Barcelo Unveils Its New Multi-Brand Strategy


Barceló Hotel Group has announced a new multi-brand strategy for its growing portfolio.

The changes follow the company’s 2015 acquisition of the Occidental hotel portfolio.

In addition to the group’s original brand, Bareceló Hotels and Resort, three new distinctive brands have been introduced to the Barceló Hotel Group collection: Royal Hideaway Luxury Hotels & Resorts; Occidental Hotels & Resorts; and Allegro Hotels.

The company is also undergoing a $120 million investment, to be completed by December 2017, which will include major renovation projects at resorts in Mexico, the Dominican Republic, Central America and Aruba.

Barceló also expects to introduce new properties globally within the next several years.

The new structure has given the group 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 facets of each individual brand, as well as the particular experiences and amenities available at each property.

“Today’s travelers are more sophisticated; they expect a higher level of service, a diverse range of exclusive options and distinctive cultural experiences,” said Josep Brichs Sala, Corporate Commercial Director of Barceló Hotel Group. “Our transition to a multi-brand strategy is responding to this changing traveler dynamic. The new structure will make it easy for guests to select the type of resort experience they want with an appropriate price point to match, all while visiting some of the world’s most desirable destinations. We expect to complete the transition process and be fully operating under the new brand architecture in 2017.”

Under this strategy, the group has defined the characteristics of each brand: Royal Hideaway Luxury Hotels & Resorts for its elite and exclusive luxury experiences; Barceló Hotels and Resorts for its affordable, upscale resorts; Occidental Hotels & Resorts for its all-inclusive experiences; and Allegro Hotels for its budget-conscious nature.

— Dana Niland, CJ Contributor