Barcelo Group rebrands portfolio
Barcelo Group has split its accommodation portfolio into four distinct categories in a rebrand that follows its acquisition last year of Occidental Hotels & Resorts.
The move sees the introduction of a budget brand, called Allegro Hotels, which currently consists of six properties, a mix of resort hotels and urban accommodation, with the emphasis on ‘energy, freedom and fun, designed for the budget-conscious traveller’, according to Barcelo Hotel Group EMEA CEO Raúl Gonzlez.
The new structure is being introduced in Barcelo’s 85th year of operation.
The Barcelo Hotels & Resorts and Occidental Hotels & Resorts brands are retained and make up 80% of the hotel group’s portfolio, with the Barceló brand consisting of four- and five-star properties, including the new flagship hotel Barceló Emperatriz, which opened in Madrid in January.
The fourth brand is Royal Hideaway Luxury Hotels & Resorts, which has seven of the group’s most iconic properties, including Royal Hideaway Formentor, pictured below.
Gonzlez said: "Today’s travellers are more sophisticated than ever before and they are more aware of their needs and requirements than ever before. We think they are asking for more clarification on the brands.
"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."
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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