Written by JJ JJ
Updated on October 7, 2026 3 -minute read

Barceló Hotel Group Appoints Marta Barceló Fontirroig as Vice President for EMEA

The account further reinforces QComms’ credentials in hospitality PR, with the agency continuing to support hotels, resorts, restaurants and destination-led brands.

The appointment marks a further step in the Group’s generational transition, as the fourth generation of the Barceló family takes on greater leadership roles.

Barceló Group announces the appointment of Marta Barceló Fontirroig as Vice President for EMEA at Barceló Hotel Group. She will take on the new role, alongside her current position as President of Crestline Hotels & Resorts, the Group’s North America subsidiary. The appointment marks a further step in the gradual integration of the fourth generation of the Barceló family into the Group’s management, supporting the continued development of the business with a long-term vision.

Marta Barceló Fontirroig, daughter of Simón Pedro Barceló, has a double degree in International Relations and Business Administration and Management from the Pontifical University Comillas (ICAI-ICADE). She joined the family business in 2023, where she began her career within Crestline Hotels & Resorts as a business development analyst before taking on broader leadership responsibilities. In 2025, she joined Barceló’s Management Committee and was appointed President of Crestline Hotels & Resorts.

With this appointment, Barceló Hotel Group reaffirms its commitment, to a structured and gradual generational transition, preserving the identity and values that have shaped the company’s development over nearly a century while enabling it to adapt to an evolving business landscape.

Continuity on Leadership and the Next Generation

As part of the generational transition that began in 2025, following Simón Barceló Tous’ departure from his executive role, Simón Pedro Barceló became sole Chief Executive Officer of Barceló Corporación Empresarial, a position he holds alongside his role as Co-Chair of the Group. Simón Barceló Tous also remains as Co-Chair and, throughout 2026, will oversee the Mexico Management Committee, together with Antonio Tovar Barceló, who was appointed CEO for Latin America, to ensure a smooth and effective transition. Marta Barceló Fontirroig also serves as a member of the Board of Directors of Barceló Corporación Empresarial, where Guillermo Barceló Tous also continues as a Board Member.

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