"Say Hello" to Barcelo Hotels & Resorts
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"Say Hello" to Barcelo Hotels & Resorts
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Category: North America & West Indies / Carribean islands
This is a press release selected by our editorial committee and published online for free on 2009-03-10
Spain-based Hotelier Launches "Say Hello to Barceló" Marketing Campaign and "B Partner" Agent Loyalty Program in North America
Ranked among the world's top 25 largest hospitality and travel companies with more than 180 hotels in 16 countries, leading hotelier Barceló Hotels & Resorts debuts its new marketing initiative targeting U.S. and Canadian tour operators, travel agents and consumers as well as its first loyalty program for North American travel agents.
By launching a North American campaign, Barceló Hotels & Resorts intends not only to introduce the company and its brand promise to the U.S. and Canadian leisure travel market but also to simultaneously position the company’s expansive portfolio of resort offerings as the most valuable resort options for all-inclusive travel to Latin America and the Caribbean.
An industry leader for more than 75 years, the Spanish hotel chain operates under core corporate values of quality, innovation, respect for local culture and sustainability. Each Barceló resort strives to reflect the destination by infusing characteristics of the local people, culture and surrounding environment into the property, and as all-inclusive resorts, Barceló's Latin American and Caribbean properties offer stress- and worry-free travel experiences for full relaxation, fun and enjoyment.
Say Hello to Barceló's New Advertising
With particular focus on developing brand awareness as well as promoting the company’s 32 all-inclusive properties in Latin America and the Caribbean, the "Say Hello to Barceló" print and online advertising campaign will introduce the North American leisure travel market to five different dimensions of the Barceló brand promise: family fun, vacation value, local culture, romance and relaxation.
Recognizing that the North American market may not be familiar with this European-based brand, Barceló makes its formal introduction with advertisements featuring bold "Hello, my name is…" nametags that have become iconic for first time introductions. Each ad will promote one of Barceló's five brand promises as well as one of its premium branded hotels, such as the Barceló Bávaro Palace Deluxe and the Barceló Maya Palace, two distinctive properties boasting the best locations and all-inclusive amenities in the popular beach destinations of Punta Cana, Dominican Republic, and Riviera Maya, Mexico, respectively.
Say Hello to Barceló's New Agent Loyalty Program
In tandem with the North American marketing campaign, Barceló has also rolled out its first ever loyalty program for U.S. and Canadian travel agents to easily earn complimentary vacation stays. In an effort to reinforce the valued relationship between the hotelier and the agent community, the aptly named "B Partner" loyalty program rewards agents for every confirmed booking at an all-inclusive Barceló property in Mexico, Costa Rica or the Dominican Republic. Travel agents are instantly eligible to begin registering bookings to earn their rewards: 15 "perks" for each night booked at a Barceló Premium hotel and 10 "perks" for each night booked at a Barceló hotel. "B partners" can then earn free night stays with as little as 300 perks, or only 20 booked room nights at a Premium Barceló property, resulting in the most lucrative hotel stay compensation rewards program currently on the market in the U.S. and Canada.
"In today's uncertain economy, we value our long-standing relationship with the agent community more than ever," said Claudio A. Zboznovits, vice president of sales and marketing in the U.S. and Canada. "By providing travel agents with the tools and resources they need to maintain and expand their client base, we can grow together. Rewards like B Partner 'perks' only further demonstrate our appreciation and gratitude for their continued efforts to spread Barceló's story throughout North America: our promise to provide the best value in all-inclusive travel to Latin America and the Caribbean."
In addition to its new agent loyalty program, the company will continue to closely align its co-op marketing programs with tour operators that have historically distributed the vast majority of their business through the travel agency business model and will actively participate in funding tour operator travel agent incentives, including an initiative in which three lucky travel agents booking Barceló on new charter flights from Los Angeles or San Francisco will be awarded 100% commission.
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