Bomchil advises on franchise agreement for Sheraton Mar del Plata

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Bomchil advises on franchise agreement for Sheraton Mar del Plata 

We advised Integración Turística Hotelera S.A., owners of the hotel “Sheraton Mar del Plata”, in the negotiations of a new franchise agreement with Marriott International, for the operation of the hotel under the “Sheraton” brand.

The hotel is a staple of the city of Mar del Plata, one of Argentina’s main touristic destinations. It had been operated directly by Marriott under the “Sheraton” brand through a management structure since 1996.

The transaction consisted on (i) the conversion of a direct management operation into a franchise structure, maintaining the “Sheraton” brand and (ii) the appointment of Panatel S.A. as the new operator of the hotel. Panatel S.A. is an hotel management company which operated several hotels in Argentina under the “Panamericano” brand and currently operates Marriott Buenos Aires and Sheraton Bariloche hotels in Argentina.

Integración Turística Hotelera S.A. was represented by our firm through its partner Adrián Furman and associates Francisco Zappa and María Victoria Genoni.