“Live like a Local” is the new mantra that is gaining popularity in the travel world as it represents one of the top trends for the next few years. As part of the grand opening of its new five-star hotel, Barceló Hotels & Resorts Torre Madrid, Barceló Hotels & Resorts has launched a “non-travel guide” program featuring the most authentic and cosmopolitan version of Madrid. Renowned influencers share their personal vision and lifestyle in terms of fashion, photography, music, sports, food, and art with guests. “The Locals” welcomes another way to travel.
The same spirit is also present in the proposal and development of the new hotel’s channels, including its social media strategy, blogger relations, audiovisual content, SEO, and communication campaigns. For the first year, the advertising value equivalency (AVE 1/1 Rate 1/1) was €9.6 million, with 630 national media mentions and 75 international press requests, along with the presence of more than 40 Spanish and foreign bloggers at the hotel. The aggregated audience exceeds 50 million people.