CBA Design Spain, an international strategic branding agency, has been a key partner in the creation of Caramelo Hotels, the new brand from Globales that combines authenticity with exceptional value for money. This innovative project, to be officially unveiled at FITUR 2025, marks a milestone in Globales’ business vision and reinforces CBA Design’s commitment to building strategic and long-term relationships with its clients.
Caramelo Hotels reflects a commitment to quality tourism, centered on the Mediterranean lifestyle and the value of local communities and culture. CBA Design worked closely with Globales to design a new hotel concept that balances comfort, hospitality, and genuine experiences.

Key contributions from CBA Design include:
Strategic brand conceptualization: developing a proposal that highlights Mediterranean hospitality with a focus on community, lifestyle, and authenticity.
Creation of the name “Caramelo”: a term that evokes sweetness, balance, and pleasure, easily recognizable to an international audience seeking a new way to enjoy their vacations.
Definition of visual and verbal identity codes: comfort, accessibility, hospitality, and memorable moments that emotionally connect with guests.
CBA’s strategy for Caramelo Hotels exemplifies how to craft a unique and differentiated narrative in a competitive market. This project reinforces CBA Design’s position as a leader in destination branding, with prior experience in brands like Travelplan, Green Coast, and Catai. “At CBA Design, we believe in building long term strategic relationships with our clients, based on trust and a deep understanding of their goals. With Caramelo Hotels, we have developed a proposal that aligns with Globales’ vision: offering tourism that combines quality, accessibility, and authenticity.

This project reflects how we work to create brands that not only stand out in the market but also resonate emotionally with their audiences,” said Sandra García, Managing Director of CBA Design.
“CBA Design has been a transformative partner in the development of one of our most ambitious projects. Their strategic and creative approach has resulted in a cohesive and memorable brand identity that will position Caramelo Hotels as a benchmark in the sector,” noted Globales.