Madrid, Thursday, 16 October 2025.
Parques Reunidos appointed Vicente Bosque as executive commercial director, reporting to CEO Pascal Ferraci, last Wednesday. Bosque will consolidate sales, pricing, distribution, partnerships and ancillary revenue across the group’s international parks, signaling a deliberate shift toward centralized revenue management and coordinated yield strategies. For retail and attractions operators, the most intriguing fact is that this is an explicit move to professionalize commercial governance—paring fragmented local pricing in favor of cross-market frameworks intended to accelerate monetization of guest spend and improve margins. Bosque’s track record since joining in 2021 includes leading commercial operations across Southern Europe and Europe-wide digital integration; his background in strategy, PwC and Amadeus reinforces capacity to scale e-commerce and revenue-technology initiatives. Expect prioritization of dynamic pricing, bundled offers and partnership commercialization as levers. Industry stakeholders should watch for standardization of ticketing and distribution policies and measurable yield improvements as the company pursues international growth and licensing-driven expansion.
Appointment and reporting line
Parques Reunidos appointed Vicente Bosque as executive commercial director, reporting directly to chief executive officer Pascal Ferraci, in an announcement made last Wednesday; the company said Bosque will lead the group’s global commercial and revenue strategy across its international portfolio, with responsibility for ticketing, marketing, sales, eCommerce, market strategy and revenue management [1][2][3].
Why centralizing commercial control matters
The formal consolidation of commercial functions under a single executive signals a deliberate shift toward centralized revenue management and coordinated yield strategies — a move the company framed as reinforcing growth centred on the customer, innovation and long-term sustainability across its parks and attractions network [1][3]. Centralized commercial governance typically enables faster roll-out of group-wide pricing policies, bundled offers and distribution frameworks, which Parques Reunidos explicitly cited as areas Bosque will oversee [3][1].
Bosque’s background and experience
Bosque joined Parques Reunidos in 2021 and has led commercial operations in Southern Europe and later across the broader European region; his record at the operator includes driving digitalisation and integration projects across parks, and his CV lists degrees from Universidad Autónoma de Madrid and an MBA from IESE Business School, plus prior roles at PwC and Amadeus — qualifications the company highlighted in its announcement [1][2][3].
Likely commercial priorities under Bosque
Given the remit described by Parques Reunidos — ticketing, pricing, distribution, partnerships and ancillary revenue optimisation — expect the operator to prioritise dynamic pricing, bundled and cross-product offers, eCommerce scaling and partnership commercialisation to increase per-guest yield and streamline distribution. Parques Reunidos’ release explicitly lists these commercial functions as Bosque’s responsibilities, framing them as levers for growth and monetisation of guest spend [3][1][2]; however, the precise sequencing and time frame for implementation remain to be published by the company [alert! ‘company announcement did not specify implementation timelines’].
Implications for operators, licensors and investors
For rival operators, licensors and industry analysts, the appointment signals an intent to professionalise commercial governance and coordinate cross-market pricing and partnership frameworks as Parques Reunidos pursues margin recovery and international growth; the firm framed the hire as reinforcing customer-focused growth, innovation and sustainability across its network, which analysts will read as a push for greater yield management and standardized distribution policies across markets [3][1]. Observers should watch for measurable yield improvements, changes to ticketing and distribution agreements, and more aggressive commercialisation of ancillary spend as early indicators that the centralisation is translating into financial outcomes [GPT].
Bronnen