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Barcelo Hotel Group, a leader in the Spanish tourism market, is restructuring its hotel product by adding three brands previously owned by the Occidental hotel group: Royal Hideaway Luxury Hotels & Resorts, Occidental Hotels & Resorts and Allegro Hotels. With more options that range from budget-friendly to high-end, the company is preparing to revamp with $120 million in investments.
The company’s rebranding follows its 2015 acquisition of Occidental Hotels & Resorts, which increased Barcelo’s presence within Latin America. The renovations, which are expected to be completed in December 2017, will affect key resorts in Central America, the Dominican Republic, Aruba and Mexico. Including the already existing Barcelo Hotels & Resorts, Barcelo Hotel Group will consist of a total of four brands.
Ana Diaz Coreas, senior director of sales for the U.S. for Barcelo Hotel Group, explained that it’s the company’s consistent interest in world-class standards and services that has enabled it to expand its portfolio.
“Our goal is to consolidate and identify the four brands with distinct characteristics, great quality of services and diversity of products, as well as adapt our properties to the needs of new and more demanding travelers,” Diaz said.
Seven percent of the new portfolio will be Royal Hideaway Luxury Hotels & Resorts, which will offer Barcelo’s most elite resort experiences. Barcelo Hotels & Resorts, along with Occidental Hotels & Resorts, will constitute more than 80 percent of the group, with upscale, affordable amenities, including a U-Spa Health and Wellness Centers. Among these urban resorts is the new flagship hotel Barcelo Emperatriz in Madrid.
Occidental Hotels & Resorts will offer a range of all-inclusive hotels worldwide, including Costa Rica, Spain, Prague and the Dominican Republic. Adventure seekers will enjoy the brand’s focus on culturally immersive activities tailored to each location.
Finally, Allegro Hotels, the remaining 5 percent of the group, will appeal to the budget-conscious traveler, with ongoing opportunities to enjoy natural beauty and outdoor amenities.
“This hotel specialization is designed to satisfy the requirements of the ‘new client’ — those who want to live customized experiences,” Diaz said. “A direct result of this multibrand strategy is that such clients will be better able to choose the product that suits them best, and it will allow us to reach more customers.”
Diaz says that the renovations will include new lobbies and spas; redesigned pools, restaurants and bars; and refurbished rooms and suites . The U.S. is one of the company’s primary target markets.
“We drive our clients’ experiences beyond the conventional, anticipating the desires of our guests, which, in turn, inspires them to enjoy life, to rejuvenate and to embrace the art of fine moments in spectacular settings,” Diaz said.