TORONTO — Barceló Hotel Group showcased just how much the brand has evolved over the years at an industry event last night in Brampton, Ontario called ‘Evolution.’

Speaking to a full room of travel agents and industry partners, Barceló representatives were on hand to showcase the company’s four brands: Royal Hideaway, Barceló Hotels & Resorts, Occidental Hotels, and Allegro Hotels.

It was announced that the hotel chain will push for growth in South America, as well as focus on niche markets, particularly Cozumel for scuba, Cabo San Lucas for golf, and weddings and honeymoons. In addition, a new BDM for the meetings and incentive market has been hired – Brad Richards.

Barceló also gave a special shoutout to industry partners, including Transat Holidays, Sunwing, Air Canada Vacations and WestJet Vacations.

Much of the evening focused on the Barceló Hotel Group loyalty program – Barceló Partner Club. For each booking agents enter in their Barceló Partner Club account, they will receive perks that can be redeemed for resort stays. Plus, meeting planners have their own exclusive space and can take advantage of benefits. This applies to all bookings made this past year at all Barceló hotels.

To join, register at barcelopartnerclub.com to receive a username and password. Access your account and enter all bookings you’ve made this past year to start redeeming your perks.