Barceló Hotel Group, a leading global hospitality brand with more than 100 hotels and resorts worldwide, has announced a new multi-brand strategy for its growing portfolio. Barceló Hotel Group properties are located in top destinations and cities in Europe, North America, Africa, Latin America and the Caribbean. In addition to the group’s original brand, Barceló Hotels & Resorts, three new distinctive brands have been introduced to the Barceló Hotel Group collection: Royal Hideaway Luxury Hotels & Resorts; Occidental Hotels & Resorts; and Allegro Hotels.

As we dine with the company’s leaders in downtown LA over fresh Mexican cuisine paired with Mezcal tastings, we learn of their new resort brands and $120 million dollar renovations to set their brand apart. The distinct international properties will include tailor-made experiences for guests at each hotel and resort. When I learned of the personal butler service with complimentary poolside massages, my eyes opened a little wider. For those looking for the ultimate luxe vacation, the exclusive Royal Hideaway Luxury Hotels & Resorts for adults only will provide unique experiences, attention to detail, discretion aka peace and quiet, and the ultimate in personalized service.

Major renovation projects at key resorts in Mexico, Dominican Republic, Central America, and Aruba will occur and new properties will open globally within the next several years. Acquiring the Occidental hotel collection has also given Barceló and increased footprint in several countries within Latin America, including its first properties in Aruba and Colombia.

“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.”

Barceló Hotels & Resorts along with Occidental Hotels & Resorts, will make up more than 80% of the group’s properties. This brand features affordable, upscale resorts offering exclusive experiences such as signature U-Spa Health and Wellness Centers. You may have heard of the new flagship hotel Barceló Emperatriz, which opened in Madrid in January 2016; or the brand’s Latin American flagship hotels, Barceló Maya Grand Resort and Barceló Bávaro Grand Resort.

Occidental Hotels & Resorts features a range of all-inclusive hotels around the world – including Mexico, Dominican Republic, Costa Rica, Spain, and Prague – and is the perfect option for families, groups of friends and couples. The brand focuses on active adventures that are significant to each resort location such as diving and cultural immersion.

Allegro Hotels is the smallest sector of Barceló Hotel Group is designed for the budget-conscious traveler. The brand is a mix of resort hotels and urban properties that integrate vibrant energy, freedom and fun.

To find a vacation experience that fits your needs, visit the Barceló Hotel Group.