Very local. Very ours

With that, conviction comes Very local. Very Ours, a campaign that highlights the local as the core of the travel experience. Because kilometre-zero is not just a culinary label, it’s a way of understanding the world, of travelling consciously, and of leaving a positive impact with every step we take. This initiative also stems from recognising the work of those who shape the character of each territory through what they grow, create, or share.

At its core, this campaign is an invitation to examine the world more closely. To discover what’s nearby and often overlooked. And, above all, to value how local products not only improve the quality of what we offer our guests but also strengthen our relationships with the communities around us. Because what we do only makes sense alongside them.

Choosing kilometre-zero and local products is a strategic decision that adds value on every level. It enhances the freshness and authenticity of our culinary offerings, reduces our environmental footprint, and strengthens the economic and social fabric of each destination.

That is why, at Barceló Hotel Group hotels, we work daily with producers, artisans, and suppliers who see their craft as a way of life, and who share our commitment to offering something unique, meaningful, and rooted. We prioritise products from here, ingredients with a designation of origin, and recipes that honour regional culinary traditions, convinced that quality comes from respect for the land and its people.

Our goal is that guests enjoy these products and understand their value. Meeting those who make it possible, feeling them as part of their stay, and taking away something deeper than a pleasant memory: an emotional connection with the place and its people.

Very local. Very Ours is also a way of giving thanks. Thanking our collaborators for their consistent and careful work, and making it visible to those who visit us. Showing that behind every breakfast, every flavour, and every activity, there is a face, a story, and a community.

The traveller profile has changed. We no longer only look for a room with a view or a well-presented menu; we seek soulful experiences that let us become part of the local life, connect with the culture of the place, and feel that our choices as guests have a positive effect on the environment and its people. Studies confirm that: 96% of global travellers say their experience improves when it involves genuine contact with local culture, and 93% prefer to consume products from local or nearby businesses.

At Barceló Hotel Group, we have long worked with this awareness as part of the natural evolution of our values. Our commitment to the local is deep and ongoing, and this campaign expresses it in a direct and emotional way. Very local. Very Ours aims to accompany travellers in their desire for connection. To show that behind every experience we offer, there is a close, meaningful story worth discovering. And to do it with integrity, grounded in facts and the presence of real people.

All our hotels have one thing in common. Every local product we serve or share has a story behind it. Stories of effort, tradition, innovation, and love for the land. Stories we now want to tell by name.

Very local. Very Ours is our way of highlighting realities that can sometimes go unnoticed during travel. We want our guests to know who makes the olive oil that accompanies their breakfast or who harvests the grapes that give body to the wine at dinner. Because giving them a face is also giving them the value they deserve.
Through our Barceló Regen sustainability strategy, our hotels work with and build ties to farmers, ranchers, artisans, artists, local producers, and small entrepreneurs who share the same vision: to offer the best of their land with respect and commitment. And we do this not only as a statement of intent but as part of an ongoing strategy that sees sustainability as a collective, everyday effort—and the only way to advance together toward regenerative tourism.

The new campaign is part of Barceló Regen, our roadmap toward regenerative tourism, helping us continue to generate tangible and measurable benefits for people, the environment, and local economies.

Barceló Regen promotes decisions with positive impact on three levels: social, environmental, and economic. One of its pillars focuses on local: suppliers who share our values and help us create a more conscious way of travelling. Thanks to this strategy, we can now say that 73% of our purchases in destinations such as Spain are kilometre-zero, which translates into lower emissions, more local employment, greater traceability, and a more authentic and responsible offering.

Local products are a cornerstone of how we see the future of the tourism and hospitality sector. And Very local. Very Ours is our way of sharing that story: with pride, honesty, and the desire to keep contributing, from within, to every destination where we are present.