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Kempinski’s strange strategy

The two hotel groups are launching a distribution partnership in April.

20.3.2026

The Spanish hotel group Barceló has signed a distribution deal with Kempinski Hotels, but only for certain properties within the Kempinski portfolio. There is a strange strategy behind this restriction.

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Kempinski's ups and downs

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Kempinski Hotels, which currently has 82 hotels, will grow in the future by shrinking by roughly 30 hotels. Pale 5-star hotels will be weeded out, only ultra-luxury gems will survive. Residences will pause, the management company should become asset-heavy. Kempinski is already undergoing another upheaval. An interview with Group CEO Barbara Muckermann.