Founded in 1931, Grupo Barceló is an important travel and hotel group with a multi-brand strategy under the names Royal Hideaway, Occidental and Allegro, in addition to the Barceló Hotels & Resorts brand.
It has around 230 hotels and more than 50,000 rooms in 21 countries. Its Barceló Viajes division has 700 travel agencies in four continents, as well as a number of tour operators and receptive operators, and even an airline. The great complexity in managing its brands is caused by the international profile of each brand and, as a result, the fact that its audiences are geographically scattered.
Barceló’s Marketing Department has been a pioneer in the use of brand management tools for over 15 years, ever since it implemented its very first brand site. At the end of 2016, as a result of the group’s rebranding project and new brand architecture, it was decided to renew its BrandCenter to facilitate the dissemination and knowledge of all the resources defining each brand with its internal and external collaborators, and to systematise the brand change processes in all the areas in which they are expressed.
‘Our BrandCenter has allows us to significantly professionalise the use of the brand within the company. It has become a key tool for managing the rebranding process we are currently undertaking and for facilitating the dissemination of our culture throughout the organisation’
The multi-brand BrandCenter developed by Aggylon has allowed Barceló to significantly professionalise brand use and management by all its departments. It is the right tool for sharing all the assets associated with its brands and allowing users to download, with different authorisation levels, the necessary resources. It helps ensure smooth communications between corporate marketing, hotel management and travel agencies, providing them with all the brand and marketing resources required for their day-to-day tasks: leaflets, stationery, internal forms, restaurant menus, photographic material, key selling points, etc.