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Barceló Hotel Group expands its global brand strategy

 

 

Barceló Hotel Group, a global hospitality brand with more than 100 hotels and resorts worldwide, has announced a new multi-brand strategy for its growing portfolio. In addition to the group’s original brand, Barceló Hotels & Resorts, three new distinctive brands have been introduced to the Barceló Hotel Group collection: Royal Hideaway Luxury Hotels & Resorts; Occidental Hotels & Resorts; and Allegro Hotels.

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The company is also undergoing a $120 million investment, to be completed by December 2017, which will include major renovation projects at key resorts in Mexico, Dominican Republic, Central America, and Aruba. Barceló Hotel Group also expects to introduce new properties globally within the next several years. www.barcelo.com.

The new structure is being introduced in Barceló’s 85th year of operation and follows 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.

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

Royal Hideaway Luxury Hotels & Resorts: Making up seven of the Barceló Hotel Group portfolio,this brand features Barceló’s most elite and exclusive luxury resort experiences. Guests can expect authenticity, attention to detail, discretion and the ultimate in personalized service.

Barceló Hotels & Resorts: This category, along with Occidental Hotels & Resorts, will make up more than 80 percent of the group. This brand features affordable, upscale resorts offering exclusive experiences such as signature U-Spa Health and Wellness Centers. Barceló Hotels & Resorts is comprised of the latest generation of hotels and urban resorts across the globe, including the new flagship hotel Barceló Emperatriz, which opened in Madrid in January 2016; the brand’s Latin American flagship hotels are Barceló Maya Grand Resort and Barceló Bávaro Grand Resort.

Occidental Hotels & Resorts: Featuring a range of all-inclusive hotels around the world – including Mexico, Dominican Republic, Costa Rica, Spain, and Prague. The brand focuses on active adventures that are significant to each resort location such as diving and cultural immersion.

Allegro Hotels:  The smallest sector of Barceló Hotel Group, approximately five percent of the company’s portfolio, Allegro Hotels is designed for the budget-conscious traveler.

 

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