Barceló Hotel Group is the 2nd largest chain in Spain and one of the 30 largest in the world in number of rooms. The brand is redefining hospitality by integrating cutting-edge technology, eco-conscious initiatives, and tailored guest experiences to drive long-term loyalty and business success.
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Barceló HotelsIn an era where customer expectations are evolving rapidly, Barceló Hotel Group has positioned itself at the forefront of innovation, sustainability, and personalization. Under the leadership of Sara Ramis, Chief Client, Marketing & Sustainability Officer, the brand is redefining hospitality by integrating cutting-edge technology, eco-conscious initiatives, and tailored guest experiences to drive long-term loyalty and business success.
Barceló Hotel Group is the 2nd largest chain in Spain and one of the 30 largest in the world in number of rooms. It currently has 208 four- and five-star city and holiday hotels, more than 62,000 rooms distributed over 25 countries and marketed under four brands.
In an recent interviews, Sara Ramis shares insights into how Barceló is transforming the hospitality landscape through forward-thinking strategies that prioritize customer engagement and sustainability while embracing digital transformation.
Personalization: A Customer-First Approach
Personalization has become a critical component of Barceló’s guest experience. “Hospitality is no longer about just offering a comfortable stay—it’s about creating memorable, tailored experiences for each guest,” says Sara Ramis.
To achieve this, Barceló leverages AI-driven insights, real-time data, and loyalty program enhancements to deliver curated recommendations, exclusive perks, and seamless interactions across digital and in-person touchpoints. The Barceló Rewards program has undergone significant enhancements, offering members personalized offers, experience-driven rewards, and exclusive VIP services.
“Our guests expect seamless, intuitive service—from pre-booking to post-stay. Through data analytics and MarTech integrations, we ensure that every interaction is meaningful and relevant,” Ramis explains.
This customer-centric strategy has contributed to increased guest satisfaction and loyalty, with Barceló seeing strong repeat bookings and higher engagement rates from personalized promotions and direct communication strategies.
Innovation: The Role of Technology in Hospitality
Innovation is a driving force behind Barceló’s evolution, with smart technology, AI-powered concierge services, and digital integrations reshaping the guest journey.
“We are investing heavily in contactless check-ins, mobile room keys, and AI-driven chatbots that enhance convenience while maintaining a human touch,” says Ramis. These advancements not only streamline operations but also elevate guest comfort and efficiency, ensuring a frictionless stay.
Furthermore, Barceló is exploring the role of virtual reality (VR) and augmented reality (AR) to offer immersive previews of destinations, hotel layouts, and room experiences before booking. “The future of hospitality lies in blending digital convenience with emotional engagement,” Ramis adds.
By continuously adapting to emerging technologies, Barceló ensures that its properties remain attractive to modern travelers who seek effortless, connected, and interactive experiences.
Sustainability: A Core Business Commitment
As sustainability becomes a non-negotiable priority in the travel and hospitality industry, Barceló is taking proactive steps to integrate eco-conscious practices across its operations.
“We believe in responsible tourism that minimizes environmental impact while maximizing guest satisfaction,” Ramis states. Barceló has implemented energy-efficient systems, water conservation measures, and plastic-free initiatives in many of its properties. Additionally, the company has partnered with local communities and sustainable suppliers to promote ethical sourcing and regional economic development.
One of its most ambitious initiatives is the transition to carbon-neutral operations in select hotels, utilizing solar energy, eco-friendly architecture, and AI-powered energy management systems to reduce carbon footprints.
“The modern traveler is increasingly eco-conscious. They want to know that their hotel stay aligns with their values, and we are committed to making sustainable choices without compromising luxury and comfort,” Ramis emphasizes.
Future Outlook: Growth, Digitalization, and Experiential Travel
Looking ahead, Barceló’s strategy focuses on expansion, digital transformation, and experiential travel offerings. The company plans to open new properties in key international destinations, catering to the growing demand for both leisure and business travel experiences.
“The future of hospitality is about creating personalized, sustainable, and digitally connected experiences that exceed guest expectations,” says Ramis. Barceló continues to evolve by investing in MarTech solutions, AI-driven personalization, and loyalty innovations that reinforce its position as a leader in modern hospitality.
With innovation, sustainability, and personalization at its core, Barceló is set to redefine hospitality in 2025 and beyond, delivering unparalleled guest experiences while maintaining a strong commitment to responsible tourism and digital excellence.
Source: Barcelo Hotels
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