
Raúl González graduated from IESE Business School in Barcelona and started his carreer as consultant in strategic investments and marketing for the largest financial Spanish institutions. He then joined the family group Barceló Hotels in 2005 and took over the management as CEO in 2006. Since then, together with the president, Simon Barceló, he runs the operations and the group's development, both organic and through M&A. He recently signed the franchising partnership with the Chinese group Plateno.
You recently launched a new brand segmentation after decades of single branding, what justifies this change in strategy?Barceló is a family run group that celebrated 85 years of business and is very attached to its name. The decision was not easy, but corresponds to a new phase. For a very long time...
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