantinian University” based in the U.S.A.

Prize awarded by the University of Alicante for his professional career.

2014
Commander and Illustrious Son of the city of Manizales (Colombia)

Commander and Illustrious Son of the city of Manizales (Colombia), Manizales City Hall.

2013
2012
Persephone Magazine Award "Gold Star"

Persephone Magazine Award "Gold Star" directed by Luis Maria Anson.

2011
Persephone Magazine Award "Gold Star"

Persephone Magazine Award "Gold Star" directed by Luis Maria Anson.

2010
"Índalo Gold" and Sport Award

"Índalo Gold", symbol of the city of Almeria, Mojacar granted by the City Council (January during the Fitur fair).

Sport Award, City of Benidorm.


2009
2008
Honorary Award Jeturbe and Prize "Pedro Zaragoza Orts"

Honorary Award Jeturbe (Young Entrepreneurs of Benidorm Tourism) association in March 2008.

Prize "Pedro Zaragoza Orts" by the Alicante Association of Journalists and Writers of Tourism (AAPET) (December).

2007
2006
Gold Medal AICO

Gold Medal of AICO (Ibero-American Association of Chambers of Commerce).

2003
"Important" Award

"Important" Journal Award Information


2002
Silver Badge HOSBEC

Silver Badge HOSBEC granted by Jose Maria Caballé.

2001
1998
Gold Badge Benidorm Football Club

Gold Badge granted by the Benidorm Football Club (J.M.C.).

1996
Tourism Cierval

Member of the Board of Tourism Cierval.

1995
III Seminar AAPET (Association Alic Period and Writers of Tourism)

Participation as speaker at the III Seminar AAPET (Association Alic Period and Writers of Tourism) of the Complementary Offer of Tourism & Sport.

1993
1990
Award for effectiveness in the promotion and development of tourism

Award for effectiveness in the promotion and development of tourism awarded by the Chamber of Commerce of Alicante.

1989
Chamber of Commerce of Alicante

Award for effectiveness in the promotion and development of tourism awarded by the Chamber of Commerce of Alicante.


1988
1987
1985
1982
"Baden Powell Scouts" National Association

Diploma awarded by the "Baden Powell Scouts" National Association for their assistance in the first congress.

1977
Awarded to Servigroup, Servihotel
Pico y Pala Award

Pico y Pala Award, (Hard work reaps rewards) Benilover category, granted by Visit Benidorm for collaborating in the promotion of Benidorm.

Support to sport

Award for the support to sport, granted by the City council of Benidorm. The most outstanding entity for its support and promotion of sport in Benidorm 2017-2018.

Support to sport

Award for the support to sport, granted by the City council of Benidorm. The most outstanding entity for its support and promotion of sport in Benidorm 2016-2017.

"Hotel Group of the Year"

Servigroup named by David Urquhart as "Hotel Group of the Year".

Local and regional sports award

December 2014: Local sports award, Benidorm Town Hall.

December 2014: regional award for sport online newspaper "Regional Sport".

"City of Benidorm" tourism

Prize "City of Benidorm" tourism, Benidorm Town Hall (27/9/2013).

Mark of Excellence Award and Sports support

Mark of Excellence Award from Thomas Cook for the chain.

Award for sports support, granted by the Benidorm Basketball Club.

Sports support

Award for sports support, granted by the Benidorm Basketball Club.


Honorary Plaque National Police

Honorary Plaque awarded to Servigroup by the National Police.

Thomson Safety First

Safety First -Thomson 1998.

Thomson Safety First

Safety First -Thomson 1996.

unset Center - London

Prize awarded to Servigroup Travel by Sunset Center - London.

Best Hotel Chain

Award for Best Hotel Chain granted by Travel Dep.

Best company

Award for the best company granted by ABRECA.

American Award for Tourism

American Award for Tourism (Group Servihotel awarded by BID, Business Initiative Directions).

Sports support

Award for sports support, granted by the Benidorm Basketball Club.


Silver Medal by the National Union of Hospitality and Tourism

Silver Medal of Merit in the Hospitality Industry, awarded to Servihotel by the National Union of Hospitality and Tourism.

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