Eurostars opens second hotel in San Sebastian

Eurostars just added its second hotel in San Sebastian with the opening of Villa Itziar, a four-star property with 27 rooms set in a rehabilitated former villa. This move brings the chain's total in the Basque Country to three, all added in the last year, according to Hosteltur. The hotel operates under a lease agreement, a formula that allows growth without taking on full ownership risk.

• San Sebastian already had one Eurostars, now it has a second.
• Bilbao completes the Basque trio.
• These are company-managed hotels, not franchises.

I find it a bit surprising that all three entered the portfolio within just one year. It could signal that the group sees a real opportunity in Euskadi, but also that it's racing to establish a presence before prices rise. Villa Itziar is boutique, only 27 keys, fitting a strategy of hotels with personality, far from the corporate standard.

For the industry, this is positive news: it strengthens the accommodation supply in San Sebastian, a market that keeps attracting interest. And note, leasing allows testing the market without tying up too much capital. If the hotel works, Eurostars made a smart bet. If not, it can always renegotiate. Pragmatic play.

That said, competition in Donosti is fierce. We'll see how this new asset positions itself against independents and big chains. For now, Eurostars shows it's still betting on the north.