The fourth-generation Barceló family member will take on the new regional leadership role alongside her existing position as Chairwoman of Crestline Hotels & Resorts.
Barceló Hotel Group has appointed Marta Barceló Fontirroig as Vice-President EMEA, extending her responsibilities as the Spanish hospitality group continues its planned generational transition.
Barceló Fontirroig will take on the EMEA role while remaining Chairwoman of Crestline Hotels & Resorts, Barceló Group’s US hotel management subsidiary.
The appointment represents another step in the gradual integration of the fourth generation of the Barceló family into the management of the business.
Barceló Group said the transition is intended to combine continuity with the long-term evolution of a company whose history now spans more than 90 years.
In her new position, Barceló Fontirroig will contribute to the development of the group’s business across Europe, the Middle East and Africa, a region she described as strategically important to Barceló’s future growth.
She joins an EMEA leadership structure in which Raúl González remains CEO EMEA of Barceló Hotel Group. The company’s current management structure also includes Simón Pedro Barceló Vadell as Executive Chairman, Antonio Tovar Barceló as CEO Latin America and Vicente Fenollar as Group CFO and Chairman of Ávoris.
Growing responsibilities across two regions
Barceló Fontirroig’s expanded remit comes only months after her appointment as Chairwoman of Crestline Hotels & Resorts.
Crestline is one of the larger independent hotel management companies in the United States. At the time of her appointment, its portfolio comprised 113 hotels and approximately 16,000 rooms.
Her earlier career has included experience across hospitality, consulting and hotel development.
Before moving into senior leadership, Barceló Fontirroig worked at The Ritz-Carlton Wolfsburg in Germany and with EY in Canada and Switzerland. She joined Crestline in 2023 in business development before moving into its chairmanship.
Her background also gives her direct exposure to both European luxury hospitality and the North American hotel management market.
That combination is increasingly relevant as Barceló develops its international portfolio while maintaining the family ownership and long-term approach that have shaped the business.
A wider generational transition
The appointment sits within a broader succession process at Barceló Group.
In January 2026, the company confirmed changes to its senior management structure following the withdrawal of Simón Barceló Tous from executive responsibilities. The group also appointed Antonio Tovar Barceló as CEO Latin America, another move intended to bring the next generation into operational leadership.
Barceló Fontirroig had already joined the Group Management Committee as Chairwoman of Crestline.
Her additional EMEA responsibility now places her across two strategically different parts of Barceló’s international business, combining exposure to the group’s European home market and wider EMEA operations with its US management platform.
In announcing the appointment, Barceló Hotel Group said the transition would remain gradual and structured, with an emphasis on preserving the values developed during the company’s history while continuing its transformation and international growth.
For Barceló Fontirroig, the appointment represents a substantial expansion of responsibility within the family business.
For Barceló Group, it is another visible step in a succession process designed not simply to transfer titles, but to progressively introduce the fourth generation into the management of an increasingly international hospitality company.
