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Published on 27/08/25, Updated on 12 hours ago
Barceló Group has taken a significant step into the high-end rural tourism sector with the acquisition of an 80% majority stake in Rusticae, a company specializing in boutique hotels, rural tourism, and local experiences.
Founded in 1996, Rusticae operates 210 properties across Spain, Portugal, Morocco, Andorra, and Italy, offering a blend of high-end rural tourism with personalized services. The acquisition marks Barceló’s strategic move into a market niche with substantial growth potential where few major tourism brands have a presence.
Sara Sánchez, the current CEO of Rusticae, retains a 20% stake in the company and will continue to lead the brand while the founders, Carlota Mateos and Isabel Llorens, conclude their leadership.
The partnership will allow Rusticae to operate independently while benefiting from synergies with Barceló in areas such as distribution, technology, and international expansion. The aim is to accelerate growth without altering Rusticae’s essence of providing “tourism with soul.”
Rusticae is known for its strong emphasis on sustainability, rural Spain, and authentic cultural experiences. Its booking platform also offers over 100 experiences developed by local providers, enhancing its position in the experiential tourism market.
This article was written with the help of artificial intelligence using official information.
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