Fran Dieguez grew up in his family’s guesthouse and never left the industry — he just decided to change it. As CEO of Nuna, he helps hotels break free from the grip of online travel agencies through direct sales strategy, booking technology, and smart marketing. His belief is straightforward: booking platforms shouldn’t earn more than hotel owners. Fran combines a hotelier’s instincts with a technologist’s toolkit to put more revenue back where it belongs — with the people running the hotels.