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Barceló Group announces new multi-brand strategy following acquisition of Occidental Hotels & Resorts

Barceló Group, one of the world’s leading travel companies, has announced a new multi-brand strategy for its hotel portfolio. 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 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.  Barceló’s multi-brand strategy is 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:

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

Barceló Hotels & Resorts: This 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. 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: Mediterranean 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:  Energy, freedom and fun. A mix of resort hotels and urban properties with currently six hotels in this category.  Designed for the budget conscious traveller.  

The past 12 months have been hugely important for the group. The acquisition has enabled Barceló to change its direction towards a strategy with greater focus on management, and the net growth of nine new hotels. The company is confident that 2016 will be a year for consolidation of the Spanish hotel industry – particularly as tourism becomes the main driving force contributing to the Spanish economy.

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