Find out how is the new brand architecture of Barceló Hotel Group

Nueva arquitectura de marcas Barceló Hotel Group

About a year ago Barceló Group announced new multi-brand strategy following acquisition of Occidental Hotels & Resorts. Three new brands Royal Hideaway Luxury Hotels & Resorts, Occidental Hotels & Resorts and Allegro Hotels will now sit alongside the group’s original brand, Barceló Hotels & Resorts.

The new structure was introduced in Barceló’s 85th year of operation and followed the group’s 2015 acquisition of the Occidental hotel collection. This acquisition has given Barceló increased footprint in several countries within Latin America, including its first properties in Aruba and Colombia.

Barceló’s multi-brand strategy was designed to increase understanding among its guests and stakeholders of the varying propositions of each hotel brand, as well as the particular experiences and amenities available at each hotel.

Raúl González, EMEA CEO of Barceló Hotel Group comments: “Today’s travellers are more sophisticated than ever before and they are more aware of their needs and requirements than ever before.   When they are searching for their hotel they are looking for an ideal fit.  Our transition to a multi-brand strategy is responding to this changing traveller dynamic.  It is designed to enable us to demonstrate even more effectively that we understand our guests and what they are looking for in their stay.  We expect to have completed the transition process in 2017 and be fully operating under the new brand architecture.

Under this strategy, Barceló defines the proposition of each brand, while continuing to provide tailor-made experiences for its guests at each hotel and resort throughout the group:

Forward Hoteligence: Four brands, four standards


Royal Hideaway Luxury Hotels & Resorts. The art of fine moments

Royal Hideaway Luxury Hotels & ResortsGreat locations. Beautiful settings. Close links to art and culture.  Authenticity, attention to detail, discretion.  Seven of most iconic properties including Formentor, La Bobadilla, Sancti Petri, and Playacar in Mexico

Barceló Hotels & Resorts. Live up to more

Barceló Hotels & ResortsThis category, along with Occidental Hotels & Resorts, will make up 80% of the group. It will consist of 4* and 5* properties, including the new flagship hotel Barceló Emperatriz, which opened in Madrid in January 2016 and Barceló Torre de Madrid, which opened in January 2017. Offering the latest generation of hotels and urban resorts across the globe, Barcelo Hotels & Resorts will offer outstanding hotel experiences and the highest standards of service.

Occidental Hotels & Resorts. There for you

Occidental Hotels & ResortsMediterranean lifestyle, properties which are well-located offering comfort and relaxation. A range of all-inclusive hotels around the world – including Mexico, Dominican Republic, Aruba and Spain – the perfect option for families, groups of friends and couples.

Allegro Hotels. Enjoy Life

allegro hotelsEnergy, freedom and fun. A mix of resort hotels and urban properties with currently six hotels in this category.  Designed for the budget conscious traveller.

Find out more about the new 4 brands of Barceló Hotel Group.

This last month, Barceló Hotel Group acquired all the capital stock of the US hotel management company Crestline Hotels & Resorts. As a result, the Barceló Hotel Group will add the 112 hotels managed by Crestline in the United States to its portfolio, bringing its total to 228 hotels in 21 countries and over 50,000 rooms.

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