La cadena de hoteles Selina, la marca que arrancó en el 2015 cuando Daniel Rudasevski y Rafael Museri abrieron su primer hotel en Panamá, desembarcará en Wall Street con una valoración de 1.200 millones de dólares.
Wall Street es conocido como el mayor distrito financiero de la ciudad Nueva York y del mundo. Se ubica en la Bolsa de Valores de Nueva York.
Esa experiencia panameña fue, de hecho, la que marcó de manera definitiva el estilo que abrió el éxito de Selina: hoteles con clima de hospedaje para jóvenes, pero con un cierto nivel de lujo, apuntando al público de los Millennials y la Generación Z.
Rudasevski y Museri llegaron a Panamá en el 2007. Se instalaron en la zona de Pedasí, en el extremo sudoriental de la península de Azuero, sobre el Pacífico. Ahí es adonde se enamoraron de las playas y de la amabilidad de los lugareños.
Los futuros dueños de la cadena se habían enamorado de las playas panameñas y de la amabilidad de los lugareños
Después de esos siete años, volvieron a Israel para recolectar la primera tanda de capital y abrir el hotel originario en Panamá. Luego, y gracias al inmediato éxito- seguirían muchos otros, desde Buenos Aires a Nueva York y Chicago, pasando por Nicaragua, Israel, Portugal y Grecia.
La fórmula que combina habitaciones baratas con baño compartido y otras de lujo de varios cientos de dólares por noche resultó una buena apuesta, a la que sumaron espíritu ambientalista y la posibilidad para los huéspedes de llevar a cabo trabajo voluntario en la zona de algunos de los hoteles.
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También se incluyen zonas de trabajo compartido para los “nómadas digitales” y, siempre, un ambiente muy “juvenil”, tecnológico y relajado.
Ahora, con 134 propiedades alrededor del mundo -de las cuales ochenta y tres ya están operando-, les llegó el momento de capitalizar esa apuesta.
Selina se asoció con la firma estadounidense de negocios financieros BOA Acquisition Corp. para salir a cotizar en la bolsa de Nueva York. Con un valor de capital de aproximadamente 1.200 millones de dólares.
No es para menos el interés: según la propia BOA, los hoteles de Selina están sentados sobre un mercado de viajeros Millennial y Gen Z que puede llevar a la empresa de los israelíes a una “oportunidad de mercado” de cerca de 350.000 millones, también de la moneda estadounidense.
“Buscamos redefinir el futuro del alojamiento”, afirmó uno de los fundadores de Selina
Según se informó en un comunicado, se espera que la transacción se cierre en la primera mitad del 2022. La compañía combinada operarará como Selina Hospitality y sus acciones ordinarias se cotizarán en la Bolsa de Valores de Nueva York con la clave de pizarra SLNA.
El reporte sobre la operación apuntó que la cadena amplió “constantemente su alcance geográfico” identificando “hoteles de bajo rendimiento”. La transformó en “centros culturales a través de asociaciones con artesanos locales, diseñadores y proveedores de alimentos y bebidas”.
En el centro de la fórmula, una programación de actividades “inspirada en experiencias locales”. De hecho, Selina se inscribe en un nuevo “género” hotelero, la “hospitalidad de experiencias” para los huéspedes.
“Buscamos redefinir el futuro del alojamiento creando una marca y seleccionando experiencias que resuenen fuertemente con nuestros clientes”, dijo Museri, uno de los fundadores de la cadena.
Los viajeros Millennials y Gen Z “buscan autenticidad y experiencias de primer nivel en cada paso, quieren sumergirse en la cultura local de cada lugar que visitan”, afirmó el empresario israelí, confirmando la clave del éxito que lo está llevando a Wall Street.
Por su lado, el director ejecutivo de BOA, Brian Friedman, dijo que Selina “está abarcando un gran mercado”. Al “brindar adaptaciones y experiencias que no se pueden replicar fácilmente”.
La marca, completó, “trasciende la hospitalidad y ha creado una comunidad leal y un estilo de vida al que los clientes quieren pertenecer mucho después de su primera estadía”.
Israel Económico
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