PHH's Strategy | Polski Holding Hotelowy

Three business lines – hotels for different guest groups

The new PHH strategy for 2025–2034 is based on four pillars: segmentation, commercial excellence, internal efficiency, and the development of new business models. The PHH portfolio has been divided into three business lines: City, Resort, and Health Spa.

The first group includes business hotels operating under franchise brands of global hotel chains. Most of these hotels have already undergone modernization or are currently being upgraded. The resort group will bring together properties dedicated to guests seeking relaxation, where well-being, a holistic approach to health, and exceptional service quality in harmony with nature are of key importance. The health spa segment will provide space and care for people requiring improved health, rehabilitation, as well as those for whom preventive healthcare is a priority. In the Resort and Health Spa segments, PHH will continue to develop its two proprietary brands.

PHH aims to inspire Poles to live in well-being, with care and attention to themselves. The goal is to create spaces and solutions that support health, balance, and a sense of life satisfaction at every stage of life.

A time of intensive investments

In 2025, the PHH Group will allocate PLN 220 million to hotel modernization. In the following year, the amount will be PLN 211 million, and in 2027 it will reach PLN 223 million.

The value of ongoing investments in five properties with a total of 900 rooms amounts to PLN 450 million. Over the past ten months, we have completed investments totaling PLN 350 million. These include, among others, the modernization of the Four Points by Sheraton hotel in Wrocław, which opened on April 30, and the voco hotel in Katowice, which will welcome its first guests on June 30. Hotel infrastructure development, financial efficiency, and sustainable growth are PHH’s priorities for the coming years.

Currently, modernization is underway at hotels in Kraków, Poznań, Krynica-Zdrój, Międzyzdroje, and Świnoujście, among others. Renovations will help increase average occupancy and improve the competitiveness of properties whose finishes did not meet market standards.

The new strategy also includes the implementation of the Asset Light model, focusing on leasing and managing hotels that do not belong to PHH. The Management Board also sees opportunities for further consolidation within the Group. Analytical work is currently underway regarding the Uzdrowisko Krynica-Żegiestów complex in Krynica-Zdrój. The Group also plans to cooperate in the construction of the Central Communication Port, for which it is a natural partner in the development of hotel investments.

Ambitious plans in the area of financial performance

The PHH Group’s revenues in 2025 will amount to approximately PLN 600 million. According to the adopted strategy, by 2034 this figure will reach PLN 879 million, which represents an increase of 68 percent compared to 2024. The largest share of revenues is expected to come from the City line (PLN 367 million). For the Resort line, revenues are projected at PLN 305 million, and for the Health Spa line at PLN 207 million. The planned EBITDA margin during this period is set to rise by 156 percent, reaching 27.5 percent, with EBITDA amounting to PLN 239 million.

The culmination of the new PHH strategy is a logo redesign that reflects a fresh approach and the new direction of growth. The Group, whose portfolio includes both proprietary brands and established international chains, emphasizes its identity through a new slogan: “Hospitable by nature.” At the heart of this approach are both guests and employees, with a focus on their well-being and the surrounding environment. The entire strategy is a tribute to generations of Polish hoteliers who, over the years, have built a unique tradition of hospitality. Today, drawing on their experience, we combine best practices with a modern approach to create places where everyone feels special—close to nature, with care for people and the environment.