The Barceló Hotel Group is introducing a redefinition of its brand architecture, consulted by Saffron.
So far, Barceló Group had maintained a monobrand strategy, naming every hotel with the founder’s family name. After the acquisition of the Occidental hotel chain, the Barceló brand portfolio became broader and strategic decisions about organising these brands needed to be made.
With the help of Saffron, Barceló has defined four different brands, under which their 105 locations will fall. These are Royal Hideaway, Barceló, Occidental and Allegro.
Royal Hideaway will be the most premium brand, followed by Barceló and Occidental which brand the majority of hotels. These options are completed with Allegro, the most informal brand, aimed at a younger audience.
Thanks to this multi-brand strategy, Barceló Group sends a clearer message to their customers on the differences between portfolio hotels and what they can expect from each.
We wish Barceló Group the best of luck moving forward.