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An innovative co-creation experience




At Barceló Hotels & Resorts, we promote co-creation initiatives that allow our guests to participate in our creative process, hand-in-hand with outstanding professionals in the field of innovation.

Together, we carry out pioneering projects that create the concept hotels and services best suited to the needs of our present and future guests, anticipating their needs and improving our client-centred philosophy to the maximum.

These dynamics show that distinction lies in practical innovation and that the Barceló Hotel Group is leading the way through its ability to conceptualise and launch innovative products that provide guests with unique experiences.


Unique initiatives


The Barceló Emperatriz Hotel is the first hotel in Madrid to have been co-created by its future guests. They were able to decide which services should be on offer and could even choose some of its decorative aspects through the hotel’s website and social media.


A process of active listening also took into account the opinions of a group of cosmopolitan female travellers: the 21st Century Empresses Club. An outstanding committee of remarkable women with expertise in a range of areas and a high level of knowledge of the hotel sector.



This experimental, adaptable initiative, driven by the Barceló Hotel Group and Azora, aims to innovate and transform the future of our hotels through the introduction of ground-breaking proposals.


This joint project between guests and noteworthy professionals in the field of innovation proves that the ultimate aim of our strategy is to improve the experience guests have at our hotels. They are at the centre of everything we do.