HyperGuest & Turim

Turim Hotels Group, founded in 1992, is a group in solid and positive expansion, currently featuring units from North to South of Mainland Portugal and Madeira Island. With 11 hotels in the Lisbon area alone and more openings on the horizon, the group is defined by a dynamic spirit and a commitment to providing the best experience for both business and leisure travelers.

To support this growth and take back control of their distribution, Turim Hotels Group has partnered with HyperGuest. As part of our ongoing mini-interview series, we spoke with Francisco Faustino, Cluster Revenue & Ecommerce Manager, about the group's "Direct-to-Agent" strategy and their vision for 2026.

1. The Vision: Reclaiming Brand Integrity

How does your 'Direct-to-Agent' connectivity empower Turim Hotels to reclaim control over brand and pricing?

"For too long, the hospitality sector has operated in a model where intermediaries held the keys to visibility and pricing power. At Turim, we are choosing a different path. By connecting directly to agents and corporate bookers, we take back the narrative. No intermediary layer can communicate our unique service and location intelligence better than we can. This model also restores pricing integrity; when we control the channel, we protect both our revenue and our guests' perception of value, ensuring our offers reflect what our brand genuinely delivers."

2. The Challenge: The Battle for Rate Parity

From your perspective, what is the single biggest distribution challenge you are currently facing?

"The single biggest challenge is online rate parity. In a landscape where inventory is accessible across dozens of channels, maintaining consistent pricing is a complex battle. Rate parity is the foundation of guest trust; if a traveler finds a lower rate on a third-party platform than through our direct partners, we lose both the booking and brand confidence. Addressing this requires robust technology and a commitment to adding value to the direct channel, so that price alone is never the only reason to book with us."

3. The Partnership: The Path to 2026

What is the specific milestone you aim to achieve through the HyperGuest partnership by 2026?

"Our focus is clear: meaningful penetration into markets where Turim is not yet as strongly positioned as we should be, particularly in long-haul segments. HyperGuest is the infrastructure that allows us to reach these markets at a speed and scale that traditional models simply cannot match. By 2026, we aim for our travel partners to interact with a live, 'always-on' version of Turim Hotels—offering faster quoting and more confident selling. This isn't just about more channels, but better, smarter, and more meaningful connections."