Sara Ramis serves as Head of Corporate Marketing Strategy for the Group, leading the areas of Brand Development, Customer Experience, ESG, Innovation, and Communications. She joined Barceló Hotel Group in 2001 to lead the Brand division. Currently, she heads the strategy for the company’s ancillary revenue initiative, Barceló Halley, which incorporates AI systems into upselling processes, along with digital solutions such as the Barceló App, Digital Check-In, and the Barceló Experiences online platform. Under her leadership, the Barceló Hotel Group is also developing its sustainability strategy, Barceló ReGen, which aims to increase the positive impact of the company’s hotels on their destinations. This is achieved through precise monitoring and measurement of their economic, social, and environmental impact, and involves the implementation of innovative technological infrastructures and intelligent management systems.
Barceló Hotel Group is the hotel division of the Barceló Group, one of the leading tourism groups in Europe, founded in 1931 in Mallorca, Spain. It is currently one of the 30 largest hotel chains in the world by number of rooms, with over 300 hotels and 65,200 rooms in 30 countries, marketed under four brands: Royal Hideaway Hotels & Resorts, Barceló Hotels & Resorts, Occidental Hotels & Resorts, and Allegro Hotels. The group also includes Crestline Hotels & Resorts, an independent hotel management company with 130 properties in the United States. Barceló Hotel Group has a team of more than 40,800 people who share the company’s mission: to promote more regenerative tourism. This mission is at the core of Barceló ReGen's sustainability strategy, which aims to maximize the positive economic, social, and environmental impact on destinations.
