Barcelo’s Multi-Brand Strategy Responds to Group Travel Changes

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Barcelo Maya Grand Resort, Barcelo Hotel Group, multi-brand strategy, Occidental Hotels & Resorts, Barcelo Hotels & Resorts, Allegro Hotels, Royal Hideaway Luxury Hotels & Resorts
Barcelo Maya Grand Resort

Barcelo Hotel Group announced a new multi-brand strategy earlier this month, with the introduction of three new brands: Royal Hideaway Luxury Hotels & Resorts, Occidental Hotels & Resorts and Allegro Hotels.

“Our transition to a multi-brand strategy is responding to this changing traveler dynamic,” says Josep Brichs Sala, corporate commercial director of Barcelo Hotel Group. “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.”

As part of the strategy, the hotel group defined each brand as such:

Royal Hideaway Luxury Hotels & Resorts

Representing 7 percent of the Barcelo Hotel Group portfolio, this brand includes the company’s most elite and exclusive luxury resort experiences. Authenticity, attention to detail and personalized service are all characteristics that groups can expect of this brand.

Occidental Hotels & Resorts

Both the Occidental Hotels & Resorts and Barcelo Hotels & Resorts brand will make up more than 80 percent of the hotel group. The Occidental brand will stand out for groups and families, focusing on active adventures based on the resort location. Attendees can expect everything from diving to cultural immersion at these all-inclusive properties that are located throughout the world.

Allegro Hotels

Only making up about 5 percent of the company’s portfolio, this brand is designed for budget-conscious groups with a mix of resort hotels and urban properties.

In addition to the multi-brand strategy, Barcelo Hotel Group will also make a $120 million investment that includes major renovation projects to be completed by December 2017 at key resorts in Mexico, Dominican Republic, Central America and Aruba. It also plans to develop new properties across the globe over the next several years.

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