Marta Barceló Fontirroig has been appointed Vice President of EMEA at Barceló Hotel Group, taking on new leadership responsibilities across Europe, the Middle East and Africa. She will undertake this role alongside her existing position as Chairwoman of Crestline Hotels & Resorts, the group’s United States-based hotel management subsidiary.
The appointment represents another significant step in Barceló Group’s ongoing generational leadership transition, strengthening the involvement of the fourth generation of the Barceló family in the management and strategic development of the business.
Barceló has been associated with Crestline Hotels & Resorts since October 2023, when she joined the organisation in a business development role. During this period, she gained experience in business analysis and development before progressing to broader corporate leadership responsibilities. In May 2025, she became Chairwoman of the Board of Directors of Barceló Crestline Corporation, a position she continues to hold alongside her new regional appointment.
Her professional journey reflects experience across hospitality operations, business development, research and corporate management. Before joining Crestline, Barceló worked as a Trainee at The Ritz-Carlton, Wolfsburg, Germany. The experience provided an opportunity to develop her understanding of luxury hospitality operations and international service environments.
Earlier, she completed a project internship at the Max Planck Institute for the Study of Societies in Cologne, Germany, gaining exposure to an international research environment.
Barceló also served as an Event Coordinator at UNITY Comillas in Madrid. During this period, she gained additional business development experience with Empresax.com, a consultancy focused on connecting businesses with potential buyers and investors.
Her early professional experience includes a Digital Marketing Internship at Letropía in Madrid, where her responsibilities involved advertising tools, content creation for blogs and social media, administrative coordination, digital marketing support and customer service.
Her professional background also includes a junior consulting role with EY in Canada, along with participation in the Young Enterprise UK entrepreneurship programme.
Barceló’s connection with the hospitality industry began early in her career. In 2013, she completed a summer internship with Barceló Hotel Group in Palma de Mallorca, working in the reception department. This initial experience provided exposure to hotel operations and guest-facing services within the family business.
Academically, Barceló holds a double degree in Business Administration and International Relations from Universidad Pontificia Comillas (ICAI-ICADE). Her educational background, combined with her experience across hospitality, business development and corporate leadership, supports her growing responsibilities within the international hotel group.
Her new appointment marks another milestone in her career, reflecting her progression from early operational and business development roles to senior corporate and regional leadership within the hospitality industry.
Tourism Insights congratulates Marta Barceló Fontirroig on her appointment as Vice President of EMEA at Barceló Hotel Group and extends best wishes for continued success in her new leadership role.
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People on the Move is an initiative by Tourism Insights, a SECP-registered tourism think tank and hospitality media platform, spotlighting leadership appointments and career milestones across the global hospitality and tourism industry.
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