Piñero doubles down on local culture with Cultura Viva

Travelers no longer just want a hammock and a buffet. They seek authenticity, to immerse themselves in the destination. Piñero knows this and has just consolidated its Cultura Viva program, a bet on purpose-driven tourism that integrates local communities into the guest experience.

According to Hosteltur, the hotel group reinforces its commitment to local culture as a differentiating factor. It's no longer enough to place a craftsman in the lobby: it's about creating real connections between residents and visitors. I see this as a smart move in a market where differentiation has become elusive.

The interesting thing is that Cultura Viva doesn't come from a marketing manual, but from a genuine bet to preserve the identity of the destinations where Piñero operates. A traveler who takes home a story, not a plastic souvenir, is the one who comes back. And that, in terms of profitability, cannot be beaten.