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"value" => "<p><strong>Grupo Barceló refuerza su compromiso con la excelencia al incorporarse al Club Excelencia en Gestión. Simón Pedro Barceló, Copresidente de la compañía, explica en esta entrevista cómo su apuesta por un turismo regenerativo, la innovación digital y la responsabilidad social impulsa su propuesta de valor y marca el rumbo de su crecimiento futuro.</strong></p><p> </p><p><strong>¿Cuál es el propósito que impulsa a Grupo Barceló y de qué manera se refleja en su propuesta de valor y en sus iniciativas dentro del sector turístico?</strong></p><p>Nuestro principal propósito como compañía es la satisfacción de nuestros clientes y un impacto positivo en la sociedad. Propósito que va de la mano de nuestro otro gran objetivo, el de contribuir con nuestra actividad a un turismo regenerativo, siendo económicamente sostenibles y éticamente responsables. </p><p>Somos conscientes de que si queremos avanzar hacia un turismo regenerativo es crucial conocer de forma precisa el impacto que tiene nuestra actividad allí donde la desarrollamos. Es por ello que hemos puesto en marcha Sostenibilidad de Impacto, una herramienta alineada con los criterios de Global Sustainability Tourism Council (GSTC) que nos permite realizar un seguimiento y medición precisos del impacto económico, social y medioambiental de nuestros hoteles, con el fin de implementar soluciones y mejoras a lo largo de las diferentes fases.</p><p> </p><p><strong>¿Cuáles son los principales retos que enfrenta actualmente Grupo Barceló y cómo los están abordando?</strong></p><p>Nosotros hemos optado en todo momento por seguir creciendo con un reto muy claro en el horizonte: invertir adecuadamente para ser cada vez un poco mejores y, al mismo tiempo, mantener unos niveles de solvencia que nos permitan afrontar cualquier circunstancia extraordinaria como las que han tenido lugar en los últimos años.</p><p><em>Ahora son buenos tiempos para estar en el sector turístico, tanto en hoteles como en viajes y estamos tratando de aprovechar al máximo este momento para estar lo más fuertes posibles para el futuro.</em> (SPB en evento Hotelverse, Fitur 2025). El desarrollo de la tecnología y los sistemas de inteligencia artificial<strong> </strong>nos ha traído a un momento histórico de transformación en el sector. Es por ello que la compañía se encuentra en un proceso continuo de digitalización, destinado no solo a la experiencia del cliente y la eficiencia operativa, sino también a la automatización de procesos y la unificación de los canales de comunicación. </p><p>Esta transformación necesita ir de la mano de la búsqueda de nuevas soluciones que nos permitan afianzar nuestro compromiso con los destinos, sus comunidades y los recursos energéticos. Estamos siendo testigos de un turismo que está saturando y colapsando destinos como consecuencia, por un lado, de la no regularización del alquiler turístico y, por otro, de la falta de infraestructuras para el turismo. Ante esta situación, es importante que el sector sea capaz de ofrecer alternativas de viajes más sostenibles, mediante iniciativas como la creación de hoteles respetuosos con las ciudades o el uso de energías verdes hasta acciones de concienciación o colaboraciones con pequeñas empresas locales.</p><p><em>Estratégicamente, España cuenta con destinos que todavía tienen margen de crecimiento, aunque esto debe gestionarse de forma prudente. Por ejemplo, los destinos tradicionales de sol y playa no deberían crecer más durante la temporada estival, pero sí tienen oportunidades fuera de temporada</em>. (SPB en El Economista)</p><p>En los próximos años seguiremos trabajando con exigencia para ser cada día mejores como compañía gestora, centrándonos en un plan estratégico que impulse el crecimiento, maximice la rentabilidad y refuerce nuestro posicionamiento en el mercado global. Seguiremos invirtiendo en la mejora y reposicionamiento de nuestro producto y, lo más importante, cuidando de nuestros empleados, que son nuestro mayor activo.</p><p> </p><p><strong>¿Qué significa para Grupo Barceló formar parte del Club Excelencia en Gestión?</strong></p><p>Formar parte del Club de Excelencia en Gestión nos ha de permitir hacer un autodiagnóstico de nuestra situación actual para aportar mejoras y progresar en nuestra capacidad gestora. En la compañía siempre hemos creído que el conocimiento compartido es una de las mejores herramientas para avanzar en la dirección correcta, por ello, es importante para nosotros poder participar en los encuentros y foros que organiza el Club, donde tenemos la oportunidad de compartir nuestras inquietudes, aportar soluciones y generar sinergias con otras compañías. Ser parte de este proyecto nos permite, además, contar con el Sello EFQM, la certificación internacional más valorada en todo el mundo en cuanto a la calidad y eficacia como compañía gestora.</p><p> </p><p><strong>Grupo Barceló apuesta por la innovación en el sector turístico. ¿Podrías compartir un proyecto destacado en esta área y explicar brevemente cómo está impactando en la organización?</strong></p><p>La innovación ha estado siempre entre los objetivos del grupo. En los últimos años, la tecnología y, en especial ahora mismo la inteligencia artificial, han generado y generarán un cambio sustancial en nuestras vidas, lo que nos devuelve un gran abanico de posibilidades en términos de eficiencia, seguridad, optimización de nuestra capacidad gestora, competitividad y, por supuesto, personalización, una de las grandes tendencias viajeras de nuestros días. </p><p>Entre las últimas iniciativas que hemos puesto en marcha en esta dirección, cabe destacar la plataforma digital Barceló Experiences, donde ponemos a disposición de los huéspedes más de 1.800 experiencias de carácter local y auténtico en destino. Gracias a este proyecto, en el que aunamos digitalización, turismo experiencial y prácticas responsables, potenciamos la colaboración con más de 200 pymes y proveedores locales, poniendo en valor el patrimonio cultural de los lugares donde estamos y contribuyendo a la digitalización y profesionalización de pequeñas empresas y, por tanto, al desarrollo económico de los destinos y sus comunidades. </p><p> </p><p><strong>¿Qué es para ti una gestión excelente, innovadora y sostenible?</strong></p><p>Creo que cuando hablamos de una gestión excelente, innovadora y sostenible es porque existe un equilibrio entre la eficiencia operativa y la creación de experiencias memorables para los viajeros, a la vez que se optimizan los recursos y se minimiza el impacto ambiental. </p><p>En nuestro caso, la excelencia es entendida tanto como objetivo como factor inspirador. El espíritu de mejora continua ha estado siempre en los valores de nuestra empresa y es uno de los grandes rasgos que nos definen como compañía. Es por ello que en los próximos años vamos a seguir invirtiendo en la mejora de nuestro producto y, como eje transversal, en nuestra apuesta por un turismo regenerativo y experiencial, reforzando así nuestro compromiso con los destinos, sus comunidades y nuestros equipos.</p>"
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