Rebeca Rubio Fortún holds a degree in Architecture from the Polytechnic University of Madrid (UPM) and an Executive MBA from IESE Business School. She currently serves as Deputy CDO, Construction & Design at B&B HOTELS Spain and Portugal, where she is involved in hotel development projects, promoting innovation, sustainability, and the integration of industrialized construction solutions.
She has extensive professional experience in the real estate, architecture, and project development sectors, with expertise in hospitality, commercial, and residential developments. Throughout her career, she has held senior positions in technical management and project development, including Las Arcadias El Encinar, a senior living project recognized for its innovation and sustainability.
Her professional work focuses on optimizing design and construction processes, standardizing building solutions, and implementing industrialized construction models to improve efficiency, quality, and delivery times. She regularly participates in industry forums and professional events addressing the transformation of the real estate and construction sectors.
B&B HOTELS is one of Europe’s fastest-growing hotel groups, with more than 900 hotels across 19 countries. Founded in France in 1990, the company specializes in providing high-quality accommodation at competitive prices, combining comfort, operational efficiency, and sustainability.
In Spain and Portugal, the company is driving a hotel expansion strategy that strongly embraces industrialized construction as a strategic tool to improve profitability, optimize construction timelines, and reduce the environmental impact of new hotel developments.
This commitment is reflected in projects such as B&B HOTEL Guimarães in Portugal and B&B HOTEL Madrid Tres Cantos, both developed using CREE’s hybrid timber-concrete industrialized construction system, as well as several hotels built using the ávita system through its strategic collaboration with Grupo Avintia.
By integrating new approaches to design, manufacturing, and assembly, B&B HOTELS is moving towards more efficient, standardized, and sustainable construction processes, ensuring greater control over costs, quality, and delivery schedules.
For B&B HOTELS, industrialized construction is not merely a construction innovation, but a strategic driver for developing a more competitive, scalable, and sustainable hospitality business model.
