Domus Selecta Convention 2026

The boutique hotels of Domus Selecta’s exclusive collection came together in the historic and charming city of Santiago de Compostela, Galicia, to celebrate Spain’s annual convention, a gathering that brought together innovation, inspiration, and the true spirit of boutique hospitality at the Eurostars Gran Hotel Santiago. 

A Gathering to Share the Essence of Domus Selecta

The day began in a carefully designed space, where golden and burgundy tones—the signature colors of Domus Selecta—filled the room with understated warmth and elegance. Xavier Cortes, General Manager of Keytel, delivered a welcoming speech that officially kicked off the event.

María Deus, Brand Manager of Domus Selecta, took the stage to present the collection’s updates for 2026. Highlights included the exclusive Gift Card, now also available at the hotels themselves, allowing guests to share the experience of an unforgettable stay with others. Additionally, the new catalog, the Domus Selecta blog, and the brand’s upcoming events for the year were unveiled, among other initiatives. 

Insights Shaping the Future of Boutique Hospitality

The Power of Social Media to Share Experiences

The first talk was delivered by Sara Fernández from the boutique social media agency Nortecreando. Her presentation was outstanding—engaging, insightful, and especially valuable for the attending hoteliers.

Sara emphasized that social media can be much more than just visual showcases: they are powerful tools for conveying authentic emotions and experiences. She highlighted that images that evoke genuine feelings connect more effectively with users than the typical perfectly staged room photos, becoming a powerful way to communicate the unique value of each boutique hotel.

Artificial Intelligence and the New Paradigm of Direct Sales

Next, Nil Espinar addressed a crucial topic for the industry: “The Key Role of Artificial Intelligence: The New Paradigm of Hotel Direct Sales.”

His presentation offered a practical and insightful view of how AI is redefining the way guests discover, compare, and book hotels, transforming direct sales strategies and consumer decision-making. It was a session full of valuable insights, opening new perspectives on the technological evolution of the hospitality sector.

The Future of Hotel Design and Spaces

The day of presentations concluded with Marisa Santamaría’s intervention, who reaffirmed that the trend of boutique hotels and charming accommodations—hallmarks of Domus Selecta—is not a passing phase: it’s here to stay.

Marisa explained how interior spaces are evolving alongside changes in both personal and professional lifestyles, highlighting the importance of adapting contemporary design to the needs of the 21st century.

Between presentations, attendees enjoyed an elegant coffee break, a relaxed moment to meet, exchange ideas, and continue building connections.

Awards for Excellence in Boutique Hotels

The presentations concluded with the awarding of prizes and recognitions to hotels for their excellence within the Domus Selecta collection. Honors ranged from distinctions for their long-standing contribution to the brand to awards for excellence in interior design, sustainability, or guest experience. 

• Recognition for Long-Standing Contribution to Domus Selecta: Palacio Las Manillas
• Recognition for Excellence in Hotel Interior Design: Casa Pizarro
• Recognition for Excellence in Sustainable Practices: Santa Clara Urban Hotel & Spa
• Recognition for Excellence in Guest Experience: Quinta San Francisco 

Workshop and Networking with Travel Agencies

After the presentations, the hoteliers moved down to the workshop room, where they met with Galician travel agencies in a dynamic and engaging networking session that strengthened relationships among the different players in the industry.

Wine Tasting with Ferrer Wines

The evening continued with a wine tasting hosted by Ferrer Wines, where their cava, Can Sala, stood out in particular. Several guests even described it as “the best they had ever tasted in their lives.” It was a fun and enjoyable tasting that combined learning and pleasure in a relaxed atmosphere.

Live Art and Galician Cuisine

One of the most memorable moments of the evening was undoubtedly the live performance by the watercolor artist, who painted the façades of the attending hotels during the cocktail. Each hotelier was able to take their artwork home as a unique memento of the evening.

During the cocktail, attendees also enjoyed an exquisite selection of Galician cheeses and a variety of canapés, providing the perfect conclusion to a day full of inspiration, networking, and shared experiences.

A Community United by Excellence

The Domus Selecta 2026 annual convention not only reaffirmed the prestige of the collection but also highlighted its core essence: unique experiences, memorable moments, and an ongoing commitment to excellence in boutique hospitality.