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Barceló acquires 80% stake in Rusticae, expanding in rural tourism

  • k.fytaki
  • 27 August 2025
  • 1 minute read
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This article was written by HospitalityOn. Click here to read the original article

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 deal aligns with Barceló Group’s growth, having reported record figures in 2024, including a turnover of €7.5 billion, a 56% increase in net profits, and the elimination of its debt.

This article was written with the help of artificial intelligence using official information.

Europe

Please click here to access the full original article.

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