Hospitality Daily Podcast How Operational Insight Fuels Commercial Success in Hospitality - Oscar Serrano, UMusic Hospitality
Oct 16, 2025
Oscar Serrano, SVP of Distribution, Sales and Marketing at UMusic Hospitality, brings a wealth of operational expertise from his roots in Majorca. He emphasizes that understanding operations is key to enhancing guest experiences and driving commercial success. Oscar discusses how an operational mindset shapes sales and marketing strategies, highlighting the importance of the guest journey. He also shares insights on hospitality's evolution from mere accommodations to vibrant ecosystems that foster community connections.
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Mallorca Shaped A Hospitality Career
- Oscar Serrano grew up in Mallorca where tourism shapes daily life and inspired his hospitality career.
- He moved from Mallorca to work in the UK and later became a general manager in Miami, which launched his global operational path.
Experience Over Transaction
- Oscar describes hospitality as creating experiences, not just transactions.
- He says emotional connection and meaning now define great hospitality.
Operations Inform Commercial Strategy
- Operational experience teaches you the guest journey and pain points across front and back of house.
- Oscar says that background makes commercial strategy truly guest-focused.