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.