Barceló Hotel Group drives enhanced customer experience with Sabre

Sabre Hospitality Solutions and Barceló Hotel Group strengthen their strategic partnership to broaden benefits for travelers

MADRID, Spain and SOUTHLAKE, Texas – April 27, 2021Barceló Hotel Group, a leading company in the Spanish tourism market and one of the largest worldwide, has expanded its partnership with Sabre Hospitality Solutions and its industry-leading technology platform, SynXis. After rigorous research into functionality, technology, strategic approach and cost, Barceló Hotel Group selected Sabre as its trusted partner to facilitate the unique elements of the leisure travel business, which plays a major role in Barceló’s portfolio. The Group has since used the Sabre SynXis platform to update its operations and grow its footprint globally. The implementation of SynXis is an important milestone in helping the Group roll out an effective, future-ready channel strategy to maximize revenue from both direct and indirect channels. As part of the next-level strategy and approach, Sabre and Barceló Hotel Group completed the successful integration of Sabre’s device-responsive SynXis Booking Engine and Call Center (SynXis Next Generation Voice Agent), increasing efficiency and reducing customer service response times via its website and call center. “The smooth migration to the new SynXis Booking Engine and Voice Agent took place in the middle of a global pandemic, while all of our staff were working completely remotely,” said Raúl González, CEO of Barceló Hotel Group for Europe, Middle East and Africa. “This is further proof that Sabre invests significantly in seamless and advanced technology. Sabre also demonstrates a deep understanding of our local needs, while supporting our future goal to expand across the United States, making it the right strategic partner for us.” Thanks to the SynXis Booking Engine, Barceló Hotel Group will bring enhanced personalization to the shopping phase of travel for its guests, making their experience unique from their first interactions with the property. Using dynamic personalization, SynXis sorts and displays personalized content and products, making it easy for guests to find their ideal travel options. SynXis’ fast, responsive user interface integrates more than 80% of the individual bookings received by the hotel group within the past five years, giving travelers a seamless experience on any device. To complement the SynXis Booking Engine, Barceló Hotel Group will also leverage the SynXis Next Generation Voice Agent, which features an all-new, easy-to-use interface that enables phone support teams to be more productive and provide enhanced, personalized support to guests. “We have been laser-focused on trends in consumer behavior and their impact on hospitality”, said Frank Trampert, SVP and Global Managing Director Commercial, Sabre Hospitality Solutions. “It’s clear that guests expect a personalized experience across devices and touchpoints, especially in the digital space, and hotel brands like Barceló Hotel Group are searching for scalable ways to transform the guest experience through technology. Our Booking Engine and Voice Agent, together with our SynXis Central Reservations system, help connect the dots as customers shop, book and travel, resulting in a much more accurate picture of the guest and greater opportunity for personalizing offers.” Sabre Hospitality Solutions currently has more than 40,000 properties leveraging its SynXis technology to power distribution, reservations, property management, retailing and guest experience solutions. ### About Barceló Hotel Group Barceló Hotel Group, the hotel division of the Barceló Group, is the 2nd largest hotel chain in Spain and the 29th largest in the world. It currently operates more than 260 city and leisure hotels, and more than 60,000 rooms, distributed in 22 countries and marketed under four brands: Royal Hideaway Luxury Hotels, Barceló Hotels and Resorts, Occidental Hotels and Resorts and Allegro Hotels. For more information, visit About Sabre Corporation Sabre Corporation is a leading software and technology Company that powers the global travel industry, serving a wide range of travel companies including airlines, hoteliers, travel agencies and other suppliers. The Company provides retailing, distribution and fulfilment solutions that help its customers operate more efficiently, drive revenue and offer personalized traveler experiences. Through its leading travel marketplace, Sabre connects travel suppliers with buyers from around the globe. Sabre’s technology platform manages more than $260B worth of global travel spend annually. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. For more information visit