The Barceló Group has signed a franchise agreement with China’s second largest hotel management company, Plateno. The agreement gives Plateno the right to operate under the Barceló brand name in China and other countries in the region.
Plateno is China’s second largest hotel company by number of hotels, and the seventh largest in the world, with over 3,000 establishments and more than 450,000 rooms at 300 destinations. Founded in 2005, the company leads the budget segment in China with the Seven Days brand name. Since 2013 it has also been operating in the midscale and upscale segments with brand names such as Hampton by Hilton, Maison Albar, Portofino and H12. The company has a loyalty club of over 80 million members.
Barceló Hotel Group, the hotel division of Barceló Corporación Empresarial, is the third biggest chain in Spain and the 42nd biggest in the world. The Group currently has 107 urban and holiday 4 and 5 star hotels, and nearly 33,000 rooms distributed among 19 countries and marketed under four brand names: Royal Hideway, Barceló, Occidental and Allegro. It also has a 40% shareholder stake in Crestline Hotels & Resorts, an independent US hotel management company with a portfolio of more than 100 hotels.
Privately-run and family-owned, the Barcelo group is well known in Spain, but perhaps less so in the UK where it has no hotels, or even in the U.S, where its 100 hotels are marketed under other hotel brands including those of Marriott International, Hilton, Hyatt, Starwood and IHG among others.
The group’s 34,000 rooms and 110 hotels are being re-organised into four main brands, three of which are new; Royal Hideaway Luxury Hotels & Resorts, Occidental Hotels & Resorts and Allegro Hotels now sitting alongside the group’s original brand, Barceló Hotels & Resorts.