From Café Waiter to Founder of an International Hotel Group
Born in 1941 in Huércal-Overa, in the province of Almería, José Luis Carrillo Benítez belonged to a generation of entrepreneurs who helped drive the expansion of Spanish tourism from the 1960s onwards.
Coming from a modest background, he began his career at the age of 12 as a trainee waiter before becoming a head waiter and subsequently a hotel general manager.
Having settled in Mallorca in the late 1960s, he founded Optursa in 1967, the company through which he gradually expanded his tourism interests.
The Don Pedro Hotel, located in Cala Sant Vicenç, was the first hotel asset acquired by the entrepreneur. After participating in its construction and acquiring a stake in the property, he eventually became its owner.
This initial investment marked the beginning of the expansion of Hoteles Globales, whose hotel development activities took shape around the turn of the 1970s.
A Portfolio of 57 Hotels Across Four Countries
By summer 2026, Hoteles Globales operated 57 properties, including 39 in the Balearic Islands, with a presence in Spain, Argentina, Belgium and Nicaragua.
The group employed more than 4,000 people and ranked among the leading hotel operators in the Balearic Islands, particularly in terms of property numbers and accommodation capacity.
José Luis Carrillo favoured a family-owned business model firmly rooted in property ownership, while developing complementary activities in travel distribution and services.
As early as 1982, he established Sunbright Holidays in the United Kingdom, with operations in London and Manchester.
Over the decades, Optursa expanded into holiday apartments, commercial premises, water parks, laundry services and destination management activities, notably through Altura Destination Services.
Air Madrid: A Difficult Chapter in His Business Career
In 2004, José Luis Carrillo took control of the airline Air Madrid, initially acquiring an 80% stake before securing full ownership.
His ambition was to develop air connections between Spain and Latin America as part of a broader tourism diversification strategy.
The venture came to an end in December 2006, when the airline suspended operations following a series of operational difficulties and the withdrawal of its operating licence. Air Madrid subsequently entered insolvency proceedings.
The episode represented one of the most significant setbacks of his career. According to family accounts reported in the Spanish press, the debts associated with the venture were subsequently repaid in full.
Nevertheless, the entrepreneur continued developing his hotel business, which remained the principal pillar of his wealth.
A Major Transaction Considered with Barceló in 2023
In 2023, Hoteles Globales entered into exclusive negotiations with Barceló Hotel Group concerning the lease of a portfolio of approximately 50 properties in Spain.
The proposed transaction, which would have added more than 10,000 rooms to Barceló’s portfolio, had the potential to significantly reshape the Spanish hotel market.
The negotiations ultimately failed to produce an agreement.
Nevertheless, the discussions demonstrated the scale of the portfolio assembled by José Luis Carrillo, which had become a collection of assets capable of attracting the interest of the country’s leading hotel operators.
A Family Succession Already in Place
The continuity of Hoteles Globales now rests on a family governance structure that has been developing for several years.
His daughter, Susana Carrillo, the group’s Managing Director, progressively assumed operational leadership of the business from 2015 onwards.
The third generation is also represented by Sofía and Susana Diamantopoulos Carrillo, who are already involved in the group’s activities.
José Luis Carrillo nevertheless remained involved in the company’s strategic decisions until relatively recently.
This structure enables Hoteles Globales to navigate the loss of its founder with an established management succession already in place.
Tributes from Spain’s Tourism Industry
The Mallorca Hotel Business Federation (FEHM) paid tribute to an entrepreneur who had profoundly influenced the island’s tourism history.
The industry association particularly praised his commitment, sector expertise and entrepreneurial achievements.
His contribution to tourism development on the Costa del Sol had also been recognised by several local authorities. Marbella named an avenue after him in 2012, while Estepona dedicated a street to him in 2015.
His funeral is scheduled for Monday, 9 November 2026, at 7.30 pm, at the Church of Santa Cruz in Palma.
Analysis | The Passing of a Representative of Spain’s Asset-Owning Hotel Model
Beyond his individual achievements, José Luis Carrillo embodied an entrepreneurial model characteristic of Spanish tourism development between the 1960s and 1980s: the gradual accumulation of property assets, the integration of several tourism-related businesses and family control of company ownership.
Unlike hotel groups primarily focused on management or franchise agreements, Hoteles Globales developed around a model combining property ownership and hotel operations, with a strong geographical concentration in the Balearic Islands.
The negotiations with Barceló in 2023 illustrated the strategic value such a portfolio could offer an operator seeking to accelerate expansion without necessarily acquiring the underlying real estate.
The founder’s death comes at a time when operational leadership has already passed to the next generation. For Hoteles Globales, the priorities now concern preserving its property assets, adapting its operating model and continuing the transfer of ownership and leadership within the family.
At a Glance
Founder: José Luis Carrillo Benítez, born in 1941, died on 5 November 2026 aged 85.Company: Hoteles Globales, developed from the Optursa tourism group established in 1967.Portfolio: 57 hotels across Spain, Argentina, Belgium and Nicaragua, including 39 in the Balearic Islands.Workforce: More than 4,000 employees as of summer 2026.Leadership: Susana Carrillo serves as Managing Director, with the third generation already involved.Strategic background: Former owner of Air Madrid and party to unsuccessful hotel lease negotiations with Barceló Hotel Group in 2023.
