# By Salomon Hospitality launches Círculo for upscale hotels in unique buildings

Canonical-URL: https://notitur.com/en/digest/circulo-new-upscale-hotel-brand
Text-Version: https://notitur.com/en/digest/circulo-new-upscale-hotel-brand.txt
Markdown-Version: https://notitur.com/en/digest/circulo-new-upscale-hotel-brand.md
Language: en
Published: 2026-08-27T16:14:19.817Z
Modified: 2026-08-27T16:14:19.817Z
Author: Joan Sanz
Topics: Hotels
Summary: The company expands its own-brand strategy with a label focused on architecture with value.

## Article

By Salomon Hospitality is expanding its own-brand strategy and [launches Círculo](https://www.hosteltur.com/178294_by-salomon-hospiality-lanza-circulo-su-nueva-marca-de-hoteles-de-alta-gama.html?utm_source=rss&utm_medium=rss&utm_campaign=by-salomon-hospiality-lanza-circulo-su-nueva-marca-de-hoteles-de-alta-gama), a brand designed for **upscale hotels** located in **buildings with architectural value**. Not a typical chain, it's a label that seeks to give identity to singular properties.

The decision to create an own brand for this segment makes sense. In a market where luxury has been democratized, differentiating by architecture is a smart move. High-end travelers are no longer looking only for services, they are looking for **spaces with history** and design to tell.

The name chirps a bit, honestly. Círculo with an accent and capital initial, for a hotel, can sound like a roundabout or a gated community. But the underlying idea is powerful: **specializing in built heritage** can be a goldmine, especially in cities with historic housing stock.

We'll have to see if Círculo manages to attract owners of unique buildings who don't want to operate them themselves. If the formula works, it could open a new growth path for medium-sized groups that can't compete for new assets.

In my view, this move reinforces the trend of upscale boutique brands, and I'm glad a Spanish group is betting on something different. Now it's up to the buildings to sign up. And that the name doesn't scare them off.

## Sources

- Hosteltur: https://www.hosteltur.com/178294_by-salomon-hospiality-lanza-circulo-su-nueva-marca-de-hoteles-de-alta-gama.html?utm_source=rss&utm_medium=rss&utm_campaign=by-salomon-hospiality-lanza-circulo-su-nueva-marca-de-hoteles-de-alta-gama

## Citation

By Salomon Hospitality launches Círculo for upscale hotels in unique buildings. Notitur. 2026-08-27. https://notitur.com/en/digest/circulo-new-upscale-hotel-brand