Barceló Group has appointed Marta Barceló Fontirroig as Vice President for EMEA of Barceló Hotel Group. This new position is in addition to her current role as President of Crestline Hotels & Resorts, the group’s North American subsidiary.
The appointment is part of the gradual integration of the fourth generation of the Barceló family into the company’s management responsibilities. Simón Pedro Barceló, the group’s president, spoke publicly about this appointment during an interview he gave at the Forbes Economic Summit 2026, and he highlighted Barceló Fontirroig’s experience and work ethic.
Founded in 1931 in Felanitx (Majorca) by Simón Barceló as a transport company, the group currently operates in about 30 countries, with approximately 300 hotels and more than 65,000 rooms.
Continuity in corporate governance
The structure of the board of directors of Barceló Corporación Empresarial remains unchanged. Simón Barceló Tous continues as co-chairman along with his cousin Simón Pedro Barceló Vadell, who also retains his position as CEO. Marta Barceló Fontirroig and Guillermo Barceló Tous continue as members of the board. Raúl González and Vicente Fenollar retain their positions as non-executive secretary and assistant secretary, respectively.
The appointment of Marta Barceló is the latest in a series of moves that have seen the fourth generation assume various leadership roles within the group. In 2025, Marta Barceló joined the executive committee and took over the presidency of Crestline Hotels & Resorts, the group’s hotel management company in the United States, which was acquired outright in 2017. This same process led Antonio Tovar Barceló, also a fourth-generation member, to take on responsibilities in Latin America and, subsequently, the role of CEO for the region.
In January 2026, Simón Barceló Tous stepped down from his executive position upon turning 65, in accordance with the company’s bylaws, and Simón Pedro Barceló solidified his position as CEO. The latter has indicated that he plans to step down from his executive position around 2031, coinciding with the group’s centennial.
The career of Marta Barceló
Marta Barceló Fontirroig, daughter of Simón Pedro Barceló, holds a dual degree in International Relations and Business Administration from Comillas Pontifical University (ICAI-ICADE).
Before joining the family business in 2023, she worked in consulting at EY and in the hospitality industry at The Ritz-Carlton. At Barceló, she has developed her career at Crestline, first as a business development analyst and later as president of the North American subsidiary.