Torre de Madrid


Barceló Hotels & Resorts reveals the most exclusive plans in Madrid, hand-in-hand with local influencers. Fly Me to the Moon designs innovative hotel services to boost hotel’s CX.

Renowned Madrid insiders take hotel guests to experience their secret spots and share their personal vision on culture, fashion, photography, music, sports, gastronomy and art.


“Live like a Local” is the hottest mantra in the travel world. As part of the grand opening of the new five-star hotel in Madrid, Barceló Hotels & Resorts has launched a “non-travel guide” featuring the most authentic and cosmopolitan side 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 echoed in the new hotel’s digital channels, aligning its social media strategy, influencers’ relations, audiovisual content, SEO, and public relations campaigns with this proposal.
Barceló Torre Madrid won the 2018 Tourism Excellence Award with “The Locals” campaign. It was also named the Third Most Sustainable Hotel in Spain, the 2017 Best Advertising and Marketing Strategy from IP Mark magazine, and the Coolest Design Hotel in Madrid from the Daily Telegraph. It was included in the list of 2017 Most Instagrammable Hotels by About Magazine and nominated as the Best Hotel by Robb Report magazine, the 2018 Wallpaper Design Award.

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.