Susana Melchor
Hospitality Performance, Revenue & Wellness Profitability Advisor
Economist | Executive MBA | Fractional CFO Hospitality | Revenue Management | Asset Performance
I help hotels, resorts, spas, longevity clinics and service businesses improve revenue, operational efficiency, margins and asset value through strategy, data and an integrated business perspective.
15+ projects across 5 countries
A perspective built from finance
Before specialising in hospitality and wellness, I built my professional career for more than a decade in the banking and financial sector.
That experience gave me a solid foundation in financial analysis, profitability, budget control, risk, investment, reporting and data-led decision-making.
Today, I apply that same financial discipline to hospitality, helping hotels, resorts, spas and clinics turn information into strategic decisions and measurable business results.
An integrated perspective across finance, operations, revenue and wellness.
My value lies in connecting areas that often work separately: finance, operations, revenue management, marketing, guest experience, wellness and hospitality.
I am the founder of SM Hospitality Performance, a firm specialised in Hospitality Finance, Revenue Management, Business Performance Consulting and operational optimisation.
I work with owners, investors, CEOs, General Managers and executive teams, helping them make better decisions through KPI analysis, forecasting, budgeting, margin optimisation and strategic development.
My background combines entrepreneurship, executive education, international projects, specialised authorship and participation in professional industry events.
Areas of Expertise
Revenue Management & Pricing
Pricing strategy, demand analysis, distribution, forecasting and revenue optimisation.
Financial Performance
Budgets, financial control, executive reporting, margins, costs and profitability.
Asset Performance
Asset analysis, performance optimisation and value creation for owners and investors.
Wellness & Spa Profitability
Turning wellness into a profitable, strategic and differentiating business unit.
Hospitality Operations
Operational optimisation, SOPs, teams, processes, standards and service efficiency.
Health Tourism & Longevity
Concept development, positioning and business strategy for wellness, longevity and preventive health projects.
Companies and Projects Founded
SM Hospitality Performance
Founder of a firm specialised in Hospitality Finance, Revenue Management, Asset Performance and Business Performance Consulting.
SPA Talentum®
Founder and CEO of SPA Talentum®, an executive training platform specialised in Spa Management, Revenue Management, leadership, guest experience and strategic wellness management.
THAI SPIRIT®
Co-founder of THAI SPIRIT®, a school specialised in professional massage and wellness therapies, focused on excellence and industry professionalisation.
Selected Projects
Serras Collection Luxury Hotels 5★ GL · Andorra | 2025-2026
Health & Wellness Operations, P&L management and operational performance optimisation.
Blue Ozone Medical Longevity Clinic | 2025-2026
Business development, financial strategy and longevity clinic concept development.
ZEM Wellness Clinic 5★ GL | 2024-2025
Business development, strategic partnerships and commercial expansion.
Ibiza Gran Hotel 5★ GL | 2024
Hotel operations, team development, SOPs and performance management.
HD Hotels & Resorts | 2024-2026
Corporate wellness ecosystem development, concept strategy, revenue, operations and expansion.
RIU Hotels & Resorts International 5★ GL | 2023
Revenue optimisation, operational excellence and team development.
ILUNION Hotels | 2021-2022
Hotel operations, accessibility and commercial performance improvement.
Q Hotels · Hotel Cádiz Bahía | 2021
Concept design, space optimisation, revenue strategy and wellness value proposition development.
Collaborations
I have contributed to projects for luxury hotels, resorts, spas, longevity clinics, hotel groups and wellness companies across revenue management, financial performance, operations, openings, wellness profitability and business development.
Author and industry contributor in hospitality & wellness
Author of six specialised books on Revenue Management, Marketing, Sales, Professional Massage and Spa & Wellness Management.
I also write professional articles and industry content for hospitality, wellness, professional aesthetics and wellness tourism media.
Awards and Recognition
PSBI Awards Finalist
Best Trainer category.
Magallanes-Elcano Awards Finalist
Health and Wellbeing category.
The252525 · GoWellMag
Named one of the 25 women who have transformed wellbeing in the first 25 years of the 21st century.
ISPA Innovate Awards Nominee
For the book “The Science of Revenue Management in Spa & Wellness”.
Digital Transformation Finalist
Best Digital Transformation Project in the beauty sector · Salón Look IFEMA & Salon Spa Solutions.
World Massage Federation
Professional certification from the world’s largest federation of massage experts.
Professional Trust Seal
European Institute for Trainer Training.
Affiliations, Collaborations and Professional Roles
AEDH Consultant
Spanish Association of Hotel Directors.
World Spa Organization
Member of the Public Relations Committee.
FEDERSPA Spain
Ambassador of the International Salus per Aquam Federation in Spain.
International Judge
Iberian Massage Championship.
Values that Define the Way I Work
Excellence and common sense
I work with attention to detail, pragmatism and a clear focus on real business outcomes.
Continuous learning
I maintain a mindset of constant evolution to stay ahead of market change.
Entrepreneurial mindset
I build projects with vision, strategy, action and a growth-oriented approach.
Financial perspective
I connect guest experience with revenue, costs, margins and asset value.
Humanity and empathy
I work with teams and people, understanding the importance of culture and leadership.
Results orientation
Every strategy must translate into decisions, indicators and business improvement.
Do you need to improve revenue, profitability or operational performance?
I work with owners, investors, General Managers and executive teams to support better decisions through revenue management, financial analysis, asset performance and business strategy.
Request a meeting