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Breakfast with Raúl González, EMEA CEO of the Barceló Hotel Group


January 17 OF 2020 from 09:00 AM to 10:30 AM

“Past, Present and Future of the Hotel Sector”


The Esade Alumni Family Business Club and the Esade Alumni Tourism and Leisure Management Club is pleased to invite you to a breakfast with Raúl González, EMEA CEO of the Barceló Hotel Group.

The digital revolution has radically transformed the hotel industry and consumer behaviour, empowering people and giving rise to a more informed, connected, participatory and demanding customer profile. Competing in the customer age requires companies to go beyond traditional marketing concepts and connect with customers’ emotions to build loyalty. This revolution is translating into a redefinition of the tourism industry motivated by the emergence of new digital players such as online travel agencies, which have had a considerable impact on distribution. The way companies compete is evolving, but hoteliers have a major advantage: our guests stay with us, and this gives us an opportunity to establish a personal and emotional relationship with them. 

In addition to identifying emerging trends in the hotel sector, Raúl González, EMEA CEO of the Barceló Hotel Group, will explain how a family-owned hotel group can face the challenges of today’s environment. Barceló has developed a strategy that focuses on differentiating the company at all key moments of the customer experience. The aim is to surprise and excite the customer with the company’s brand concepts, the design of its differential experiences, technology oriented towards the customer experience, and the teams on the front lines of the company’s relationship with its guests.


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Raúl González holds a degree in economics and business administration from University of Deusto (Bilbao, Spain) and an MBA from IESE Business School (University of Navarre). His consulting experience is in the areas of strategy and organisation and he has advised major companies such as BBVA, Iberdrola and Telefónica for more than 12 years. He has given guest lectures at the University of Deusto and the University of Navarre. He has also spoken at institutions in Spain and abroad, including Instituto de Empresa, IESE, London Business School and Menéndez Pelayo International University. He is a former chair of the Mallorca Chamber of Commerce’s tourism commission. His current title is CEO of the Barceló Hotel Group, where he serves as president, CEO or administrator of the more than 50 companies that make up the group and its subsidiaries. He is the president of the IESE alumni group in the Balearic Islands and vice president of Balears.t, the tourism cluster of the Balearic Islands. He is a board member and trustee of the Leading Brands of Spain Forum.