Process over tools.
An accommodation does not run because it has good tools. It runs because it has good processes. Technology is chosen to support processes that already make sense, not to invent them.
About Lares
A layer of judgement on the owner's side.
Lares Gestión y Consultoría S.L. is a company incorporated in 2025 to fill the gap between small and mid-sized accommodations and technology providers.
Position
We work on the owner's side.
With judgement on the technology and attention on the operation.
Three ideas that hold up the rest.
Three convictions that order how we work. If any of them does not fit your reading of the trade, we are going to have plenty to talk about in the diagnostic.
Stack proportional to the accommodation.
The stack has to be sized to the actual case, not to the provider's ego. Fourteen rooms do not need the PMS of a two-hundred-room chain. Two hundred rooms cannot be managed with the PMS for fourteen.
If it does not add, it does not enter.
Every piece of the stack has to justify itself by real, measurable value. If a tool does not improve operations or free up hours, it does not enter production no matter how much the provider insists.
The method, in one sentence.
Write the process before buying the tool. Always.
A consultancy that recommends a PMS without having seen how your team operates is selling software, not solving a problem. Lares does not fit that model.
Two partners at the front, zero intermediaries.
The client always talks to the partners directly. The partners activate whichever technical muscle is needed. No account manager, no indirect channel.
Cofounder · Director of Projects
Omar Collado Pérez
Nearly six years in hospitality operations: five years running an urban hostel and one year leading operations at a rural hotel. Before that, a decade in technical production for international cultural events and a stint in the international commissioning of wind turbines. Higher Technician in Telecommunications and IT Systems and a degree in Tourism from UNED.
LinkedIn profileCofounder · Partner
Alberto Ruiz García
Law degree from UCLM and a business administration degree from UCAM. Background in international business law applied to renewables, legal consulting in post-Brexit London, commercial banking and real estate in Manhattan. Today, digital transformation of the legal sector via legal tech and AI automation.
LinkedIn profileA network of specialists activated case by case.
Four areas with concrete profiles. They do not bill for meetings; they bill for what they execute. The partners direct, they do the work.
Design and development
Art direction and design, bespoke web development, API integrations between PMS, channel manager, ERP and compliance tools. Zero templates, zero bloated CMSes.
- Art direction
- Bespoke web
- APIs and integrations
- Organic search positioning
Hotel operations
Hotel management with real operational experience, front desk seasoned in high-occupancy environments, SOP writing and team training in production.
- Hotel management
- 24h front desk
- Operational SOPs
- Team training
Compliance and tax
SES Hospedajes (Spanish guest registration system), Verifactu (Spanish electronic invoicing system), PMS-ERP connections, regional tourism regulations, audit handling. The legal stitched into the flow, not bolted on as a separate layer.
- SES Hospedajes
- Verifactu
- Tourism ERP
- Regional regulations
Technology and revenue
PMS, channel manager, RMS, access control and automation specialists. Architecture of AI solutions applied to hotel operations, with no marketing smoke.
- PMS and channel
- Revenue and pricing
- Access control
- Applied AI
No partner logos, direct relationship with product teams.
There are no partner logos or public certification badges here. That is deliberate: the stack is chosen by fit with the real case, not by loyalty to a brand. If a piece stops working well for a specific client, it gets swapped out.
What does not exist.
No commission per activated licence, no bonus per recommended provider, no closed short list of mandatory brands. If the best piece for your case is the one that gives us no margin, that is the one that goes in.
What does exist.
A direct relationship with the product teams of the tools we recommend. In several cases it reaches the CEO or CTO of the provider. It translates into professional-grade commercial terms, direct support instead of a ticket queue, custom development work and influence over the roadmap.
The money, in a straight line.
No commission per licence, no bonus per recommended brand, no hidden fees. Revenue comes from the client, not from the providers.
Project fee and maintenance fee.
Revenue comes from the project fee and the monthly recurring maintenance fee. Zero commission per activated licence, zero bonus per recommended brand. The recommendation is justified by fit with the case, not by loyalty to a provider.
No public rate cards, no closed packages.
The specific rate arrives after the diagnostic, in a closed written proposal. We do not sell upfront plans or licences; we sell a path sized to the case.
Let's book 30 minutes.
A video call at no cost and no commitment. A mandatory starting point before any proposal.