An Interview with Pilar Iturralde, Director of Casago University

Casago University is the training and development programme that sits at the centre of how Casago prepares its franchise operators and their teams. Pilar Iturralde has led the programme since its early days, building the curriculum that new franchisees go through before they open their doors and the continuing education that keeps experienced operators current.

We sat down with Pilar to talk about what the programme covers, what she has learned from working with operators across different markets, and what she thinks separates the franchisees who build strong businesses from those who struggle.

What does Casago University actually cover?

"The core of it is operations," Pilar says. "How to onboard a property correctly. How to set up your cleaning and inspection process. How to handle a maintenance issue at two in the morning when the owner is in a different time zone. The practical stuff that determines whether guests have a good experience and whether owners trust you with their home."

Beyond operations, the programme covers owner communication, pricing strategy, and how to use Casago's software effectively. There is also a section on building a local team, which Pilar considers one of the most important and most underestimated parts of running a franchise.

What do new franchisees find hardest?

"The transition from thinking like an individual operator to thinking like a business owner," she says without hesitation. "A lot of people come to Casago because they are good at hospitality or they know their local market well. Those things matter. But running a franchise means building systems that work without you in the room. That takes a different kind of thinking, and it takes time to develop."

What separates the franchisees who do well?

"They ask for help early. They use the network. They call other franchisees and say, here is a problem I have not seen before, how did you handle it? The people who try to figure everything out on their own take longer to get to the same place, and they make more avoidable mistakes along the way."

Pilar also points to owner relationships as a consistent differentiator. "The franchisees who retain owners year after year are the ones who communicate proactively. They do not wait for an owner to ask what is happening with their property. They tell them before they have to ask. That sounds simple, but it is harder to do consistently than most people expect."

What is next for Casago University?

"We are building out more market-specific content," Pilar says. "The fundamentals are the same everywhere, but the details of operating in Belize are different from operating in Scottsdale or Puerto Vallarta. We want franchisees to have resources that reflect where they actually work."

For anyone considering a Casago franchise, Pilar's advice is direct: go through the training seriously, build your local team before you need it, and call your fellow franchisees. "The network is one of the most valuable things Casago offers. Use it."