RUSTICAE GIVES NEW IMPETUS TO ITS CHARMING HOTEL MODEL WITH THE STRATEGIC SUPPORT OF THE BARCELÓ GROUP

Rusticae held its 2026 Annual Meeting, a very special event for the Club’s community of hoteliers as it was the first to take place since the Barceló Group became a shareholder in the company. Under the slogan “Sharing vision, continuing to inspire,” the meeting became a space for strategic reflection, inspiration, and celebration of the charming hotel model that has defined Rusticae since its inception.

The day began with a welcome from Sara Sánchez Remacha, CEO of Rusticae, who highlighted the role of hoteliers as true pioneers of a tourism model based on identity, territory, and experience, emphasizing that this new stage represents “an opportunity to reinforce the essence of Rusticae and equip it with new capabilities to grow with strength and ambition.”

In her speech, Sara Sánchez Remacha highlighted the evolution of the project, the growth of the network, and Rusticae’s positioning as a benchmark brand in the charming accommodation segment. Looking to the future, she shared the main lines of the 2026–2027 Strategic Plan, a plan built on actively listening to hoteliers and the team, aimed at strengthening the Rusticae brand, boosting direct sales and experiences, improving operational efficiency, and expanding the Club’s national and international reach without compromising its essence.

One of the highlights of the meeting was the speech by Raúl González, CEO EMEA of Grupo Barceló, who shared the vision and strengths of a century-old tourism group with family DNA, a long-term vocation, and a clear focus on generating a positive impact on destinations. González emphasized that “uniqueness, deep roots in the territory, and authentic experiences are a real competitive advantage today,” and highlighted the Group’s commitment to the development of rural, experiential, and sustainable tourism.

This was followed by the panel discussion “Strengths and capabilities of the Barceló Group,” led by Cristina de Andrés, Regional Director of Barceló Hotel Group, under whose leadership Rusticae is being integrated into this new phase, designed to show in a practical way what a large tourism group can bring to the independent hotel business. In the words of Cristina de Andrés, “charming hotels are strengthened when they combine their identity with a clear strategic vision, expanded capabilities, and a determined look toward the future. Our goal is to accompany Rusticae and its hoteliers by providing scale, knowledge, and tools, always with the utmost respect for their essence and uniqueness.”

The panel included Gregory Bulcaen, Chief Commercial Officer of the Barceló Group, and Íñigo Onieva, Chief Digital Business Officer, who addressed key levers in the commercial sphere, such as access to new demand segments—small-format MICE, corporate clients, and experiential luxury tour operators—as well as opportunities for collaboration through Ávoris and its network of agencies.

On the digital and technological front, the focus was on innovation as a differentiating factor, highlighting the use of artificial intelligence applied to sales and personalization, the development of advanced tools, and access to best operational practices, capabilities that an independent hotel can hardly take on alone and that are made available to Club Rusticae without compromising its identity.

Throughout the afternoon, there were various high-level panels that addressed the major challenges and opportunities facing the sector. The panel “Distribution for independent and rural hotels” brought together representatives from Booking.com, Destinia, and Expedia, moderated by Sara Sánchez Remacha, to analyze the balance between visibility and profitability and the need for a more sustainable distribution strategy aligned with each project.

Subsequently, the panel “The Future of Rural Tourism and Experiences” featured Vicente Fenollar, executive president of Ávoris, and Lucía Toro, general manager of Nuba Spain, moderated by Cristina de Andrés. The consensus was clear: unique and experiential tourism not only has a future, but also represents a solid and profitable response to the new expectations of travelers.

The meeting also included the presentation of the success story of Consolación Hotel by its host Daniel Delgado, an inspiring example of how a project deeply connected to its territory can achieve success by combining architecture, gastronomy, community, and experience.

The day culminated with the presentation of the Rusticae 2025 Awards, which recognize excellence, commitment, and innovation within the network:

• Rusticae Award for Best Initiative, for FAROS – Floatel, for its boldness in restoring historic lighthouses and transforming them into unique retreats, reinterpreting heritage with a contemporary perspective.
• Rusticae Award for Sustainable Project, for Hotel Poeta Jorge Manrique, for demonstrating that sustainability can be a driver of social and environmental regeneration, integrating architecture, energy efficiency, and commitment to the region.
• Rusticae Award for Lifetime Achievement, for Hospedería de Santo Domingo, for a life dedicated to the art of hospitality, maintaining its elegance and warmth intact throughout generations.
• Rusticae Award for Best Hotelier, for Grupo Zaguán, for knowing how to breathe life into historic buildings such as Casa Pizarro and Patio Trujillo, turning them into benchmarks of contemporary hospitality in Extremadura.
• Rusticae Award for Best Rusticae Hotel 2025, for Nafarrola, for its ability to transform Basque identity into a comprehensive experience where design, landscape, and gastronomy interact in perfect harmony.

Rusticae wanted to give special thanks to the sponsors of the Meeting: Lande, specialists in high-quality amenities and design applied to the hotel experience; Agua Km Zero, committed to reducing plastic and responsible water management in accommodations; Qilak, a technology platform aimed at improving the operational efficiency and management of independent hoteliers; and Castro y González, a firm specializing in high-quality Iberian products. All of them share values of excellence, innovation, and commitment to a more responsible model of tourism, contributing to strengthening the Club’s ecosystem.

The Rusticae 2026 Meeting thus closed a day that marks a milestone in the history of Rusticae: the beginning of a new stage in which the essence of charming hotels is reinforced with strategic vision, expanded capabilities, and a clear focus on the future. An alliance that consolidates a shared path to continue inspiring travelers, strengthening the Club’s hoteliers, and generating a positive and lasting impact on the territories.