Oscar Serrano

Senior leader with deep operational and commercial experience in hospitality, currently SVP of Distribution, Sales and Marketing at UMusic Hospitality; speaks about how operational insight drives guest experience and commercial strategy.

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Oct 16, 2025 • 16min

How Operational Insight Fuels Commercial Success in Hospitality - Oscar Serrano, UMusic Hospitality

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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